Mikhaila Peterson whilst outing herself as a member of the "Controlled Opposition" and confirming that Daily Wire is lackeys for Big Tech and Suppressing New Up and Coming Conservatives by Defending Daily Wire, made an interesting (to me anyways) video on how they negotiated a contract with Daily Wire. She's also not an employee of Daily Wire FWIW.
Negotiations took place over five months apparently, with the last month of negotiations having things changed every day. Apparently Daily Wire would get money from Jordan Petersons podcast and in turn produce and market his podcast, and have control over his social media accounts in a manner "similar" to that of the Crowder Contract. But they also had to discuss Petersons books, his own tech endeavours, divvy up merchandise somehow, had discussions over whether Peterson's Podcast would be behind the DailyWire+ Paywall or not, and the ability to advertise their families' entrepreneurial endeavors and things that wouldn't fall under DW contract etc etc etc and a bunch of other things that made the contract negotiation fun and intense as she says.
Their deal ended up keeping Jordan Peterson's podcast on YouTube for free, left out his other projects, left out his books, touring, gave him freedom to pursue new projects in the future and in exchange for many millions (it's not about the money of course) DW gave him access to their production team, advertising budget, built in audience on DailyWire+ and more. This apparently had immediate benefit because for example the Daily Wire would actually expend money to fly Jordan Peterson to guests or fly a production team to film said guests so he wouldn't have to rely on Zoom podcasts as much, a film crew will follow him to his cottage, or the studio etc to film and even had a crew follow him around when he was on tour internationally to Europe and Asia.
They also made dedicated teams available to record (she says Hollywood/Netflix level production) Documentaries on whatever topics he wanted, so he made one on the Bible Museum, and two more in the works, took over filming for his tour so that his lectures could be filmed professionally instead of on a lower budget negotiating with each and every venue and furthermore will get all of the lecture tour footage back when the deal has ended despite said tour being hosted on DailyWire+. They spent a million dollars helping him produce a roundtable discussion that apparently took two weeks to setup that was his idea. They replaced the one person they had previously dealing with social media with an entire social media team. They have access to an advertising budget in the millions. She says she's actually not sure how Daily Wire is recouping the costs of his Dad's contract in general.
She characterized the entire experiene as something called a "Business Negotiation."
Oh she also talked about Jordan Peterson tweeting out Crowder's video before deleting it.