Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.
In an effort to keep its stars from decamping to other video-hosting platforms, YouTube will be funding a select number of its best and brightest to help subsidize video production costs. According to Re/code, this isn't YouTube's first stab at funding videos for its own platform—a couple of years ago, the company spent more than a $100 million to coax Hollywood stars to create channels that had the look and feel of TV shows.
That idea didn't pan out so well, so this time YouTube is pouring the money into stars who are already YouTube-famous. One video producer told Re/code that the company is prepared to spend in the "single-digit millions" on the project. The money will help fund bigger productions than what the stars can usually afford based on what they currently make off of YouTube.
· YouTube Takes Out Checkbook Again, Pays Its Stars to Make Videos [Re/code]
· This Beauty Blogger Convention Sounds Like the Worst Thing Ever [Racked]
· Clicks, Likes, Cash: How YouTube Beauty Stars Threw the Industry for a Loop [Racked]