YouTube Stars Gain Prominence in Hollywood

In a significant shift, digital creators are now entering the upper echelons of the Hollywood talent industry. For years, the makers of online content existed on the periphery of major talent agencies like Creative Artists Agency (CAA). Today, these creators are a central focus.

The Meeting That Signaled Change

A pivotal meeting occurred inside CAA in March, marking an evolution in the way Hollywood perceives and profits from stardom. Sixteen people gathered around a conference table, with three more joining via video. They convened for a 90-minute strategy session dedicated to Dhar Mann, a digital creator with a staggering social media following of over 170 million. His agents were present, representing CAA Creators, a division established just months prior. Other attendees included agents from television, film, consumer products, reality TV, publishing, and brand marketing departments.

From the Margins to the Center

Mr. Mann, aged 42, expressed surprise at the attention he received from what is considered Hollywood’s most influential agency. Having signed with CAA in 2021, when digital creators were part of a secondary talent list, Mann witnesses a landscape shift where resources were once reserved for A-list directors or actors.

This transformation within CAA underscores that digital creators have moved from Hollywood’s outskirts to its core. CAA is actively expanding its creator sector, signing prominent figures and hiring specialized agents from smaller agencies.

Expanding the Roster

New creators signing with CAA include the Stokes Twins, known for elaborate pranks and amassing 140 million YouTube followers. Ben Azelart, with his extreme challenges and 51 million followers, and Rebecca Zamolo, who creates family-friendly scripted content for her 23 million followers, have also joined. Additionally, CAA has recruited new agents like Greg Goodfried, a former executive at United Talent Agency, and Kendall Ostrow, previously with YouTube.