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As first reported by The Washington Post on Tuesday, YouTube streamer Ludwig “Ludwig” Ahgren is launching a creative agency called Offbrand in collaboration with Nathan Stanz, Brandon “Atrioc” Ewing and Nick Allen.

According to the Offbrand website, Ludwig and his team have the “production, sales, content, and relationship knowhow to make your big ideas a reality.” The goal of the agency is to support creators in organizing and producing more sustainable and profitable content types.

“Part of the idea is, let’s not just make an event that gets good views on the live stream,” Ludwig told the Post. “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.”

On Friday, Offbrand will debut its first original content series, “Juiced,” starring Twitch streamer Félix “xQc” Lengyel. “Juiced” is a Nickelodeon-inspired live game show where teams will answer trivia questions and compete in physical challenges. The series will include six episodes.

“I think it would be extremely difficult for another group of people to go to xQc even with the best show in the world and say, ‘You should do this,’” Stanz told the Post, referencing the influence the creator-founded agency is poised to have among other creators.

More about Ludwig’s Offbrand

Ludwig said that part of the motivation for starting Offbrand was to maintain his career in the content creation world even after he inevitably stops streaming himself. Once he ages out of streaming, working with the agency could allow him to help the next generation of streamers.

“When I first started streaming, I said that I would do it for five years and then I would quit,” Ludwig told the Post. “I’m at the four-year mark right now. I don’t think I’m going to end at the five-year mark, but I certainly think there’s a point where I will transition away from being a front-facing creator, and Offbrand is my way of still being able to create and make things I think are cool.”

In the meantime, Ludwig will continue to make content for his own channels.

Next month, he will stream the Ludwig Smash Invitational in Las Vegas, Nevada. It will be one of the most stacked tournaments of all time for both Super Smash Bros. Melee and Ultimate. In addition, Ludwig will spotlight influencers and Smash players at the Mogul Chessboxing Championship in December. He will host this event in conjunction with Offbrand.