"Creative Artists Agency continues to build up its slate of creator clients. The agency has signed Donut Media, one of the biggest digital media brands focused on car culture and auto enthusiasts. The brand operates one of the top 10 YouTube channels focused on cars, and one of the top 500 most subscribed channels overall, with a focus on blending comedy, cars, education and accessibility."
"Donut's programming includes the video series HILOW, the podcast Past Gas, as well as live events, and consumer products sold at stores like Walmart. Automotive and car enthusiast channels have emerged as a popular genre on YouTube and other social platforms, thanks to products that allow for detailed videos on reviews, tech, engineering and culture and styling, and Donut, with its regular cast of creators, hits on all those points in its content."
"CAA, like all the agencies, has been aggressively pursuing more deals with creators as the culture and business of media has shifted in that direction. Many digital creators and channels are seeking to further expand their reach into traditional media and with brand deals, and agencies are uniquely positioned to help them achieve those goals."
Creative Artists Agency added Donut Media to its creator roster to capitalize on car-focused digital audiences. Donut Media runs one of the top 10 YouTube channels dedicated to cars and ranks among the top 500 channels overall by subscribers, combining comedy, education and accessibility in its content. Programming spans the HILOW video series, the Past Gas podcast, live events, and consumer products sold at retailers like Walmart. Automotive and car enthusiast channels thrive because tools enable detailed reviews, tech and engineering coverage, and cultural and styling content. Agencies pursue creator deals to expand creators into traditional media and brand partnerships.
Read at The Hollywood Reporter
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