New Metric Media has teamed with the Feldman Agency to launch live entertainment venture Tourbo to give brands new opportunities to bring in revenue.

The Toronto-based company will develop and produce live entertainment shows based on existing screen-based and podcast IP, with the Letterkenny Live! North American tour – based on New Metric Media’s popular Crave original comedy – as its calling card.

Tourbo is a “one-stop shop to offer turnkey ancillary opportunities for new and existing brands to reach new audiences through live entertainment,” according to the release, naming ticket sales, VIP upsells and merchandise among the list of potential revenue streams connected to live events.

New Metric Media president Mark Montefiore (pictured) and the Feldman Agency president Jeff Craib will jointly run the new venture as co-presidents. The Feldman Agency VP Joel Baskin is on board as SVP, talent, while Burt Gidaro is VP, business development and operations. A call for submissions to the new venture will be announced soon.

“Although this current environment may seem like an interesting time to start a live-based venture, we feel strongly about the potential for content and opportunities,” said Jeff Craib in a statement. “We’ve had a great experience building the Letterkenny Live! business together and anticipate the same level of success with our new projects under the Tourbo banner.”

The 2020 Letterkenny Live! tour – which was cut short due to the COVID-19 pandemic – featured the series’ cast members, including Jared Keeso and Nathan Dales, perform original sketches in front of a live audience across the U.S. and Canada. New Metric Media also launched an escape room themed around its series Bad Blood to promote its premiere on Citytv in 2018. Other Canadian media, such as the CBC hit Schitt’s Creek, has also found success with a live tour.