Fixated, a content creator management company founded in 2023, has secured a $10 million investment from Eldridge Industries as part of a $12.8 million funding round. 

Eldridge, headed by CEO Todd Boehly, now holds what the company describes as a “vast minority” stake in Fixated, according to The Hollywood Reporter.

The company is led by co-founders Zach Katz, former president of e-sports brand FaZe Clan, and Jason Wilhelm, who previously co-founded TikTok creator management company TalentX. 

Fixated’s client roster includes creator Zach Justice, Twitch streamer Sketch, chess influencers Andrea and Alexandra Botez, and contortionist Sofie Dossi, who gained prominence on America’s Got Talent and now commands 12.4 million TikTok followers.

Business Model

Fixated addresses what its founders identify as a “massive hole” in the creator economy. The company differentiates itself from traditional representation by offering advanced management services beyond securing brand deals.

“I came into this business from a related industry in the music business, where the support system for artists has been the same,” Katz told The Hollywood Reporter. “In digital entertainment, this didn’t really exist.”

Wilhelm noted that Fixated helps creators with content across multiple platforms including Snap, Facebook, YouTube, and streaming services. “Most of the money creators generate comes from content,” Wilhelm explained. “All these platforms are different from one another and being an expert on all of them is difficult.”

The founders observe a shift in creator ambitions away from using digital platforms primarily as stepping stones to traditional Hollywood careers. 

“The big ambition has changed from the ultimate success looking like having a show on Netflix or Hulu to, ‘How do I actually build a business that takes the gazillion eyeballs out there, and how do I become a star on all those platforms?'” Katz stated.

TV veteran and 5X Media executive Alon Shtruzman shares the same sentiment: digital creators, not networks, will lead the future of entertainment.

“What we see is a massive crisis in Hollywood on the one hand, and an explosion of social media talent and content on the other,” Alon recently told Net Influencer. “There are much fewer productions of movies, and TV shows, and producers need to find new channels for content creation and monetization. Digital creators and influencers have dominated the Internet for years, but it’s time for Hollywood producers to reinvent themselves in that space.”

Eldridge Industries’ investment portfolio includes A24, the Los Angeles Dodgers, and a stake in The Hollywood Reporter through a joint venture with Penske Media Corporation.