To keep growing, YouTube needs individual video makers to stay popular. A small army of in-house talent agents helps creators like the comedian Swoozie stay on target.
said it is hiring talent partners in Europe and Latin America to work with public figures and internet personalities called “Snap Stars.” Former employees at ByteDance Ltd.’s TikTok say it employs dozens of strategists who work directly with major contributors.Instagram has created an emerging-talent team of more than 40 people who are tasked with finding future celebrities.
Rising viewership has been critical for YouTube’s business, which last year generated nearly $20 billion of advertising revenue—nearly 11% of the parent company’s total revenue. The platform makes money by sprinkling videos with commercials and placing display advertising across channels. In 2010, a fellow creator and friend told him that she was earning $300 a day from her video channel focused on beauty and makeup. Mr. Thorne’s videos at the time had evolved from blogs about his life to personal stories that he recreated through animations. Having amassed about 30,000 subscribers, he took her advice and joined the YouTube Partner Program to incorporate ads into his videos. The program pays creators 55% of the ads sold into their programming, while YouTube retains 45%.
After he reached about 100,000 subscribers in 2011, YouTube paired him with a partnership manager. Among the first things the company offered was a $3,500 gift certificate to buy items such as a high-end camera to improve his films. He began working with Ms. Eatherly, a manager for the company’s “top creator partnerships” in 2016 after his channel reached 4 million subscribers.
As Mr. Thorne’s audience grew, YouTube gave Mr. Thorne $100,000 to improve his channel. It was part of a grant extended to several of its top creators. Mr. Thorne used the money to hire more animators, including one fromThe combination of deals and support from Ms. Eatherly led Mr. Thorne to part ways with CAA because, he says, it was more expedient to work directly with YouTube.
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