Entertainment agency Creative Arts Agency (CAA) has launched a Vancouver-based start-up focused on developing consumer-facing tech companies and media experiences.

Creative Labs has raised $16 million ($12.5 USD) in financing from investors that include Boat Rocker Ventures and eOne, Montreal and Toronto-based Real Ventures, and London, U.K.-based Seedcamp Ventures and The Telegraph Media Group.

Creative Labs, which will leverage CAA’s resources and relationships, aims to create new businesses in areas such as OTT, VR/AR, gaming and AI. The start-up is led by CEO Mike Edwards, a veteran investor and former Mobio CEO, as well as Creaive Labs chairman and co-founder Leonard Brody, a venture capitalist and author.  

The newly unveiled lab has already launched two companies: Belletrist, a subscription book recommendation service curated by actor Emma Roberts; and Ground Control, an interactive audio platform. Both launched earlier this year.

“As we continue to invest in new formats and future-facing platforms, Creative Labs was an exciting opportunity to join forces with CAA and a group of strong partners from across the industry. We are really impressed with Mike Edwards and Leonard Brody and the new voices and companies that they’re aiming to power through this studio,” eOne CEO Darren Throop told Playback Daily in an email.

Edwards, Brody, Michael Yanover, head of business development at CAA, gaming executive Pauline Moller and CAA’s head of mobile Michael Blank will serve as board members for Creative Labs.