Driver Digital, a cross-platform family company, will represent the YouTube star of “Its JudyTime” and “ItsJudysLife” for new media and product launches. Judy Travis, who made her name on YouTube with nearly a half-billion views, has moved beyond fashion and beauty tips into the lifestyle arena.
As part of the agreement, Driver will cast Travis in long-form broadcast and cable TV shows, while expanding her brand into publishing and retail merchandise in a range of categories.
“We’re moving forward with our YouTube stars to help transform
their brands into 360-degree platforms that will allow them to connect their massive fan base with products and content they can trust,” states Driver Digital cofounder and CEO Scott Weitz.
Recently, Driver Digital negotiated sponsorship agreements for Travis with Old Navy, TRESemmé and Kao Corporation’s John Frieda's hair-care line.
Weitz says Travis has “great potential to become a household name, synonymous with home, family life and kids,” which matches the company’s mission of family entertainment that extends to games, mobile and Web.
Sister company Driver Media recently hired Julie Stone as executive producer, since she has extensive experience in the fashion, beauty and apparel fields, having worked with Victoria’s Secret, Michael Kors, Ralph Lauren, Revlon, Neutrogena and Bath & Bodyworks.
Separately, Driver Digital’s “Cool School” channel on YouTube posts 5 million views monthly, reaching kids and their millennial parents, a target audience for its pre-roll advertisers.