TheMachine Adds Four Strategic Partners to Its Production Ranks (Exclusive)

The partners bring experience in Latino content, immersive reality, and scripted content

Last Updated: January 16, 2019 @ 10:39 AM

TheMachine announced several new strategic partnerships today that will bring on Butcher Bird Studios, Compa, Pollution Studios, and Toughtown as clients as it extends its reach intoto immersive and Latino-centered content.

“We are aligning the best creatives in the entertainment business, period. From music videos to feature length documentaries, to virtual and augmented reality, our strategic partners are award-winning and talented experts in their respective fields. This is only the beginning,” president Rawn Erickson said.

The partnerships come at a time when digital media companies across the industry are struggling to succeed. Otter Media recently laid off 10 percent of its staff and Defy Media closed and laid off a majority of its staff.

“Our business model is nimble and focuses on making content that is intrinsically valued by target consumers, providing brands and advertisers relevant platforms and the best creators and talent to deliver,” Kevin Herrera, CEO of TheMachine, added.  “We are seeing a correction in our industry that will cause additional companies to change course.  By contrast, we are uniquely positioned to thrive under these circumstances.”

TheMachine will be managing business of its new clients in a talent management-type relationship while also aiming to drive new business their way by making introductions to talent and buyers. Each partner has its own specialty that the TheMachine will help them focus in on with an eye toward vertical growth.

Butcher Bird Studio is a creative media company that produces content across multiple formats, including immersive reality, digital, interactive, animation, TV, and film.

Headed by Latino video director Pedro Flores, Compa is a full production studio that specializes in Latino content. Compa’s production studio features green screen stages, editing suites, and a 3D scanner for motion capture.

PollutionTV — the creative arm of Pollution Studios, a 30,000 sq ft production-facility and indie filmmaker community — have worked with Google, Walmart, Perrier, Johnson and Johnson, Disney, Verizon, as well as 50 nonprofits over the past 5 years. Alongside nonprofit OMGCamerasEverywhere and AfterSchoolAllstars, the company runs a summer music video program that gives 10-15 year old aspiring filmmakers the opportunity to work with professionals. The team at Pollution most recently completed work on their award-winning short form program “High Cusine” for studio MiTu.

Formed by Niklaus Lange and Mike Damus, Toughtown focuses on creating content in the television commercial, narrative storytelling, and music video space.

Founded in 2017, TheMachine is a production and management firm that works with brands and advertisers to create what it calls “Consumer Valued Content,” which it describes as premium content that consumers actually want to watch.