The Collective: Managers to the (YouTube) Stars

Not long ago, like many YouTube entertainers, the comedians Rhett McLaughlin and Link Neal juggled lots of duties. They wrote songs, performed sketches, shot videos, edited clips, marketed comedy albums, met with sponsors, negotiated ad deals, troubleshot equipment, and rapped about bacon—all with minimal support staff. Rhett & Link, as they’re known professionally, thrived for years with this do-it-yourself approach, becoming one of the most popular acts on YouTube. They were part of the elite group of performers who could generate six-figure annual incomes via YouTube’s revenue-sharing program, and by selling merchandise and creating sponsored video ads for consumer brands.

Eventually, however, the comedic musicians felt overwhelmed by the serious business proposals that were rolling in from the likes of General Motors and McDonald’s, which were drawn to the performers’ personalized and direct pitches to audiences that tune out more traditional advertising. “Not only were we negotiating directly with brands, but we were writing the legal contracts,” says McLaughlin. “It was just too much for us to handle.”