Digital media veteran Adam Boorstin has joined Beast Industries‘ WatchTime Studios as general manager overseeing the production of original content in a range of genres for various platforms.

Boorstin joined the company earlier this month after a 10-year run with Studio71, a cutting-edge digital services provider that helps creators scale their content across disparate platforms. WatchTime Studios is part of the larger effort by creator superstar MrBeast (aka Jimmy Donaldson) to capitalize on his social media muscle to build out businesses with original content. He is based in Los Angeles.

Boorstin joined Studio71 in December 2015. He climbed the ranks and rose to co-CEO in 2020. The company was acquired in April by Fixated, another leading-edge creator services firm. The two combined create a distribution network of more than 1,000 prominent creators — part of a mushrooming effort across the creator economy for larger players coming in to bring scale to what is a massively decentralized sector of the digital content marketplace.

But that’s changing thanks to the exponential demand from marketers for the targeted audiences of motivated buyers that influencers and creators can muster. Donaldson emerged one of YouTube’s most popular personalities, and he has since sought to expand his zany MrBeast brand with a game show for Amazon Prime Video, among other ventures.

Beast Industries also has a busy consumer products division and a philanthropic arm.

“MrBeast is redefining what’s possible in the industry,” Boorstin wrote on LinkedIn.