Exclusive: Unicorn launches to help creators build YouTube shows
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Former Doing Things Media executive Scott Dunn and former BuzzFeed and Doing Things producer Chris Gera have teamed up to launch Unicorn, a hybrid content studio and talent management firm focused on creating IP.
Why it matters: The firm provides a new business model for the creator economy and helps digital creators build sustainable content businesses.
The big picture: Digital creators can hit a ceiling after building large audiences on TikTok or Instagram and struggle to evolve into long-form storytellers who can better monetize their work.
- Digital studios that have launched in recent years have leaned into a man-on-the-street format and focused on TikTok and short form. Unicorn differs by starting with the talent instead of format, signing as their manager and building unique shows, and by prioritizing YouTube and long form.
- "We want to build this reputation of being the most creative, chronically online, content-obsessed people that is only available for our clients," Dunn said. "Part of our motto is cut out the middle man, cut in the creator."
How it works: Unicorn has signed five creators and launched two shows — an interview show called "Chicken Show" and a dating show called "The Daddy Academy." Its growing roster comprises Maxine the Fluffy Corgi, Niko Emanuilidis, Old Jewish Men, Olivia Herman and Matty, Kaido and Gojo.
- The company is developing shows around its other creators and films at a studio in Gowanus, Brooklyn, where it has custom sets for each show.
- Unicorn split profits and IP ownership 50/50 with the creators. Revenue comes from YouTube ads and brand sponsorships, along with direct-to-consumer businesses like merch, subscriptions and products.
- It's currently a two-man company with Dunn leading management and Gera running production.
Between the lines: Dunn has rich experience in digital media. He previously worked at animal-focused media brand, The Dodo. At Doing Things, he helped create Recess Therapy and Bob Does Sports. He co-founded Little Chonk, a pet brand selling dog backpacks and other items.
- Dunn said he has long had an affinity for the symbolism of a unicorn. He launched a different startup with that name in 2016 that was an app for connecting early-stage investors and entrepreneurs.
- He repurposed Unicorn again in 2020 when launching a management firm and signing talent like Bryan Reisberg, owner of Maxine, and Cliff Brush Jr., owner of a goldendoodle named Brodie (@brodiethatdood).
Follow the money: Unicorn has raised a $900,000 seed round led by Powerhouse Capital to grow its team and scale production capacity.
- Other investors are Cameron Kadison, manager of Bob Does Sports' Robby Berger, and Assaf Swissa, founder of creative agency Superdigital. RockWater Industries' founder Chris Erwin is a strategic adviser.
What's next: Unicorn plans to sign 12 to 14 creators and develop shows around food, sports and parenting. The company is in active talks with potential hires across production, management and sales, Dunn said.
- Dunn said Unicorn may occasionally consult with brands or creators in one-off capacities but its core focus will be its managed talent.
