EXCLUSIVE: Brat, the digital studio and network founded last year by Rob Fishman and Darren Lachtman, have added Nick Millman, Kristen Lachtman and Asher Levin as partners. The addition of Millman and Lachtman reunites the core of the executive team of the founders’ former company Niche. That outfit, which teamed social media stars and brands, sold to Twitter for mid-seven figures in 2015.
Since its 2017 launch, Brat has focused on using those social media stars to build teen-based programming for digital platforms like YouTube, Facebook and Instagram. It has more than 1.5 million subscribers to its YouTube channel serving content that has more than 250 million views.
Millman, Niche’s first employee who went on went on to lead Twitter’s creator sales and accounts team, will oversee Brat’s finances and daily operations and manage the company’s growing production infrastructure including licensing and partnerships. Lachtman, also an early Niche staffer, joined Twitter in 2015 overseeing all account management and was elevated to the Head of Global Creators. At Brat, she will oversee talent relations and human resources.
Levin, a writer-producer-director, had teamed with Fishman and Darren Lachtman on Alexander IRL, a feature film he helmed that streamed on YouTube Red. He will oversee Brat’s creative production.
“Reuniting our executive team is incredibly exciting,” said the partners. “Nick and Kristen were instrumental to Niche’s success, and will be equally as impactful as we re-create that magic. Along with Asher’s creative vision and deep expertise, we’re well equipped to build this new, generational company.”
Brat recently ordered three original series in Baby Doll Records, Boss Cheer and Dirt, and its development slate includes the recently announced Total Eclipse with former Dance Moms regular Mackenzie Ziegler.