YouTube Stars Breach Hollywood’s Most Gilded Gate

The landscape of Hollywood’s talent representation is undergoing a significant transformation. For years, digital creators were peripheral figures at Creative Artists Agency (CAA), a leading force in Hollywood talent management. This narrative is changing as CAA begins to spotlight these creators more prominently.

Trisha Paytas, a notable digital personality, is among the growing list of creators who have joined CAA’s roster. This shift marks a concerted effort by the agency to integrate creators into its core operations.

In March, a critical meeting occurred at CAA’s office. This was a 90-minute discussion involving sixteen attendees physically present and three more participating virtually. They gathered around a conference table, with LaCroix cans at hand, discussing a strategy for an unconventional client: Dhar Mann. Mann is a digital creator boasting over 170 million followers across social media platforms. His agents, members of the CAA Creators division formed recently, were actively involved, along with agents from various sectors such as television, film, consumer products, and brand marketing.

Mr. Mann’s inclusion at the center of Hollywood’s most influential talent agency surprised even him. He joined CAA in 2021, a time when digital stars had begun to appear on the agency’s talent listings but had yet to become central figures.

In recent years, ‘the only way you’d see that many CAA agents in a room was for an A-list director or actor,’ Mr. Mann noted. ‘That’s where all the resources were allocated.’

This internal shift at CAA signals a broader trend: digital creators are shifting from Hollywood’s periphery to its core. The agency is actively broadening its creator business, adding major digital figures to its clientele. They have also recruited agents focused on creators from smaller competitors, repositioning this area as a vital focus.

Among the new clientele are well-known names such as the Stokes Twins, who have attracted 140 million YouTube followers with their elaborate pranks. Also included are Ben Azelart, known for extreme challenges with 51 million followers, and Rebecca Zamolo, with 23 million followers enjoying her family-friendly, slightly scripted content.

The agency has also brought in new agents, including Greg Goodfried, formerly with United Talent Agency, and Kendall Ostrow, who transitioned from YouTube. These moves underscore CAA’s commitment to expanding its reach in the digital domain.