WME launches Creator Labs to build celebrity YouTube channels
Tubefilter reports that WME's new Creator Labs team is helping celebrities launch and monetize YouTube channels. The move puts a major agency directly into channel strategy, production planning, and platform monetization rather than only brokering outside deals. For celebrity clients, YouTube can become owned distribution instead of a promotional afterthought. WME is also positioning itself to capture value from ad revenue, sponsorships, commerce, and format licensing. The model turns the agency into a builder of media assets around clients it already represents.
THE BREAKDOWN
Talent teams should ask whether the agency bills channel work as management, production, consulting, or commission because each label changes the economics. Celebrities need ownership of the channel, subscriber data access, brand approval rights, and exit terms if they leave the agency. Brand managers should watch these channels as premium inventory because one team may coordinate talent, production, and representation from day one. Agents should separate YouTube revenue share from sponsorship commission so clients can see who is getting paid for what. The upside is large, but only if the client owns the asset and can move it later.
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