Portal A Buys Rival Production Studio Seedwell

/ Oct 24, 2013


San Francisco-based digital production studio Portal A has acquired Seedwell, another producer of original and branded online videos, for an undisclosed price.

Per the deal, Portal A will take ownership of Seedwell.com as well as the studio’s client relationships and YouTube presence, which includes the American Hipster channel, which Seedwell launched as part of YouTube’s original programming initiative.

Seedwell is maybe most well-known for “YouTube Rewind,” a video it produced for YouTube that featured Psy and went on to generate more than 127 million views.

Other Seedwell brand clients include Nike, Microsoft, Pepsi, and HTC.

According to Portal A, Seedwell’s three co-founders — Beau Lewis, Peter Furia, and David Fine — will maintain some sort of relationship with Portal A: Fine will direct “key” Portal A projects while Lewis and Furia will stay on as advisors, contributing to “key creative, production, and business decisions” in the future. Also Seedwell employees will be hired by Portal A on a contract basis.

Portal A, which is currently producing a web series for AARP starring George Takei, says it’s already profitable, with revenues climbing by more than 150% in each of the past three years. The studio now has 15 employees based out of San Francisco and Los Angeles.

The studio also recently sold its reality web series, “White Collar Brawler,” to NBCUniversal, which will air a TV version on its new Esquire network beginning this winter.

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