Grown Up Thinking

Recently I came across a Vanity Fair article covering Anomaly’s partnership with YouTube sensation Lauren Luke to launch a makeup line soon to be sold at major retail stores. Its excellent to see this type of entrepreneurial output from a talented YouTube star. For those out of the loop, there are many YouTube phenoms with excellent audience bases, many with over 100k+ subscribers to their channels.  These new-aged Video Stars  generate over 5+million video views, some even with 30+ million views and armed with the ability to quickly produce mutiple videos under their belts that satisfy the appetities of their online crowds. This viewership is the type of stuff advertisers beg for. While beauty seems to be a hot button for online tutorials, other brands have found partnership opportunities and endorsement deals around YouTube celebs. Recently iJustine did a video promo on for Sanyo and tagged a contest to promote their video camera. In short, the news on the Lauren Luke make up line is truly in stride with the gospel we hustle; authenticity is key and credible voices are often more powerful than celeb pay to play voices..  While there is still a lot of parody, spoof and nonsensical videos on YouTube there are some budding stars that brands can align with in a low-cost, high-reach, and immensely authentic manner. In the coming weeks we will share some news on an exciting project Mr. Youth has been working on with a viral sensation. Till then you can check out the list of YouTube celebs on Wikipedia.