September 17, 2020

For Immediate Release

Yfat Reiss Gendell, Tanusri Prasanna, Peter Steinberg and Adriann Ranta Zurhellen have left Foundry Literary + Media to form YRG Partners, a new agency focusing on elevated traditional publishing and organically diverse storytelling in fiction and nonfiction, but also the hallmark innovative deal-making and revenue models that have come to define their deals at Foundry.

With the aim of supporting publishing partners in taking a chance on new and newly-imagined voices and brands, the agency will also partner with a series of existing and new private equity firm relationships, each active in intellectual property and consumer brand development, to match-make between clients and the investment community, bolstering creatives and experts in their fields with bandwidth and resources generally only available to established brands.

Gendell, Prasanna, Steinberg and Zurhellen will continue their collaborations with some of the best talent representatives, producers, and coagents in entertainment and translation rights across the globe, and will take all of their clients with them, including Eve Rodsky/Reese Witherspoon’s Hello Sunshine’s Unicorn Space (Fair Play), Ernest Cline (Ready Player One), Denise Kiernan (The Girls of Atomic City), Karla Cornejo Villavicencio (The Undocumented Americans), Casey Sherman and Dave Wedge (Hunting Whitey), Nina de Gramont (The Mystery Writer), Kendare Blake (Three Dark Crowns), Jennifer Pastiloff (On Being Human), Ronald L. Smith (The Black Panther: The Young Prince), Mindy McGinnis (The Female of the Species), along with Simran Jeet Singh (Fauja Singh Keeps Going, More of This Please), Qasim Rashid (Hannah and the Ramadan Gift), Ayesha Siddiqua Chaudhry (The Colour of God), Hope Lim (My Tree), and Kevin Snipes (Two Princes, Milo and Marcos at the End of the World), along with recent and forthcoming entertainment projects that include George Romero’s Night of the Living Dead franchise expansion, Stephen King’s The Girl Who Loved Tom Gordon (with clients Sanibel Films and Origin Story Entertainment), the reimagined Red Sonja franchise, and Stan Lee’s Alliances.

The new firm launches with offices in both New York and Los Angeles.