Brent Montgomery’s Wheelhouse, Social Platform Zigazoo Launch Studio to Develop Content From Young Creators (EXCLUSIVE)
Brent Montgomery’s media company Wheelhouse and kids and teens-friendly social media platform Zigazoo have teamed on a new studio that will develop projects based on content from Gen Alpha stars on th
Brent Montgomery’s media company Wheelhouse and kids and teens-friendly social media platform Zigazoo have teamed on a new studio that will develop pr
Read Full Story at Variety →Why This Matters
The collaboration marks a strategic pivot toward Gen Alpha creators, who are redefining digital media consumption with their native understanding of interactive platforms. By leveraging Zigazoo’s youth-driven ecosystem, Wheelhouse gains early access to the next generation of talent before traditional media fully adapts to their preferences.
Background Context
Wheelhouse, known for reviving classic franchises like *Pawn Stars*, has recently expanded into digital-first content to counter declining linear TV audiences. Zigazoo, launched in 2020, has quietly grown to over 100 million users by focusing on short-form, parentally controlled content—filling a gap left by TikTok’s stricter under-13 policies.
What Happens Next
Expect a surge in co-created projects tailored to Gen Alpha’s hybrid play habits, from gamified storytelling to real-time community engagement. The studio’s success could pressure competitors like ViacomCBS or Disney to fast-track similar initiatives—or risk ceding ground to nimbler, creator-led models.
Bigger Picture
This deal reflects a broader shift where traditional media is no longer dictating trends but instead racing to partner with platforms already embedded in young users’ lives. The rise of algorithmically driven, micro-content ecosystems signals the end of one-size-fits-all programming—and the dawn of a creator-driven, decentralized media economy.
