Alloy Digital Acquires Generate

Alloy Digital, a creator and distributor of online video content for the 12-34 year-old market and an affiliate of Alloy Inc., has acquired Generate, a full-service studio and talent management company. Alloy CEO Matt Diamond and Generate CEO Jordan Levin made the announcement today.

Generate, launched in 2006, is a provider of customized branded content across traditional and digital platforms; a developer and producer of fiction and factual entertainment for a variety of distribution outlets; and home to a talent management division.

The new infrastructure creates a vertically integrated and powerful studio/network relationship. Similar to the major media companies, Generate Studios, the production division of Generate, will service its sister network while continuing to sell and produce for outside digital and traditional distributors. Likewise, Alloy Digital will continue to source and distribute content created in-house and through multiple third parties.

“The combination of Alloy Digital’s unmatched reach across its uniquely targeted platform, and both Generate’s talent management business and sophisticated production expertise, creates an infrastructure that represents the logical evolution of our industry and is the ideal orientation for a forward-looking media company,” said Alloy Chairperson Geraldine Laybourne, former CEO of Oxygen and Nickelodeon.

Prominent senior management of Generate will assume leadership positions within the newly consolidated company in the months ahead. Levin, who previously served as CEO of The WB Network, will join four of Generate’s early partners at Alloy: Generate Studios’ President Peter Aronson, former head of Regency Television and creative affairs for Disney Television; Head of Branded Content Jared Hoffman, former CAA literary agent and brand strategist; and two of the industry’s leading talent managers, Dave Rath and Kara Welker, all of whom will continue to serve as producers on select company projects.


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