YouTuber Ludwig Ahgren is launching his own creative agency, Offbrand, starting with fellow creator Felix “xQc” Lengyel’s live game show.
In collaboration with Nathan Stanz, Brandon “Atrioc” Ewing, and Nick Allen, Ludwig has announced
Offbrand, a creative agency with the goal of supporting content creators in a new way. Ludwig’s team aims to make “big ideas a reality” through production, sales, content, and relationship knowhow.
Unlike other creative agencies aimed at content creators,
Ludwig‘s is focused on supporting “showstopping” ideas. The website mentions shows, concerts, live competitions, and other large real-life productions and livestreams that go above and beyond the normal content produced on Twitch.
For example, Offbrand will debut an original content series called “Juiced” on Twitch starting Friday, September 30. The six episodes will include trivia questions and physical challenges, inspired by live game shows. “Juiced” will star Felix “xQc” Lengyel, the Juicer himself.
Ludwig explained that this is not something xQc could have put on himself without support from Offbrand. In an interview with
The Washington Post, Ludwig explained that it’s not just about views.
“Part of the idea is, let’s not just make an event that gets good views on the live stream. Let’s make an event that will be watched on YouTube. Let’s make an event where clips will explode on TikTok, Instagram, and Twitter. Let’s make more a piece of culture than just good live-streaming numbers,” Ludwig said.
The reason behind Ludwig’s decision to start a creative agency is the inevitable future where he retires from YouTube content.
In the public announcement tweet for Offbrand, Ludwig said that he will quit streaming “in the future,” but wants to be involved “behind the camera.”
Ludwig told The Washington Post that he’s been streaming for four years now. He initially only wanted to stream for five years, but he now believes he will make it past that point. There will be a time in the near future, however, where he will transition away from being a “front-facing creator.” Offbrand is his way of continuing to do things he loves when that happens.
“I’ve always accepted the fact that there will be a point where my career ends. When I’m 45 years old, certainly I will be [too] out of touch to have that on Twitch or YouTube. … Rather than fear that and try to maintain success for as long as possible, I love the idea of helping other creators make things that I think are cool,” Ludwig said.
Olivia Richman
About Olivia Richman
Olivia has worked in media ever since graduating from college, with her coverage ranging from traditional newspaper reporting to digital coverage of all things gaming, online betting, and nerd culture. She has traveled around the world pursuing that coverage, from the far coasts of the United States to the busy downtown core of Tokyo, Japan. Olivia’s favorite games include Overwatch and Super Smash Smash Bros, and she has been published at Esports Illustrated, Inven Global, EsportsInsider, Upcomer, and elsewhere.
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