Brief
WME launches Creator Labs to help talent build YouTube businesses
The new unit will support clients from podcasters to athletes in building and scaling YouTube channels.
By Felo News Desk · Published
Talent agency WME announced the creation of Creator Labs, an in‑house digital operations team designed to help clients build and scale media businesses on YouTube and other platforms, the Hollywood Reporter said.
Creator Labs sits within WME’s Digital Division and offers services such as channel management, content syndication, posting, scheduling and distribution. The unit also works with WME’s creator‑sales team, led by Doreen Dinour, to secure brand sponsorships and advertising for client content.
WME has invested in video‑strategy firm Astra Media, which has already supported projects for Khloe Kardashian and Kevin Hart, and employs 11 staff dedicated to Creator Labs plus 50 employees and contractors at Astra Media.
Joanne Lee, who joined WME in 2024 after roles at Meta, YouTube and Sony Pictures, leads Creator Labs. Ben Davis, co‑head of WME’s digital group, said the agency is adapting to a market where “our clients now own their distribution, so how does the role of an agent change?” Jad Dayeh, co‑head of the digital group, added that YouTube has “deconstructed…the different pieces that you have in what historically was a network or distribution operation and put that in the hands of the creator.” Early adopters include soccer star Erling Haaland and creator Julian Shapiro‑Barnum, who used the service to launch a YouTube channel and secure sponsorships.
Key facts
- WME created Creator Labs, a digital operations team for YouTube creators (hollywoodreporter.com)
- Creator Labs is led by Joanne Lee, former Meta, YouTube and Sony Pictures executive (hollywoodreporter.com)
- WME invested in Astra Media, which supports client projects such as Khloe Kardashian and Kevin Hart (hollywoodreporter.com)
- Early clients include Erling Haaland and Julian Shapiro‑Barnum (hollywoodreporter.com)
Sources
- [1] hollywoodreporter.com — originally reported as “WME Unveils Creator Labs to Help Clients Build Media Businesses (Exclusive)”
