Content Partners, Ed Simpson target creator economy investments with new outfit

Pictured L to R: Alphonse Lordo, Scott Hemming and Ed Simpson

LA-based investment firm Content Partners is teaming with former Wheelhouse chief strategy officer Ed Simpson to launch a creator-focused content company, Wonderloom Media.

Simpson, who left Wheelhouse in March after eight years, will serve as CEO of the new outfit, which said it plans to acquire and grow “high-potential YouTube-native and creator-led content businesses.”

As its first investment, Wonderloom Media has acquired true-crime YouTube channel Dr Insanity, which has amassed 5.3 million subscribers and more than 1.3 billion views since its launch in 2022. Financial terms were not disclosed.

The channel is focused on what it describes as “fact-checked” true crime documentaries. “Our content is educational, newsworthy, and based on authoritative sources,” reads the channels description section. Dr Insanity’s top-performing videos have upwards of 30 million views each, while around 25 videos have more than 15 million views each.

Founded by Steven Blume and Steven Kram in 2006, Content Partners says it has acquired “interests” in more than 800 studio movies and 3,000 hours of television. The company co-owns the CSI franchise as well as owning the true-crime franchise Forensic Files and the Revolution Studios film catalogue.

Simpson was a key figure in the launch of Wheelhouse, as well as serving as president of Wheelhouse’s digital and audio arm Wheelhouse DNA for four years from 2021 to 2025. Prior to joining the US company in 2018, Simpson was the executive VP of business development and international at ITV America and before that held the same title at Leftfield Entertainment.

The launch of Wonderloom comes as various other companies launch funds with a view to buying up IP and talent from the creator economy. Just last month, talent agency CAA and private equity firm TPG set up a US$250m holding company, Compound Creative Holdings, designed to make investments in the creator space.

“YouTube is no longer the disruptor. It has become the incumbent. The creator economy has matured into one of the most important sectors in media, and Wonderloom is built with the creative and operational experience to deliver on the needs of creators as they expand into diversified media businesses,” said Simpson.

He added that Dr Insanity was the ideal first acquisition due to its “strong editorial voice, a loyal audience, proven storytelling and meaningful room to expand.”

Content Partners execs Scott Hemming and Alphonse Lordo said: “Our experience investing in content gives us a unique vantage point, and we’re applying that expertise to build this new venture.

“By evolving our content libraries into active creator partnerships, we will drive creator ascension, delivering hands-on support to help top creators build and scale high-quality, original programming at a pivotal moment for the industry.”