On March 01, the Wasserman Media Group, LLC, a sports and entertainment company specializing in talent management and lifestyle-focused marketing, purchased 411 Productions. The acquisition offers 411 Productions an opportunity to expand its development and distribution reach across both endemic and non-endemic media and retail platforms.
“The transition of 411 Productions from a fledgling idea to the dominant global producer of action-sports content has been an exciting ride over the past eleven years. Since day one, 411 has been committed to supporting and growing the sports we cover by providing authentic coverage to the widest audience possible,” said 411 President and CEO Josh Friedberg. “We’ve gotten to where we are today by connecting people to their passions and it’s great to find a partner like WMG who respects and believes in our ideals.”
The deal extends Casey Wasserman’s Wasserman Media Group into the youthful alternative-sports arena. The group already includes the Familie, a management company that represents skateboarders, surfers, and snowboarders.
“It is a large and growing segment in sports. We’re trying to be in the business that I call lifestyle business,” Wasserman said in an article on Variety.com. “Inside action sports, there’s a great deal of business you can be in. You can be in clothing, you can be in television, hardware, and videogames.”
411’s top sellers are skateboarding videos, which sell about 60,000 copies a month at skate shops and through subscriptions.
Top priority for Wasserman is to expand distribution to mass retailers. He also envisions promoting 411’s video production and relationships with athletes to cable services and movie studios.
“We want to leverage their expertise and introduce them into a whole new world, maybe get them a half-hour on a cable channel or create a reality program,” he said.
Wasserman Media Group also includes naming-rights consultant Envision; music-management company DC Music, which represents Coldplay; and Arena Football League team the Los Angeles Avengers.