Gone are the days of YouTube being used to watch cat videos and babies laughing. Sure those videos are still being uploaded, but the enormous success of many YouTube stars has made companies pay attention. As residents of Florida may know, YouTube creators now have millions of followers who tune in as soon as their latest video is posted. Entertainment law protects these creators and helps them negotiate contracts and endorsements.
According to Nielsen, YouTube reaches more viewers between the ages of 18 to 34 than any cable network. One of the most popular YouTube creators is Michelle Phan. Her YouTube channel has over 6.8 million subscribers. Her videos started as tutorials for makeup tips and matching the looks of celebrities such as Lady Gaga and Barbie. She has now become a star within the YouTube community and the entertainment community. She has appeared in advertisements for Dr. Pepper and worked with companies such as Toyota, Beats, SanDisk and others. She has her own makeup line through Loreal and done YouTube videos for Lancome. She has also started a monthly beauty membership and will be releasing her first book in October. Clearly her popularity and endorsements have led to a new world in internet law.
Endorsements, book deals and other things that go along with being famous can lead to a whole new world for YouTube creators. With this success questions regarding contracts, copyrights, trademarks and other intellectual property laws can come up. A legal professional in the area of entertainment law may be able to help their client sort through the complexities of Internet law and maximize their client’s entertainment brand.
Now that YouTube has established itself as a major player in the entertainment world, YouTube celebrities are finding themselves earning contracts and endorsements. Making sure their brand is protected is important in making sure their public image is upheld and their professional reputation remains positive.
Source: gulfnews.com, “YouTube stars are cashing in,” Andrea Chang, Aug. 9, 2014