YouTubers Make Jump To TV In Pursuit Of Advertising Dollars

By Paresh Dave
Los Angeles Times.

Stephanie Horbaczewski’s company, StyleHaul, manages 5,000 YouTube stars who dazzle 60 million viewers a month with watch-’em-and-learn videos such as “My Shower Routine!” and “2 Ways to Get Princess Jasmine’s Hair.”

The YouTube videos, sponsored by the likes of L’Oreal and Banana Republic, delve into fashion, beauty and the lives of women under 35.

They generate income for both the stars and StyleHaul. The Los Angeles-based company doesn’t release financial information, but claims
revenue has tripled in the last year.

Now StyleHaul’s top personalities are seeking more than just online stardom. StyleHaul and several companies like it are helping their video bloggers leap to leading roles on television and movies. The bigger screens come with prestige, millions of new viewers and larger paydays.

StyleHaul recently signed a deal with the Oxygen cable network, Trium Entertainment and Lentos Brand to create a reality series featuring StyleHaul stars, tentatively titled “Survival of the Clickiest.” Horbaczewski hopes the increased credibility, visibility and financial stability that television offers on-air personalities flows its way too.

“You come at it as: How do we create something to excite our existing audience while bringing over a new audience?” she said.

Though online advertising spending is growing, television remains supreme. Some entertainment industry analysts predict that television shows will become indistinguishable from the Web videos. That future isn’t imminent, but the Oxygen deal is among a growing list of experiments laying the foundation for widespread crossover between YouTube and traditional Hollywood.

Cameron Dallas, for example, known for his funny clips on the six-second-video-sharing app Vine, starred in the movie “Expelled” late last year. After a limited run in theaters, it sat on the iTunes top 10.

Online comedian Grace Helbig debuts a prime-time talk show on E! in April. BET has ordered a pilot based on a YouTube series about young black women called “Twenties.” YouTube prankster Jack Vale wrapped up a behind-the-scenes series on HLN on Tuesday.

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