Brand Deals, Sponsorship & Business
Creator-led brand
Also called: creator brand, founder brand, own-brand product
Feastables, Prime and Chamberlain Coffee are the loud examples, and there are thousands of quieter ones: a course, a physical product, a piece of software. The creator owns the company, carries the inventory or the development cost, and keeps whatever is left after the bills. A sponsor pays once per video. A brand you own keeps earning between videos and survives a bad month on the channel. It is also a second full-time job with staff, returns and cash flow attached. YouTube's own reporting shows over half of Partner Programme channels earning five figures or more make their money from sources beyond ads and Premium.