Breakout NFL star Odell Beckham Jr. is the latest figure from the world of traditional celebrity to launch his own YouTube channel.

Beckham and his business partner Ajay Sangha are partnering on the YouTube venture with Wheelhouse Entertainment, with whom he has formed a new content company called ITN Productions. ITN will specialize in unscripted works for digital and linear distribution. Joining ITN on the venture will be digital production firm Portal A, which also helps other celebrity athletes produce YouTube content, including Stephen Curry and Adam Rippon.

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