# Content Partners and Ed Simpson launch creator-focused Wonderloom Media

- URL: https://talkfuse.com/story/content-partners-expands-into-creator-economy-launching-wonderloom-media-with-ed-simpson-acquiring-dr-insanity-true-crime-franchise/
- Published: 2026-07-14T17:32:19+00:00
- Updated: 2026-07-14T23:47:17+00:00
- Original publisher: Variety
- Original article: https://variety.com/2026/digital/news/dr-insanity-true-crime-youtube-wonderloom-content-partners-1236810322/
- Topics: Art, Business, Culture, Economy, Trending, Weird & Viral

## Key points

- Content Partners launched Wonderloom Media with Ed Simpson
- Wonderloom’s first acquisition is YouTube channel Dr. Insanity
- The venture aims to help creators build broader media businesses

## Summary

Content Partners has moved further into the creator economy by launching Wonderloom Media with veteran media executive Ed Simpson and making its first acquisition: the YouTube true-crime brand Dr. Insanity. The new venture is intended to back promising creators with investment and operational support so they can grow beyond single-platform success into broader media businesses. The move matters because it shows an established rights-acquisition company treating creator-led content as a mature, valuable part of the wider entertainment industry rather than a niche digital sideline.

Dr. Insanity, described as offering the “scariest stories on the internet”, has more than 5 million subscribers and was chosen as Wonderloom’s first deal because of its strong audience, storytelling record and scope for expansion. Simpson will serve as chief executive after roles with Brent Montgomery’s Leftfield Pictures, ITV America and Wheelhouse, bringing experience in unscripted production, acquisitions and creator investment; he left Wheelhouse last month. Content Partners, founded about 20 years ago, said Wonderloom was steered by executive vice-president Scott Hemming and partner Alphonse Lordo, with the company positioning its content-investment experience as a way to help creators understand and grow their value across both traditional and emerging media.

## Coverage

- [Variety: Content Partners and Ed Simpson launch creator-focused Wonderloom Media](https://variety.com/2026/digital/news/dr-insanity-true-crime-youtube-wonderloom-content-partners-1236810322/)
- [Deadline: Ed Simpson Launches Wonderloom Media With Content Partners, Buys YouTube True-Crime Channel Dr. Insanity](https://deadline.com/2026/07/ed-simpson-wonderloom-media-content-partners-dr-insanity-1236981373/)

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Summarised by TalkFuse (https://talkfuse.com/). Quote the original publisher for the reporting and link this page for the summary and discussion.