Creators of many YouTube videos that go viral put together the video, act on it, and find sponsors to up load it to the Internet and make money doing it. That era of YouTube production is fading and new companies such as the Collective are more and more handling the work leaving creators more time to do what they do best. This process is attracting sponsors such as McDonald’s and General Motors generating more revenue for the creators.
The Collective based in Los Angeles previously represented such artists including Kelly Clarkson, Snoop Dog, and Backstreet Boys. Now they are aiming at capitalizing on the shifting entertainment landscape. They paired the YouTube sensation, Annoying Orange with TV professional, Cartoon Network. The result was 2.5 million viewers. Apple’s iTunes Store sells an Annoying Orange Kitchen Carnage app for $1.99. Toys R Us and J.C. Penny sell Annoying Orange products and apparel. The Epic Meal Time generated 451 million viewers. One of the YouTube favorite, freddiew, features McDonald’s and Electronic Arts advertisements. Another YouTube sensation, humorist Rhett & Link, was so successful in getting brand sponsors and a cable show, they moved to Los Angeles. Twin sisters, Megan & Liz, who made home music videos, are now making back-to-school commercials for Macy’s.