As YouTubers are increasingly being recognized for being business-savvy brand builders, yet another media company wants to capitalize on their knowledge of digital entertainment.
Condé Nast Entertainment (CNÉ) on Friday announced a program that pairs prominent web-content creators with Condé Nast’s media brands and production projects. The first to be named as lead digital contributor is vlogger Kandee Johnson, who will head CNÉ’s beauty vertical.
Johnson will star in multiple CNÉ-produced digital series across several Condé Nast brand channels that will be available on YouTube, The Scene, the publisher’s individual magazine sites and syndication partners including AOL, Yahoo, Dailymotion, Roku and Xbox. She will also provide curated video playlists and social media campaigns, leveraging the support of her fans: 2.3 million YouTube subs and more than 230,000 followers on Twitter.
New programming created as a result of the partnership will be announced early next year. CNÉ will also work to develop TV and film projects with the star. Under the agreement, Condé Nast will become the exclusive media sales representative for Johnson’s YouTube channels.
Johnson, who earlier this year starred in a series called Beauty Recovered for Glamour, will continue to produce beauty and lifestyle content for her own YouTube channel independently of CNÉ.
In the coming months, CNÉ will announce additional influencers who will take on roles that help steer the company’s growing video verticals, including fashion, fitness, food, music and sports.
“Kandee represents a new generation of talent emerging on YouTube,” said Dawn Ostroff, president of CNÉ, in a statement. “By pairing her perspective with our brands and content, our digital video business continues to be right in the sweet-spot of millennial viewers.”
Beauty vlogger and entrepreneur Michelle Phan took on a similar role this year with Endemol Beyond, with whom she is working on expanding a beauty vertical in both the U.S. and international markets. In the scripted space, YouTubers are also being recognized for their filmmaking abilities, working on projects that studios like New Form and Lionsgate hope will have cross-platform appeal.