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Towerhouse Opens Digital Management Business With New YouTube Deals Spanning Sports, Kids Content and ‘American Mayhem With Larry the Cable Guy’
The Apex Times

THE APEX TIMES

Culture/The Apex Times/Jun 24, 10:05 AM EDT

Towerhouse Opens Digital Management Business With New YouTube Deals Spanning Sports, Kids Content and ‘American Mayhem With Larry the Cable Guy’

V10 Entertainment’s management company Towerhouse said it has signed a series of YouTube content creators, including Culture Genesis and sports rights partners tied to the LPGA, MotoAmerica and Japan Racing Association, plus Gunpowder & Sky-owned children’s channels Cut and HiHo Kids.

2 min readEditor-approved Apex article

Towerhouse, the management business launched by V10 Entertainment, has begun lining up YouTube creators through a set of digital management deals that span sports programming, family and children’s channels, and a syndicated comedy-adjacent series featuring Larry the Cable Guy, according to an announcement published June 24 by Deadline.

The company said Culture Genesis, which describes itself as a creator and platform brand focused on culture programming, has entered into a management agreement with Towerhouse for its YouTube presence. Deadline also reported that Towerhouse has signed deals tied to major motorsports and racing brands, including MotoAmerica and the Japan Racing Association (JRA), as well as the LPGA.

In the entertainment category, Towerhouse’s reported roster includes American Mayhem with Larry the Cable Guy, a syndicated series that has an established audience online and that now will be managed on YouTube through Towerhouse, Deadline reported. The announcement frames the agreements as part of Towerhouse’s effort to build what it calls a “content creation and” management operation.

Towerhouse also said it has worked with Gunpowder & Sky, a children’s media company, on two YouTube channel relationships: Cut and HiHo Kids. The deals expand the management portfolio into programming aimed at younger viewers, with Deadline describing the channels as part of a broader suite of YouTube content brands that Towerhouse is taking on.

Deadline’s report described the announcements as an “exclusive” look at the scope of Towerhouse’s early partner intake, characterizing the new agreements as a “suite” of YouTube creators and content brands joining the company’s management platform. The article did not provide financial terms or specific start dates for each individual creator relationship.

Towerhouse’s positioning, as described in the coverage, centers on connecting production and distribution to management services in the digital environment, reflecting a common industry shift toward consolidating creator representation and audience growth on major platforms such as YouTube. The parties referenced in the announcement cover multiple content genres, from sports competition coverage ecosystems to family-focused programming.

The next step for viewers and followers will be whether the partnerships lead to visible changes on the channels, such as revised posting schedules, branding updates, or coordinated marketing for YouTube distribution. Deadline did not outline deliverables or performance metrics, and no deal durations were included in the report.

Why It Matters

  • The deals reflect how sports and entertainment brands are increasingly using management arrangements to coordinate YouTube growth and distribution.
  • Because the partnerships cover multiple genres, changes to upload strategy or content packaging could affect both mainstream audiences and family and children’s programming viewers.
  • Management consolidation can also shift how brand rights and promotional responsibilities are organized across creators and platform channels.
  • For the leagues and racing organizations referenced, the agreements represent an expanded effort to reach audiences through digital distribution rather than relying solely on traditional media pathways.

Sources

Key Facts

  • Towerhouse, a management business associated with V10 Entertainment, said it has signed digital management deals for multiple YouTube content brands.
  • The announced partners include Culture Genesis and YouTube relationships tied to the LPGA, MotoAmerica and the Japan Racing Association (JRA).
  • Towerhouse also reported deals covering American Mayhem with Larry the Cable Guy for YouTube distribution and management.
  • Gunpowder & Sky-owned channels Cut and HiHo Kids were included in the announced YouTube management roster.
  • Deadline published the announcement on June 24, 2026, describing it as an exclusive look at Towerhouse’s early partner intake.
  • The company describes its operation as a “content creation and” management business, in language quoted in the report.
Towerhouse Opens Digital Management Business With New YouTube Deals Spanning Sports, Kids Content and ‘American Mayhem With Larry the Cable Guy’ | The Apex Times