ELVIS is to relaunch as an entertainment-first growth studio.

The launch follows the merger of ELVIS and House 337.

“Brands need entertainment more than ever. And entertainment, for the first time, genuinely needs brands as creative and strategic partners – not just funding sources,” said Lucy Freedman, Chief Growth Officer, ELVIS. “Entertainment has always relied on brand money, but now they’re actively seeking what brands can bring beyond the cheque – audience insights, distributions powers, and collaborative creativity. Both sides now depend on each other. This convergence isn’t theoretical, it’s happening. At ELVIS, we’re building entertainment businesses with brands, not just making content for them. When everyone has skin in the game from day one, you make bolder, more authentic work.”

The studio starts with an ‘Ethical Entertainment Charter’ and B Corp certification, committing to protect creators and original IP “at a moment when both are under unprecedented pressure from AI-driven content inflation.” The Charter commits ELVIS to defending intellectual property “through fair payment and proper credit, prioritising inclusion across casting and hiring, focusing on quality over quantity, deploying AI only with consent and fair compensation, and refusing work with industries that profit from exploitation or disinformation.”

Chief Creative Officer, Josh Green, said: “Original IP is the only durable advantage left – not more output, but better entertainment with cultural memory. We exist to protect that.”

Led by CEO Phil Fearnley alongside Freedman, Matt Rhodes (Chief Strategy Officer), Green, and Kate Kelsey (Chief Finance Officer), ELVIS operates on co-ownership, co-financing and shared-upside partnerships rather than traditional production or agency economics.

The model allows brands to invest in entertainment properties – documentaries, series, formats and original IP that can be distributed, licensed and monetised beyond initial investment, while providing entertainment projects access to development and production financing without sacrificing creative ownership.

The studio’s approach is supported by BackstageTM, an AI-powered platform that scans culture in real-time and stress-tests concepts through studio-style development cycles, “while all work is tested against a single creative filter: “Would you buy a ticket?””

Entertainment-led projects are in development with Mondelez and the UK Ministry of Justice, building on a roster including Amazon, Verizon, Sky, E.ON, and the England & Wales Cricket Board.

ELVIS is backed by Next 15 Group and operates internationally. The soon to be announced Head of Entertainment’s appointment begins in April 2026.