Content Partners, the 20-year-old creative rights acquisition firm, is expanding into the creator economy by launching a new venture called Wonderloom Media alongside media executive Ed Simpson. The new company aims to partner with promising online creators to help them scale their operations and better understand their value across both emerging and traditional media platforms, reflecting the growing maturity of the creator economy within the wider media industry.

Wonderloom's first move has been to acquire the popular YouTube true-crime channel Dr. Insanity, which has more than five million subscribers. Simpson, previously a longtime executive alongside producer Brent Montgomery at Leftfield Pictures, ITV America and Wheelhouse, will serve as Wonderloom's chief executive, having left Wheelhouse last month. The launch was overseen by Content Partners' executive vice president Scott Hemming and partner Alphonse Lordo, with legal counsel provided by Willkie Farr & Gallagher, Paul Hastings, Night and Baker & Hostetler.