Portal A Interactive
{{Use dmy dates|date=September 2023}}
{{short description|Digital content company}}
{{Infobox company
| name = Portal A
| logo = Portal A Interactive logo 2016.svg
| type = Independent
| industry = Media Development and Production
| foundation = 2009
| location = San Francisco, Los Angeles
| key_people = Zach Blume - Managing Partner
Nate Houghteling - Executive Producer
Kai Hasson - Creative Director
| revenue =
| num_employees = 53
| homepage = http://portal-a.com/
}}
Portal A is a social video content company that creates brand and original entertainment.{{cite web|url=http://portal-a.com/work/|title=We make videos for the Internet. And you.|access-date=3 June 2013}}{{cite magazine|url=https://www.wired.com/2012/07/portal-a-airtime/|title=Constructing This Summer's Viral Video Hit|magazine=Wired |last1=Tate |first1=Ryan }} The company was founded in 2009 by three childhood friends, Nate Houghteling, Kai Hasson, and Zach Blume.{{Cite news|url=https://www.sfgate.com/politics/joegarofoli/article/Portal-A-videos-appeal-to-young-voters-3700819.php|title=Portal A videos appeal to young voters|work=SFGate|access-date=2018-03-08}} As of 2024, Portal A is independently owned.
In 2019, Portal A entered into a strategic partnership with Brent Montgomery and Jimmy Kimmel's Wheelhouse Entertainment,{{Cite web|url=https://www.hollywoodreporter.com/news/wheelhouse-entertainment-investing-digital-studio-portal-a-1175018|title=Brent Montgomery's Wheelhouse Invests in Digital Studio Portal A (Exclusive)|website=The Hollywood Reporter|date=10 January 2019 |language=en|access-date=2019-02-01}} with Wheelhouse taking a minority stake in the company.{{Cite web|url=https://www.adweek.com/agencies/jimmy-kimmels-wheelhouse-entertainment-buys-minority-stake-in-content-agency-portal-a/|title=Wheelhouse Entertainment and Partner Jimmy Kimmel Buy a Minority Stake in Content Agency Portal A|last=Coffee|first=Patrick|date=10 January 2019|website=www.adweek.com|language=en-US|access-date=2019-02-01}}
Original Content
The studio created White Collar Brawler, an original digital series that ran for multiple seasons on TV with the Esquire Network.{{cite web|url=https://variety.com/2013/digital/news/how-esquire-network-was-sold-on-fight-club-like-reality-web-series-1200809443/|title=How Esquire Network Was Sold on White Collar Brawler|date=8 November 2013 }}
Portal A released Song Voyage, a comedy series shot in Asia following YouTube musical group The Gregory Brothers.{{Cite web|url=http://mashable.com/2016/11/30/maker-studios-the-gregory-brothers-new-series/|title=YouTube musical comedy group The Gregory Brothers launch new series|last=Hamedy|first=Saba|website=Mashable|date=30 November 2016 |access-date=2017-02-21}} The show was distributed by Disney's Maker Studios, and reached over 30 million views, including the viral "[https://www.youtube.com/watch?v=miomuSGoPzI&vl=en Chicken Attack]" music video.{{Citation|last=schmoyoho|title=Chicken Attack // SONG VOYAGE // Japan //|date=2017-01-25|url=https://www.youtube.com/watch?v=miomuSGoPzI&list=PL8JttaK4Km_Ho803ulT5LHtIVdiTUSgY7|access-date=2017-02-21}}
The studio released One Shot on Youtube Red in February 2018, an unscripted special with WilldaBeast Adams on a journey to find the next underground dance star.{{Cite news|url=http://brief.promaxbda.org/article/miamis-underground-dancers-get-one-shot-with-youtube-red-series|title=Miami's Underground Dancers Get 'One Shot' on YouTube Red|access-date=2018-03-08|language=en}}
Portal A developed and produced [https://www.youtube.com/playlist?list=PLi98pUBYA-vRg7tuO_IApw5TWK2Bacb6o 5 Minutes From Home],{{Cite news|url=https://variety.com/2018/digital/news/stephen-curry-youtube-relaunch-1202782091/|title=Stephen Curry to Relaunch YouTube Channel With Show Featuring His Postgame Chats With Guests|last=Spangler|first=Todd|date=2018-04-25|work=Variety|access-date=2018-07-30|language=en-US}} a series starring Stephen Curry. The series received 6 million views{{Citation|last=Stephen Curry|title=Rudy Mancuso & Stephen Curry Drop a New Track {{!}} 5 Minutes from Home|date=2018-06-26|url=https://www.youtube.com/watch?v=9k3-CzTlLy8&list=PLi98pUBYA-vSbxgVJjmYj7N80EZpxc3_v|access-date=2018-07-30}} over its first three episodes. Lyft sponsored the second season{{Cite web|url=https://deadline.com/2019/03/stephen-curry-5-minutes-from-home-season-2-daveed-diggs-e40-youtube-lyft-unanimous-media-1202574713/|title=Stephen Curry's '5 Minutes From Home' Sets Joel Embiid, Daveed Diggs And Others As Guests For Season 2|last=Ramos|first=Dino-Ray|date=2019-03-14|website=Deadline|language=en|access-date=2019-09-25}} of 5 Minutes From Home.
In 2018, Portal A announced State of Pride for YouTube Originals, a documentary feature film directed by Rob Epstein and Jeffrey Friedman.{{Cite web|url=https://variety.com/2018/digital/news/youtube-state-of-pride-lgbtq-documentary-1202940467/|title=YouTube Orders LGBTQ Documentary About Pride Movement|last=Spangler|first=Todd|date=2018-09-13|website=Variety|language=en|access-date=2019-02-01}} The film premiered at the opening night of South by Southwest{{Cite web|url=https://www.tubefilter.com/2019/02/08/youtube-portal-a-state-of-pride-raymond-braun/|title=YouTube And Portal A's 'State of Pride' Chosen As Opening Night Feature For SXSW 2019|date=2019-02-08|website=Tubefilter|language=en-US|access-date=2019-09-25}} and was named Best Documentary at the GLAAD Awards.{{Cite web|date=2020-07-30|title=UPDATING: Award Recipients at the 31st Annual GLAAD Media Awards|url=https://www.glaad.org/blog/winners-31st-annual-glaad-media-awards|access-date=2021-01-19|website=GLAAD|language=en}}
In 2020, Portal A announced the scripted original series Action Royale with Snapchat Originals,{{Cite web|last=Spangler|first=Todd|date=2020-06-11|title=Snapchat Renews Content Deals With Disney, ESPN, NBCU and More; Unveils Original Shows From Kevin Hart, Catherine Hardwicke|url=https://variety.com/2020/digital/news/snapchat-originals-content-renewals-disney-espn-nbcu-kevin-hart-catherine-hardwicke-1234631560/|access-date=2021-01-19|website=Variety|language=en-US}} and released the 60-minute special [https://www.youtube.com/watch?v=fGTcaf-zm2Y&ab_channel=StephenCurry Ultimate Home Championship] with YouTube Originals.{{Cite web|url=https://www.tubefilter.com/2020/06/24/youtube-original-stephen-curry-ultimate-home-championship/|access-date=2021-01-19|website=www.tubefilter.com|title=NBA All-Star Stephen Curry to Host YouTube Competition Special 'Ultimate Home Championship' |date=24 June 2020 }} In 2023, Portal A released Level Up with Stephen Curry,{{Cite web |title=NEW Webby Gallery + Index |url=https://winners.webbyawards.com/2023/social/features/best-social-video-series/244066/level-up-with-stephen-curry |access-date=2025-02-04 |website=NEW Webby Gallery + Index |language=en}} an episodic series with Snapchat Originals.
In 2023, Portal A announced Moonshots,{{Cite web |last=Hale |first=James |date=2023-02-22 |title=Portal A is dedicating a "Moonshots" fund to finance creators' indie projects |url=https://www.tubefilter.com/2023/02/22/portal-a-moonshots-500000-creator-projects-2023/ |access-date=2025-02-04 |website=Tubefilter |language=en-US}} a content fund for investing in independent projects with creators. In 2024, Portal A reported that they had allocated $1m in production and staff resources{{Cite web |last=Hale |first=James |date=2024-11-22 |title=Portal A has spent $1 million trying to make premium short-form work. Is it? |url=https://www.tubefilter.com/2024/11/22/portal-a-moonshots-investment-premium-short-form/ |access-date=2025-02-04 |website=Tubefilter |language=en-US}} to over 20 Moonshots projects.
Branded Content
Portal A works with YouTube and Google{{Cite news|url=https://www.portal-a.com/work/|title=Work {{!}} Portal A {{!}} Video for the Digital Age {{!}} San Francisco, Los Angeles|date=2012-11-14|work=Portal A {{!}} Video for the Digital Age {{!}} San Francisco, Los Angeles|access-date=2018-03-08|language=en-US}} on social video campaigns, and with Lenovo, Target, AT&T, Volkswagen, Infiniti, Clorox, Amazon, Twitter, Sony Pictures, Procter & Gamble, Warner Bros., Universal Pictures, and others.{{cite web|url=http://portal-a.com/partners/|title=A Few of Our Partners and Friends|access-date=20 January 2015}}
Portal A is known for producing the annual YouTube Rewind, which has accrued over 1 billion views in aggregate{{cite magazine|url=https://www.wired.com/2014/12/youtube-rewind-2014-making-of/|title=How YouTube Crammed an Entire Year Into Its Epic Rewind Video|magazine=Wired |last1=Watercutter |first1=Angela }}{{cite web|url=http://adage.com/lookbook/article/production-companies/folks-youtube-s-rewind-video-portal-a/302158/|title=The Folks Behind YouTube Rewind Video Are Portal A|work=AdAge|access-date=15 January 2016}} since 2011.{{Cite news|url=https://www.tubefilter.com/2017/12/06/youtube-rewind-2017/|title=Close To 300 Creators Recreate 2017's Top Online Video Trends In Latest Edition Of YouTube Rewind - Tubefilter|date=2017-12-06|work=Tubefilter|access-date=2018-03-08|language=en-US}} The company also produced YouTube Rewind 2018, noted as the most disliked video on YouTube.{{cite web |title=YouTube Rewind 2018: Everyone Controls Rewind | website=YouTube | date=6 December 2018 |url=https://www.youtube.com/watch?v=YbJOTdZBX1g |access-date=13 December 2018}}{{Cite web|url=https://adage.com/article/digital/youtube-portal-a-created-year-s-rewind-video/301665/|title=Inside the Making of YouTube's End-of-Year Video and the Company Behind It|website=adage.com|date=9 December 2015 |language=en|access-date=2019-01-10}}{{Cite web|url=https://variety.com/2018/digital/news/youtube-rewind-2018-most-disliked-video-ever-1203088810/|title=YouTube Rewind 2018 Officially Becomes Most-Disliked Video Ever|last=Spangler|first=Todd|date=2018-12-13|website=Variety|language=en|access-date=2019-01-10}}
The company has worked with Clorox for multiple projects, including "[https://www.youtube.com/watch?v=zI8UnfP21lI Best Roommate Ever]" with Stephen Curry and King Bach.{{Cite web|url=https://www.thinkwithgoogle.com/advertising-channels/video/millennial-social-influencer-endorsement-marketing/|title=Brita uses social influencers to target millennials - Think with Google|website=Think with Google|language=en|access-date=2018-03-08}} Portal A's work on the "#MotoMods + YouTube Heroes" campaign for Lenovo won a 2017 One Show Pencil.{{Cite web|url=http://www.oneclub.org/awards/theoneshow/-award/26888/moto-mods-youtube-heroes|title=Lenovo / Moto Mods + YouTube Heroes|website=www.oneclub.org|language=en|access-date=2018-03-08}} In 2018, Portal A won the Streamy Award for Best Branded Content and the Streamy Award for Best Influencer Campaign for its work with Clorox.{{Cite web|url=https://www.tubefilter.com/2018/10/11/portal-a-kevin-hart-rupauls-drag-race-streamys-brand-awards/|title=Portal A, Kevin Hart, 'RuPaul's Drag Race' Honored At First 'Streamys Brand Awards'|date=2018-10-11|website=Tubefilter|language=en-US|access-date=2019-02-01}} In 2020, Portal A released [https://www.youtube.com/watch?v=xm0Fe0ensJU&list=PL49VV18KYYONL0pNJsU0xzbmIOCJBkhWu&ab_channel=Target Let's Target] with Target featuring Laverne Cox, Tabitha Brown, Emma Chamberlain and others.
Portal A's work with Lenovo includes #CreatorOdyssey,{{Cite web |date=2024-12-16 |title=Lenovo collaborated with seven creators on a huge global art project—using a single laptop |url=https://adage.com/creativity/work/lenovo-collaborated-seven-creators-huge-global-art-project-using-single-laptop/2596666 |access-date=2025-02-04 |website=Ad Age |language=en}} a global creator campaign featuring artists from around the world.
Portal A has worked on a variety of political initiatives,{{Cite news|url=https://www.sfgate.com/politics/joegarofoli/article/Portal-A-videos-appeal-to-young-voters-3700819.php|title=Portal A videos appeal to young voters|work=SFGate|access-date=2018-03-09}} and partnered with the Hillary Clinton 2016 campaign to reach young voters in swing states.{{Cite web |last=Spangler |first=Todd |date=2016-10-27 |title=Hillary Clinton Campaign Enlists YouTube Stars for Fan-Surprise Videos (EXCLUSIVE) |url=https://variety.com/2016/digital/news/hillary-clinton-youtube-glozell-todrick-sam-tsui-1201902383/ |access-date=2023-11-23 |website=Variety |language=en-US}} In 2020, Portal A worked with the Joe Biden presidential campaign for a social media initiative called [https://www.tubefilter.com/2020/10/09/biden-campaign-taps-portal-a-imvotingfor/ #ImVotingFor]{{Cite web|last=Wasserman|first=Todd|title=Portal A: From The Playground To Campaigning For Biden For President|url=https://www.forbes.com/sites/toddwasserman/2020/11/01/portal-a-from-the-playground-to-campaigning-for-biden-for-president/|access-date=2021-01-19|website=Forbes|language=en}} and released the documentary film American Pathogen, about the Trump administration's response to the COVID-19 pandemic.{{Cite news|last=Grove|first=Lloyd|date=2020-09-15|title=How Jeffrey Wright Is Helping Expose Trump's Coronavirus Lies|language=en|work=The Daily Beast|url=https://www.thedailybeast.com/how-the-batman-star-jeffrey-wright-is-helping-expose-trumps-coronavirus-lies|access-date=2021-01-19}}
Recognition
Portal A was named Agency of the Year by the Streamy Awards,{{Cite tweet |title=Register |url-access=limited |user=streamys |number=1469879180007333890 |url=https://twitter.com/streamys/status/1469879180007333890 |access-date=2022-01-04 |language=en}} Brand Entertainment Agency of the Year by Campaign US,{{Cite web |date=June 6, 2023 |website=PRWeek |title=Brand Entertainment Awards 2023: Brand entertainment agency of the year |url=https://www.prweek.com/article/1825101/brand-entertainment-awards-2023-brand-entertainment-agency-year |access-date=2025-01-09 |language=en}} Content Agency of the Year by Digiday,{{Cite web |title=Digiday Awards on Twitter |url=https://twitter.com/DigidayAwards/status/994387181786591233 |access-date=2018-07-30 |website=Twitter |language=en}} Video Agency of the Year by Digiday,{{Cite web |last=Hayes |first=Melissa |date=2019-03-08 |title=Complex, NBCU and Group Nine win at the Digiday Video Awards |url=https://digiday.com/awards/complex-nbcu-group-nine-win-digiday-video-awards/ |access-date=2019-09-25 |website=Digiday |language=en-US}} and Digital Studio of the Year by Cynopsis.{{Cite web|url=http://www.cynopsisdigitalawards.com/#best-digital-studioproduction-company|title=Winners - Cynopsis Digital Model D Awards 2016|website=Cynopsis Digital Model D Awards 2016|language=en-US|access-date=2017-02-21}}
Portal A was profiled by Adweek as "creating branded and original content for next generation of digital" {{Cite news |url=http://www.adweek.com/brand-marketing/portal-creates-branded-and-original-content-next-generation-digital-173318/ |title=Portal A Creates Branded and Original Content for the Next Generation of Digital |access-date=2017-02-22 |language=en-US}} and Business Insider wrote that Portal A is "a go-to for social video work for marketers anchored by influencers" and "Portal A has found success bypassing the traditional agency model."{{Cite news |url=http://www.businessinsider.com/a-new-breed-of-social-video-specialists-are-stealing-business-from-old-school-tv-obsessed-ad-agencies-2017-12 |title=A new breed of social-video specialists is stealing business from old-school, TV-obsessed ad agencies |work=Business Insider |access-date=2018-03-08}}