YouTube star Meredith Foster, aka Stilababe09, has signed with CAA, joining other YouTube stars represented by the Hollywood mega-agency including Mamrie Hart, Joe Penna, Jerome Jarre, and Casey Neistat.
Foster is best known for her beauty, fashion, and home decor how-to videos on YouTube, where she is ranked in the top 1% in the beauty/fashion/DIY vertical. The 19-year-old has amassed a following of more than 3 million subscribers since launching her channel in 2010. Like other top YouTube stars, Foster has a strong reach across social platforms, with 1.3 million followers on Instagram, 784,000 followers on Twitter, and more than 450,000 fans on Facebook.
Per the new deal, CAA will oversee Foster’s digital and branded content business, as well as expand her presence across multiple non-digital areas including licensing, television, commercial endorsements, speaking, publishing, and beyond. Foster is currently networked with StyleHaul, the fashion and beauty network recently acquired by RTL Group.
Landing “legitimate” representation has become increasingly common as YouTube talent has started to make successful leaps from digital to linear as well as traditional publishing projects and live events.
Over the last year alone, we’ve seen YouTube talent successfully release books — including CAA-repped Mamrie Hart, whose first book title “You Deserve a Drink” is set for release this coming May.
As far as the category is concerned, the business of beauty is quite substantial. Others in the beauty category like Kandee Johnson, Zoella, Ingrid Nilsen, Michelle Phan, and Rachel Talbott have leveraged their YouTube presence to build businesses with multiple revenue streams — much in the way Foster will with CAA.