Online-video stars have managers just like musicians do, but now one of those YouTubers is co-founding a music management company. Brit Marcus Butler has 4.5 million subscribers and 344m views on YouTube, and is partnering with social talent agency Gleam Futures (which manages him as well as non-music stars like Zoella, Caspar Lee and Alfie Deyes) for a new company called Stripped Bear Entertainment. Its aim: to “discover and develop music artists for a new digital-generation audience”, with two artists already signed. The firm has poached Bobby Havens from Elton John’s management firm Rocket Music as its first manager. “Social media is already incredibly important for new and established musicians and social media talent can become crucial new gate keepers to a huge new audience in the future,” said Havens in a statement. “The idea is to try and manage new music talent like we manage social talent,” added Gleam boss Dom Smales in an interview with Tubefilter.
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