How This Startup Is Finding Millions in Unclaimed YouTube Revenue For Artists and Labels
Create Music Group bagged $30 million In 2017 -- plus a platform with 17 million teen fans.
Marshmello earned eight figures in 2016, and "when artists are having that type of success, it's extremely hard to convince them that they are missing out on a large amount of revenue," says Sam Casucci. A 28-year-old DJ, Casucci had been working part-time as a juicer and living in a shed on his brother's property before being recruited to join Create Music Group (CMG) as senior vp of digital strategy.
But after a year of trying, Casucci finally landed a meeting with Marshmello's manager, Moe Shalizi, and promised that his scrappy startup could help the masked EDM star multiply his YouTube fortunes. "What if we give you guys a six-figure advance, and if we don't double what you're currently making within 90 days, you can keep the money?" Casucci recalls proposing. "Marshmello's [YouTube] revenue tripled in 90 days, and we now support almost every act on Moe's roster."
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