YouTube Stars Enter Hollywood with Creative Artists Agency

Digital creators have emerged from the periphery to a prominent position at Creative Artists Agency (CAA), a notable player in Hollywood’s talent industry. Trisha Paytas, a well-known digital personality, exemplifies this shift as part of CAA’s expanding lineup of creators.

In March, a 90-minute meeting took place within CAA that illustrated how Hollywood’s understanding and value of stardom are evolving. Sixteen individuals gathered around a conference table, joined by three more attendees via video call. This occasion marked an important development for Dhar Mann, a digital creator boasting over 170 million followers across social media platforms. Mann’s representation by CAA Creators underscored his growing influence. This division, established recently, included Mann’s agents along with representatives from diverse sectors like scripted television, film, reality TV, and brand marketing.

Mann’s recognition by Hollywood’s leading talent agency in 2021 astonished even him. While digital stars were part of the agency’s roster, they hadn’t commanded the spotlight until now. Historically, such attention was reserved for top directors or actors, as Mann noted, highlighting a pivotal transformation within CAA.

CAA’s strategic shift reflects a broader industry trend, signaling that digital creators have moved to the forefront of Hollywood. The agency is actively expanding its creator division, securing partnerships with prominent figures and attracting agents focused on digital talent from smaller competitors.

Newly signed talents include the Stokes Twins, who engage 140 million YouTube followers with intricate pranks, and Ben Azelart, with his extreme challenges reaching 51 million followers. Rebecca Zamolo, known for family-friendly scripted videos, boasts 23 million followers. Among the new agents are Greg Goodfried, previously with United Talent Agency, and Kendall Ostrow, a former YouTube executive.