Los Angeles Business Journal

Zealot Buys Digital Studio Lord Danger

By Garrett Reim Tuesday, May 12, 2015

Digital studio Zealot Networks of Venice is buying again.

Zealot today announced its purchase of L.A. commercial and music video studio Lord Danger for an undisclosed amount; its ninth acquisition since its founding last August.

In an effort to build a full-service digital advertising agency, Zealot has used $30 million in venture capital investment to roll up talent and marketing agencies, digital video production studios and content properties.

Lord Danger’s stable of commercial and music video directors will give Zealot a means to produce high-quality video for those properties and for its growing network of associated talent. Lord Danger’s expertise in using its musician clients for product endorsements will also fit well into Zealot’s digital advertising agency model.

“We’ve found a rising star in Lord Danger – I love the incredibly, high-concept work they’re creating for artists, labels and brands,” said Chief Executive Danny Zappin in a statement.

Zappin, who founded and led YouTube multi-channel network Maker Studios before being pushed out in 2013, has been coy about Zealot’s exact ambitions, which appear to be shifting depending on buyout opportunities. The broader vision, however, is to build a digital advertising agency that better caters to the pace and tone of Internet-based media.

To that end, Zealot is also exploring creating its own online serialized shows or small video pieces it could brand or sell digital advertising against. Lord Danger’s team of video directors should be a boon for those efforts.

“Their revolutionary approach to storytelling combined with their roster of up-and-coming directors puts Zealot in a unique position of offering partners dynamic, leading-edge content,” said Zappin.

Technology reporter Garrett Reim can be reached at greim@labusinessjournal.com. Follow him on Twitter @garrettreim for the latest in L.A. tech news.