Shopify has been on a roll, with its business of powering retailer websites expanding during the coronavirus crisis — and its market cap up 148% since the start of the year. Now, in an unusual move, the e-commerce platform has ambitions to break into TV.

On Aug. 18, Shopify’s production arm Shopify Studios will debut its first TV show, an eight-episode reality series called “I Quit” that follows individuals who have quit their jobs to start their own businesses and will air on Discovery. However, aside from the role of Shopify COO Harley Finkelstein as one of the show’s mentors, the series will not be larded with Shopify’s branding or promotion of its platform. In fact, the series will be “completely unbranded,” said Sarah North, a TV and digital video production veteran who joined the company as head of Shopify Studios in September 2019. 

Formed in January 2019, Shopify Studios is focused on developing and producing unscripted shows and films to air on TV networks and streaming services. Among the projects in the works is a feature-length documentary that will not feature Shopify’s brand nor any merchants that use its e-commerce platform, North said. One sign of how much of Shopify Studios’ work is marketing would be whether the studio is organized within the company’s marketing department. It’s not. Instead Shopify Studios operates as its own business line and reports directly to the company’s COO.

“At its core, Shopify Studios is a full-service film-and-TV production company,” said North, noting that Shopify Studios participates from a project’s development to its production, its sale to distributors and its debut.

Shopify believes “I Quit” and other shows and movies it produces will ultimately benefit its core e-commerce business by drawing attention to the businesses powering the burgeoning direct-to-consumer retail industry.

Asked about measuring Shopify Studios’ benefit to its broader business during the company’s earnings call in April 2019, Shopify CEO Tobi Lutke said Shopify Studios’ work would help to demystify the process of people starting their own businesses and spur more individuals to do so. As for tracking the return on the company’s investment, he admitted that would be “tricky” but added that “we are not falling into the trap of only doing short-term things because they happen to be more trackable.”

“They’ve been very clear that they don’t want their brand featured,” said Jon Murray, co-founder of Bunim-Murray Productions, which is co-producing with Shopify Studios a documentary series about disabled entrepreneurs titled “Born for Business.”

Shopify has applied its knowledge of the subject matter — entrepreneurship — to the shows while operating as a typical co-producer and financier rather than strong-arming productions as an advertiser might a commercial shoot. “It’s really a perfect situation where, in working together, we both understand what we’re bringing to the project and are respectful of each other,” Murray said.

As chief strategy officer at production company Wheelhouse Entertainment — whose subsidiary Spoke Studios is co-producing “I Quit” with Shopify Studios — Ed Simpson receives “a lot of emails and contacts” from companies trying to get into the TV business. So when Shopify Studios reached out sometime before the studio’s formation, his initial reaction was a bit skeptical. Then he heard the company out.

“One of the first things they said to me was, ‘We want to make great content.’ I was like, ‘OK, cool. How many times do you want your brand mentioned?’ They were like, ‘No, you don’t understand. What we want is to make great content. We don’t care how many times the brand name comes up,’” Simpson recalled.

Shopify Studios has hired people, such as North, with TV and film production backgrounds. Among them is Pam Silverstein, who has worked in branded content but also served as an associate producer on “Mortal Engines,” a film directed by Oscar winner Peter Jackson, and got her start in the mail room at Hollywood talent agency ICM Partners. 

When Silverstein was recruited to join Shopify Studios as an executive producer for film and TV, she received a similar pitch to the one Shopify has given to the production companies. “It wasn’t [that Shopify was] looking to write a check or look for an equity opportunity and just do a set visit and take a vanity credit,’” Silverstein said. 

Shopify has allowed Shopify Studios to operate as a normal production company, albeit one housed within and with the backing of a tech company. For example, Shopify Studios updates Shopify’s finance department regularly on programs’ costs, sending through cash flow documents and cost reports as a production firm would typically provide to a show’s financier. 

“That comes into the trust that’s been given to me where I’m looking at where dollars are spent and do we want to go capture this moment or that moment, do we want to reshoot, do we want to add more cast members,” Silverstein said.

Meanwhile, Shopify Studios’ involvement in shows’ production has been similarly consistent with how a co-producer participates in a project, from brainstorming ideas during the development phase to providing notes during production. “Pam has visited the set, and we have weekly calls with her and the team,” said Murray.

“Shopify was as involved in [‘I Quit’] as myself and other [executive producers] on the show. And I say that in a positive way,” said Simpson.

Shopify also seems to recognize when aspects of the work are best left to its production partners. For example, Shopify Studios may have been met with skepticism when pitching “I Quit” to show buyers at TV networks and streaming services. So it didn’t try to be the one spearheading the pitch process. 

“We did lead the way in the pitch and negotiating because we had the decades of relationships with the networks. It just means that we walk into a much warmer room than Shopify, who is just launching their [studio] business,” Simpson said. 

There is at least one example, however, of how Shopify Studios is able to uniquely participate in a show’s production. The opening of “I Quit” aims to show the trend of people quitting jobs to start their own businesses. Shopify Studios turned to the company’s data scientists to pull numbers on how many people are doing this and have those numbers reflect in the show’s opening. “That really helps the creative,” Silverstein said.

Disney+, the streaming service from The Walt Disney Company, has scheduled a mid-September premiere date for the star-studded docuseries Becoming, from executive producer LeBron James.

The previously announced cinéma verité series will spotlight the career origins of various world-class entertainers, musicians and athletes with each episode following a famous face as they tour the locations central to their upbringing.

The 10-episode series will also feature interviews conducted with, and rarely-heard anecdotes from, family, coaches, teachers, trainers, mentors and friends.

Featured throughout season one are the origin stories of such entertainers as Adam Devine, Nick Kroll, Caleb McLaughlin, Nick Cannon, Colbie Caillat, Ashley Tisdale and Julianne Hough; and athletes Candace Parker, Anthony Davis (pictured) and Rob Gronkowski.

Becoming is produced by ESPN Films, The SpringHill Company, Wheelhouse Entertainment’s Spoke Studios and ITV America.

SpringHill’s LeBron James, Maverick Carter, Jamal Henderson and Philip Byron serve as executive producers alongside Brent Montgomery and Joe Weinstock for Spoke Studios; and Jordana Hochman and Rebecca Bruno for ITV America.

Becoming premieres on Disney+ on Sept. 18. Check out a trailer below:

EXCLUSIVE: Discovery Channel is launching new business format I Quit, with a slew of entrepreneurs risking it by giving up their jobs to follow their passions.

However, the business model behind the show, which launches Tuesday August 18, may be the real point of interest for producers.

The show comes from Shopify Studios, the television production and financing arm of the global online commerce service, and Wheelhouse Entertainment’s Spoke Studios. It was financed and produced by these companies before being picked up by the factual broadcaster, which unusually has just taken U.S. rights rather than full global rights to the format.

I Quit follows six sets of hopeful entrepreneurs as they leave their steady incomes and retirement plans behind, going all in on their dreams of launching their own businesses. Along the way, they will be mentored by three successful business leaders – Harley Finkelstein, COO of Shopify, Debbie Sterling, CEO of the children’s multimedia company GoldieBlox and Tricia Clarke-Stone, co-founder and CEO of creative and tech agency, WP Narrative.

It features the likes of newlyweds Matteo and Julie trying to launch a versatile attire company, parents Mike and Gloria building a BBQ sauce business and best friends Ashanti, Jasmine and Tyshemia looking to disrupt the wine industry. Unbeknownst to the groups, the most promising business will receive $100,000 to fuel their growth at the end of the year. See clip below.

Created by Shopify Studios and Wheelhouse Entertainment’s Spoke Studios, it is produced for Discovery in the U.S. by Shopify Studios, Spoke Studios and ITV America. For Shopify Studios, Tobi Lütke and Pam Silverstein are executive producers. Brent Montgomery, Ed Simpson and Will Nothacker are the executive producers for Spoke Studios, and Karen Kunkel Young and Steve Kantor executive produce for ITV America. For Discovery, Gretchen Morning is the executive producer and Jessica Mollo and Kerresha Musgrove are associate producers.

Ed Simpson, Wheelhouse Group Chief Strategy Officer, said, “To create a show about entrepreneurship, alongside a company entirely committed to fueling small business and supporting entrepreneurs, and to do it for a network partner like Discovery, which has always spotlighted hard work and ingenuity, is a great reflection of what Wheelhouse was built to do. This is the kind of innovation we strive to achieve in our business model and strategic relationships, and we’re proud to see it come to fruition.”

Sarah North, Head of Shopify Studios, said, “I Quit and our partnership with Spoke embody the mission of Shopify Studios and its approach to content, which is to align with best-in-class producers and creatives to bring real stories of entrepreneurship – like those in this series – to light. While the journeys of the business owners may vary and run the gamut of industries and challenges, the true grit and emotional resilience required for success are universal. We hope I Quit inspires the entrepreneurial spirit for viewers everywhere.”

Joseph Boyle, SVP of Production and Development, Discovery, added, “Discovery has always championed stories of individuals who risk it all to follow their dreams. I Quitis one of those projects. Over the course of a year, we follow real people as they make the difficult decision to leave the safety of their careers and devote themselves full-time to launching their own businesses. It’s an intimate and honest look at what it really takes to pursue the American Dream.”

Veteran CAA agent Eric Wattenberg has joined Brent Montgomery’s media, marketing and investment company Wheelhouse Group as chief content officer.

Wattenberg (pictured) will work across the entire Wheelhouse group, including packaging long- and short-form TV and digital/streaming series, and advancing scripted and feature projects. He will additionally work with the industry’s major agencies and management companies to maximize opportunities for media and talent partnerships.

Meanwhile, he will focus on working with current Wheelhouse talent and creating a “first stop” for A-listers from the worlds of entertainment, sports and music to grow Wheelhouse’s roster of talent.

His remit will include the company’s talent and content arm, home to Jimmy Kimmel’s production and media label Kimmelot, premium film and TV company Campfire, live entertainment and production giant Den of Thieves, digital content studio Portal A, Spoke Studios, Wheelhouse Labs (the company’s in-house creative and branding agency) and the company’s growing business development and investment arm.

Wattenberg joined CAA in 2009, where he ran the agency’s alternative programming and packaging department. CAA sold programs including Lip Sync Battle, 90 Day Fiancé and Ink Master, among others, under his guidance.

He has represented highest-profile on-air talent including Kelly Ripa, Andy Cohen, Nick Cannon, Hoda Kotb, Neil Patrick Harris, Billy Porter, Dr. Oz, Jenna Bush Hager, Russell Wilson, Ciara and Ted Allen.

“Eric was in my first ever agency meeting and has been a colleague and friend ever since; he is one of the most respected agents in the history of unscripted and I’m thrilled, both professionally and personally, to be working with him now as my partner,” said Wheelhouse CEO Montgomery in a statement. “He joins us at an exciting and pivotal time, and represents a major step in building out our overall content business as we work to grow Wheelhouse Group into a home for five-star talent looking to match our ambition and momentum with the expansion of their own brands.”

Added Wattenberg: “CAA is an incredible organization and I have been beyond blessed to work alongside some of the world’s top talent — not just on the client side, but within the walls of this remarkable agency that makes you want to be the very best — for your clients, for your partners, and for yourself. Brent’s vision for Wheelhouse Group as an aggregator of talent, content, brands and capital feels like a swing for the fences in the evolution of our business; it is a uniquely exciting, entrepreneurial prospect that I simply couldn’t pass up. I am incredibly grateful to my colleagues at CAA for the amazing opportunities and friendship they have offered me over 10 years, and I plan on continuing to work with them very closely in this new venture.”

Eric Wattenberg, longtime CAA agent and co-head of its alternative television department, has joined producer Brent Montgomery’s Wheelhouse Group as chief content officer.

Wattenberg will spearhead content development across Wheelhouse’s TV, film and digital operations, as well as its Wheelhouse Labs branded entertainment wing. The deal is a coup for the company, launched by “Pawn Stars” creator Montgomery in January 2018 after getting his final payout on the $360 million sale of his previous Leftfield Entertainment banner to ITV Studios.

Over the past two years, Wheelhouse has set up creative pacts with Jimmy Kimmel’s Kimmelot, actor-producer Zachary Quinto and athletes such as Steph Curry, Carmelo Anthony and Odell Beckham Jr. Wheelhouse owns a majority interest in Den of Thieves, the live event production company, and it has a range of interests in production banners including Campfire, Spoke Studios and Portal A.

Montgomery, CEO of Wheelhouse, recruited Wattenberg to oversee content development as Montgomery turns his focus to generating sources of production financing directly from advertisers and on consumer product development. Wheelhouse has made a number of investments in startups and budding businesses that have potential to be adapted into media properties.

To date, Wheelhouse has invested a handful of companies including men’s activewear line Rhone, live outdoor exercise service Hydrow, culinary community Food52 and children’s media company Goldieblox, which makes engineering-related toys designed for girls.

Wattenberg was an ideal choice for the chief content officer role because of the depth of his relationships in the creative community and his experience in packaging series projects for a wide swath of TV buyers.

“I was looking for someone with my level of relationships with buyers and producers to take a lot of stuff off my plate,” Montgomery told Variety. “I needed somebody who could keep up with the ambition of what we’re trying to build.”

Based in New York, Wattenberg has been with CAA since 2009, rising to co-head of its alternative TV arm with Alan Braun, who is based in Los Angeles. Before CAA, Wattenberg was an agent at N.S Bienstock and at William Morris Agency. Montgomery noted that his first-ever meeting at an agency was with Wattenberg. The two have been friends and colleagues ever since.

During his tenure at CAA, Wattenberg’s clients have encompassed marquee names — Kelly Ripa, Andy Cohen, Nick Cannon, Hoda Kotb, Billy Porter and Neil Patrick Harris among them — and production banners such as Imagine Entertainment, BBC Worldwide Prods. and Matador Entertainment. Wattenberg called CAA “a remarkable agency that makes you want to be the very best,” but the chance to shift gears and work with Montgomery was too compelling to turn down.

“Brent’s vision for Wheelhouse Group as an aggregator of talent, content, brands and capital feels like a swing for the fences in the evolution of our business. It is a uniquely exciting, entrepreneurial prospect that I simply couldn’t pass up,” Wattenberg said. “I am incredibly grateful to my colleagues at CAA for the amazing opportunities and friendship they have offered me over 10 years, and I plan on continuing to work with them very closely in this new venture.”

Longtime CAA agent Eric Wattenberg is set to leave the agency after ten years to join Wheelhouse Group.

Wattenberg, who was Co-Head of Alternative Television at CAA, becomes Chief Content Officer at Brent Montgomery’s media, marketing and investment company.

He will run all of the company’s entertainment endeavors, packaging long and short-form TV and streaming series, advancing scripted and feature projects and working across its talent and content arm.

The latter includes Kimmelot, Jimmy Kimmel’s production company, which produces ABC’s Live in Front of a Studio Audience and Comedy Central’s Crank Yankers, Campfire, which produces Netflix’s The Innocent Man, Den of Thieves, Portal A and Spoke Studios.

He will also work with Wheelhouse Group’s media and talent partnerships including NFL wide receiver Odell Beckham Jr. and Star Trek’s Zachary Quinto as well as its investments including activewear firm Rhone, live outdoor rower Hydrow, culinary community Food52 and children’s media company Goldieblox.

At CAA, Wattenberg has represented talent including Kelly Ripa, Andy Cohen, Nick Cannon, Hoda Kotb, Neil Patrick Harris, Billy Porter, Dr. Oz, Jenna Bush Hager, Russell Wilson and Ciara and Ted Allen as well as production companies including Truly Original, Imagine Entertainment, Matador Content, Sharp Entertainment, Nick Cannon’s N’Credible and BBC Worldwide Productions.

Alan Braun remains Head of the Alternative TV group at CAA.

“Eric was in my first ever agency meeting and has been a colleague and friend ever since; he is one of the most respected agents in the history of unscripted and I’m thrilled, both professionally and personally, to be working with him now as my partner,” said Montgomery. “He joins us at an exciting and pivotal time, and represents a major step in building out our overall content business as we work to grow Wheelhouse Group into a home for five-star talent looking to match our ambition and momentum with the expansion of their own brands.”

Wattenberg added, “CAA is an incredible organization and I have been beyond blessed to work alongside some of the world’s top talent – not just on the client side, but within the walls of this remarkable agency that makes you want to be the very best – for your clients, for your partners, and for yourself. Brent’s vision for Wheelhouse Group as an aggregator of talent, content, brands and capital feels like a swing for the fences in the evolution of our business; it is a uniquely exciting, entrepreneurial prospect that I simply couldn’t pass up. I am incredibly grateful to my colleagues at CAA for the amazing opportunities and friendship they have offered me over 10 years, and I plan on continuing to work with them very closely in this new venture.”

Zachary Quinto’s production company Before the Door Pictures is ramping up operations, signing first-look deals with AMC for scripted projects and with Spoke Studios, the production arm of Brent Montgomery’s Wheelhouse Entertainment, for unscripted fare.

Additionally, Before the Door Pictures has hired Steve Baker, former VP in HBO Series Programming, as Head of Production, and has promoted Marie Nikolova to Development Executive.

Launched in 2008, Before the Door Pictures announced its arrival with its first feature, J. C. Chandor’s Margin Call, winning two Indie Spirit Award and landing an Oscar nomination. As it bulks up and partners up with AMC and Spoke, the company plans to develop projects in film, television, and across all media.

Before the Door’s two-year first-look deal with AMC for scripted series stems from Quinto’s starring role on the network’s supernatural horror drama series NOS4A2.

“We’re so happy to expand our relationship beyond Zach’s scarily wonderful performance on NOS4A2 to embrace his shingle Before the Door Pictures,” said Sarah Barnett, President of AMC Networks’ Entertainment Group & AMC Studios. “Zach has impeccable taste, sharp creativity and a passion for elevating unique voices and stories. We’re very excited to be working together in this collaborative new way.”

On the unscripted side, Quinto will work with the Spoke Studios team to develop and produce unscripted series and feature documentaries for TV and film, streaming, and podcasting.

“We’ve been fans of Zach for a long time and have been impressed by his substance, his intellect and his range, all of which are evident in his work as a performer and a producer,” said Co-Presidents of Spoke Studios, Wiill Nothaker and Joe Weinstock. “This is an exciting partnership and we’re eager to delve into rich, new creative worlds together.”

Before the Door Pictures’ credits also include the features All Is Lost, A Most Violent Year, Breakup at a Wedding, Banshee Chapter and Aardvark, as well as the Starz documentary series The Chair and History’s recent revival of In Search Of… which Quinto also hosts. The company currently has projects set up at A24, Bad Robot/Paramount.

“My interests have always been rooted in telling meaningful stories which speak to people from all walks of life,” said Quinto. “I feel lucky to have found the creativity and collaboration in Steve and Marie that will help propel our collective vision forward and redefine Before the Door Pictures. I am especially thrilled to announce these new partnerships with my AMC family – who have been so wonderfully supportive and encouraging over the course of the past two seasons of NOS4A2 – and Spoke Studios, a unique and innovative presence in the industry. This is an exciting time for Before the Door – we are developing so many projects that we are eager to share with the world.”

Disney+ is teaming with LeBron James on a docuseries that spotlights the upbringing for athletes and celebrities, “Becoming,” TheWrap has learned exclusively.

“Becoming” is a documentary series which chronicles the origin stories of world-class entertainers, musicians and athletes. Each episode takes a different celebrity back to their hometown for an inspiring look at how they became the superstar they are today. Anthony Davis, Caleb McLaughlin, Candace Parker and Nick Cannon are among those that will be spotlighted.

The series was originally created for Disney XD by ESPN Films and marks the first collaboration between ESPN and Disney+.

“Becoming” is produced in conjunction with James, Maverick Carter, Jamal Henderson and Philip Byron from SpringHill Entertainment. Brent Montgomery and Joe Weinstock executive produce for Spoke Studios; and Jordana Hochman and Rebecca Bruno executive produce for ITV America.

Disney’s highly-anticipated streaming platform will be available beginning Nov. 12 for $6.99 a month or as part of a $12.99 bundle with Hulu and ESPN+. Last week, Verizon said it would give its unlimited wireless customers a free year of access to the streaming service.

Along with housing its own vast library of content, Disney+ will feature original “Star Wars,” Marvel Studios, Pixar, National Geographic and, of course, Disney productions. Readers can find every project that’s been announced so far here.

Disney+ is one of four major streaming services launching within the next six months; Apple TV+ debuts on Friday, Nov. 1. WarnerMedia and NBCUniversal will debut theirs next spring.

Andy King, the breakout star of Netflix’s Fyre Festival documentary, who was willing to “do whatever it took” to make the weekend happen, is set to front his own TV project after striking a talent deal with Spoke Studios.

King, who is a high-profile event producer outside of his work with Billy McFarland’s chaotic con-fest, has been a hot commodity since offering his help on the festival. Spoke Studios, producer of Discovery’s Idaho-set doc series River of No Return, has secured a “sweeping” talent deal in a competitive situation.

Spoke is currently shopping a TV series featuring King, who has been likened to being the Tim Gunn of the event production world, to a range of broadcasters and platforms. The company is also keen to leverage King’s frankness and his talent and brand experience across genres from original talk shows, unscripted series and podcasts.

King has worked with the likes of Leonardo DiCaprio to The Rolling Stones and on events such as Global Green’s annual Oscars gala and the launch party for the world’s largest ferris wheel at Caesars Palace in Las Vegas.

Producer Mark Allen Johnson, who has worked on shows such as American Underworld and Extreme Smuggling, is partnered with King on the deal after introducing him to Spoke Studios and the deal was brokered by Matt Sugarman at Weintraub|Tobin and Michael Salerno at Wheelhouse.

No one was more surprised than I was that a documentary spotlighting my only professional strike-out would result in an unbelievable outpouring of love and support, and overwhelming amount of interest and offers.

“No one was more surprised than I was that a documentary spotlighting my only professional strike-out would result in an unbelievable outpouring of love and support, and overwhelming amount of interest and offers. I’ve had a long, successful career as an event producer, and took an extraordinary leap of faith sharing openly and honestly my unique personal experience on Fyre Fest, and the phone has been ringing off the hook ever since. The barrage of memes notwithstanding, I’ve been granted an opportunity that’s impossible to pass up,” King said. “While, lately, I’ve said a word I’m not really used to ever saying ‘no’, I am excited to get behind brands of all types, after such a great experience with Ryan Reynolds and Aviation Gin, and I’m in great hands with Spoke Studios and excited to push the envelope with new business and media ventures, while continuing the work that I love and remaining 100% true to myself.”

It’s not every day that lightning strikes the zeitgeist as it has with Andy, who has resonated with viewers across the spectrum.

Spoke Studios Co-President Joe Weinstock added, “It’s not every day that lightning strikes the zeitgeist as it has with Andy, who has resonated with viewers across the spectrum, but especially with younger demos that strongly identify with his realness, charm and unfiltered delivery. Everyone can relate to something going sideways, but Andy’s unflappable, unapologetic approach and the response from viewers and the whole industry is undeniable. He’s had an illustrious event-planning career for more than 25 years and we’re happy Andy has chosen Spoke to help harness his talent and life experience and share it with the world.

Discovery has greenlit a new series, “River of No Return” — and by the sound of it, it’s not going to be your average camping trip.

The series follows a small community of people who live in Idaho’s remote Frank Church Wilderness, where the only way in or out is by plane — or, for the brave, by boat across the perilous Salmon River.

Lewis and Clark described the river — the largest un-dammed river in North America — as “foaming and roaring through rocks in every direction, so as to render the passage of anything impossible.” The 2.3 million acres of secluded wilderness beyond, also known as “The Frank,” is home to some of the last stretches of undeveloped frontier — and some very steep canyons.

For the homesteaders who are drawn to life in “The Frank,” they must rely on pilots, boat captains, their neighbors and a fierce set of survival skills to make it through the isolating winters in order to enjoy the pristine beauties of the wild come springtime.

Per Discovery: “Those who occupy the land must abide by a strict code of conduct: no motors outside of your property, respect thy neighbor, and leave no trace.”

A premiere date has not yet been set. “River of No Return” (working title) is produced for Discovery Channel by Spoke Studios, a Wheelhouse Entertainment company, in association with ITV America and Inspired Entertainment. Executive producers include Brent Montgomery, Ed Simpson, Joe Weinstock, Will Nothacker, Jason Carey, John Gray and Dirk Gibson, with Sean Stack as co-executive producer. For Discovery Channel, Michael Gara will executive produce and Greg Wolf will serve as coordinating producer.