The Maroon 5 frontman’s 222 Productions has most notably launched ‘Songland’ on NBC.
Adam Levine is doubling down on his producorial pursuits, signing an exclusive overall deal with Brent Montgomery’s Wheelhouse Entertainment — one that will see the Maroon 5 frontman and his 222 Productions feeding both scripted and unscripted content for all platforms.
The singer-songwriter and multihyphenate, whose TV credits most significantly include a nine-year stint as a coach on NBC unscripted flagship The Voice, initially has already had some success as a producer. After founding 222 Productions in 2013, first with a first-look deal at NBC, Levine successfully launched singing competition Songland and YouTube series Sugar. With him, he brings 222 Productions president Josh Gummersall and vice president of development Jason Lautenschleger.
“Adam is that rare creative talent that excites audiences worldwide with everything he does,” said Wheelhouse chief creative officer and Wheelhouse Entertainment president Eric Wattenberg, who negotiated the deal alongside attorney Jeff Worob. “Beyond his musicianship, his commercial instincts are spot on, complementing Wheelhouse’s mission to help artists realize their entrepreneurial ambitions. We’re thrilled to be in business with Adam, Josh and Jason and can’t wait to get going on what 222 is already bringing to the table.”
In addition to creating and producing entertainment projects, joining Wheelhouse gives Levine and 222 access to the company’s brand and marketing arm, Wheelhouse Labs, as well as and Wheelhouse Partners — the company’s investment division, which claims to create lucrative entrepreneurial endeavors they may want to pursue. The latter has proved an enticing pitch for Wheelhouse’s nearly-three-year pursuit in making talent pacts, the latest being with With TikTok collective The Hype House.
“My team and I are excited to partner with Brent, Eric and the team at Wheelhouse to launch this new chapter for 222 Productions,” commented Levine.
Since departing The Voice in 2019, Levine haas launched a second season of Songland on NBC and released the first track from Maroon 5’s upcoming seventh studio album.
Levine and 222 Productions are repped by CAA.