Towerhouse, V10 Entertainment’s content creation and platform rights management company, today announced a series of new partnerships across sports, entertainment, and creator media, as the company continues expanding its YouTube rights management and monetization business. New signings include Culture Genesis, The LPGA, MotoAmerica, Japan Racing Association (JRA), American Mayhem with Larry The Cable Guy and Gunpowder & Sky-owned channels Cut and HiHo Kids. Under the new partnerships, Towerhouse will provide services including YouTube rights management, ContentID monetization and protection, backend channel operations, and audience growth strategies.
The largest of the new partnerships is with Culture Genesis, one of the largest YouTube creator networks, reaching 43M+ U.S. households and generating 2 billion+ views per month across its owned-and-operated and affiliate properties. The media company tapped Towerhouse to exclusively manage content rights for its high-profile client roster, with V10 Entertainment partnering to support upcoming content initiatives across the channels. As part of the agreement, Towerhouse will provide ContentID support across Culture Genesis’ network of over 170+ channels, including Dad Jokes, All Def, and a roster of popular Gen Z and millennial creators and publishers.
“We’re building on two fronts at once — deepening our sports roster with the LPGA, MotoAmerica, and JRA while growing our creator business alongside it,” said Parker Jones, CEO of Towerhouse. “Teaming up with Culture Genesis massively grows our creator business and significantly improves our channel monetization. We bring YouTube infrastructure and operations, they bring an outstanding sales team, and we’re also developing original content together. This kind of large-scale, symbiotic partnership is exactly what we’re set up for and want more of.”
“Partnering with Towerhouse, a leader in rights management, allows us to protect and grow our expanding network of 170+ channels,” said Shaun Newsum, CEO & Founder of Culture Genesis. “As our network scales, safeguarding our creators’ content and unlocking its full value across YouTube has never been more important. Towerhouse brings world-class rights management infrastructure and controls, freeing our team to focus on what we do best — connecting brands to the new majority audiences through creator-led media on YouTube.”
