Loaded

Method

Brandon Freytag starts Loaded after leaving Twitch, where he had begun by sending five dollar donations to LIRIK and Summit1g, and builds a management company that sells sponsorships, creative and merchandising for streamers on commission. Alex Garfield's Popdog invests and holds Loaded from 2018 until the two separate in 2022. Loaded re signs Ninja and signs DrLupo and CouRage in March 2019, and its agents negotiate Ninja's exclusive move to Mixer in August 2019 and Shroud's in October 2019, both of whom return to Twitch in 2020 after Mixer closes. Coral Tree Partners leads a 20 million dollar round in April 2022 as Josh Swartz becomes chief executive, and Loaded acquires GG Talent Group in March 2024, bringing its roster to roughly 125 creators alongside its Open World brand consultancy. The founding year and Los Angeles base are not confirmed.

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The path: money and goods moving

• came out ofBrandon FreytagBrandon Freytag founds Loaded and leads it until Josh Swartz becomes chief executive in April 2022.2017
• came out ofFaZe ClanJeff Pabst moves from FaZe Clan to become Loaded's chief commercial officer in April 2022.2022
• acquiredGG Talent GroupLoaded acquires GG Talent Group and its 90 gaming creators in March 2024 for undisclosed terms.2024

Representation, events, tools

• representsNinja (Tyler Blevins)Loaded re signs Ninja to a multi year deal in March 2019 and negotiates his August 2019 exclusive move to Mixer; his wife Jessica Blevins later manages him directly. (partly verified)2018 to 2020
• representsShroudLoaded manages Shroud, brokers his October 2019 Mixer deal and still lists him on its roster in 2024.2019 to present