More than 20 talent agencies and management companies are vying to represent some of YouTube’s biggest celebrities with the promise of growing these stars’ online audience and traditional media presence. Agents often negotiate endorsement deals, acting gigs, music deals and book deals. They can also help the young-adult and teenage stars navigate licensing contracts. YouTube stars have started attracting traditional media companies, and now traditional management companies.
Big entertainment companies could take advantage of young online stars by signing them for much less than their worth. That’s where management’s advocacy role comes in. For example, the sister-duo behind the Eleventhgorgeous YouTube username went from $500 brand deals to $5,000 deals in only five months of working with Lennon Management, a company that focuses on representing YouTube personalities.
See the full story here: http://www.nytimes.com/2014/09/16/business/media/hollywoods-old-time-star-makers-are-swooping-in-on-youtubes-party.html?_r=0