Connecting YouTube Artists, Celebrities, Advertisers & Brands: Big Frame

Sarah: My name is Sarah Penna.  I’m the co-founder of Big Frame and we are a media company that manages YouTube talent.  We manage their careers as well as doing brand integration, audience development and channel marketing for them.

We have a little over 30 channels, about 87 million video views a month.  We have some of the most premium channels on YouTube.  Mystery Guitar Man, Day Storm, Julian Smith.  We have a lot of really amazing emerging talents.  People like Mike Diva, Corridor Digital.  People who have a really big, amazing audience and are just continuing to grow and grow and grow.

When an advertiser comes to me wanting to do an integration with one of the channels that we represent, they’re coming for a couple different reasons.  One, they have a specific campaign that they want to market online.

This is DeShawnRaw, very funny channel.

Or they have a specific product or they just want to get the word out about their company.  These channels are influencers in their space so they are able to move traffic around and what they think is cool their audience also thinks is cool.

We’ve actually been very lucky that the advertisers that we work with are really excited to learn.  Even really big clients like Sony, McDonalds, Garnier, Coca Cola, they’ve really been willing to work with us on the creative side of things because they do understand that this is our world, this is the talent’s world, this is at the end of the day the audience is the most important thing.

The dollars that we are getting are marketing dollars so it’s really about brand awareness, it’s about aligning the brand with cool, hip, innovative media that is targeting whatever demographic that they want.

I think part of that is having really cool content that they can show off. 

The thing I love the most is when I see somebody make a video that they’re super proud of and it goes – gets really big.  I just love seeing that.  I love the community support around those videos.  Anytime somebody puts out a video that’s really important to them.  The whole community comes around and supports them.

I really hope that it stays that way.  It’s really special.