MrPaparazzi.com, an extension of the Big Pictures photo agency owned by Darryn Lyons, invites members of the public to send in photos and video clips of celebrities and then rewards them with 50% of all subsequent sales if the material is sold to newspaper and magazine publishers.
W00t!media will seek to attract brand advertisers from the entertainment, leisure, retail and FMCG sectors to the site.
Austen Kay, director of w00t!media. said: "Having worked with Holy Moly! and Popbitch, w00t!media is renowned for bringing the best celebrity content sites to advertisers.
"Mr Paparazzi is growing rapidly and is a great addition to our stable."
Dan Barton, head of IT at Mr Paparazzi.com, said: "The number of celebrity gossip sites has grown substantially, with the public's craving for news stretching beyond weekly magazines. The site publishes up-to-the-minute user-generated content that allows the public to be part of the instant media and entertainment world we've grown accustomed to."
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