Digital Stars Offer Licensing Potential

YouTube, multi-channel networks and content sharing sites have been revealing new talent for several years and now brand licensing is about to become the next big opportunity.

April 6, 2018

Digital Stars Offer Licensing Potential

YouTube, multi-channel networks and content sharing sites have been revealing new talent for several years and now brand licensing is about to become the next big opportunity. Over the next three to five years,

License! Global

projects that these digital celebrities will drive upwards of $1 billion in retail sales of licensed merchandise. While these sales numbers may be fragmented and span a wide range of categories and retail channels, they exemplify a vast and largely untapped new market.

In addition to Bethany Mota, here are 10 digital celebrities that have real product potential:

  • Michelle Phan (YouTube: MichellePhan)–A digital pioneer, Phan has built her fan base with videos and tutorials on fashion and beauty. She has paired with cosmetic companies such as Em Cosmetics for product collaborations, and, most recently, Phan has joined with Endemol Shine Group to launch Icon and Icon U.K., a premium digital lifestyle network.
    • Josh Leyva (YouTube: YoMuscleBoii)–Leyva posts a series of comedic videos through his channel on AwesomenessTV. With more than 1 million subscribers and 100 million views, the consumer product team behind AwesomenessTV is working with Leyva to build a merchandise program.
      • Nash Grier (Vine: GrierNash)–Named one of Time magazine's 30 Most Influential People on the Internet this year, Grier is building an empire. With a forthcoming movie from AwesomenessTV in the works, endorsement deals and product extensions will follow.
        • Joy Cho (Blog: OhJoy)–Cho got her start as a lifestyle blogger and has quickly evolved to host a successful YouTube channel, Pinterest account and built a following on other social media platforms under her brand OhJoy. Cho has paired with numerous retailers and brands including The Land of Nod, Feed, Microsoft and Target (her 2014 line sold out) to develop product lines that subscribe to the tastemaker's specific whimsical aesthetic for various items such as housewares, furniture, bedding, home décor, party décor, personal electronics, fashion accessories and more. She's also got three books at market from publishers Harper Collins and Chronicle Books.
          • Rachel Cooper (YouTube: RachhLoves)–Canadian weblebrity and beauty and lifestyle guru Rachel Cooper has evolved her YouTube channel (which has more than 39 million views) to now include a deal with Corus Entertainment's W Network for an eight episode digital series, "Get Ready with Rachel."
            • Ingrid Nilsen (YouTube: Miss Glamorazzi)–Nilsen started on YouTube in 2009 making lifestyle videos centered on beauty, fashion and healthy food how-to's. Most recently, Nilsen has partnered with all-natural health and beauty company Yes To for a limited edition range of facial wipes.
              • Amanda Steele (YouTube: MakeUpByMandy24)–Steele is a beauty guru who offers her fans how-to tutorials and fashion advice. At retail, find a MakeUpByMandy24 signature eyeshadow palette, among other products, from BH Cosmetics; while her scripted series on AwesomenessTV, "Life's S.o. R.a.d.," received a limited edition junior's fashion line capsule at Kohl's last year.
                • Sawyer Hartman (YouTube: SawyerHartman)–Hartman is a director, actor and YouTuber whose "Thru My Eyes" and collaboration videos have garnered millions of views from his 1.8 million subscribers.
                  • Teala Dunn (YouTube: Tealaxx2)–Dunn has grown her fan base to more than 700,000 subscribers who look to her for beauty and fashion advice. She has also had leading roles in series such as "Are We There Yet?" and Nickelodeon's "The Wonder Pets" and "The Naked Brothers Band."
                    • Meg DeAngelis (YouTube: MayBaby)–With 2.4 million subscribers, DeAngelis offers tips on make-up and fashion. She is also the host of "Makeup Mythbusters."

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