business
Joey Graceffa Signs with HeartRock Partners for Management
The YouTube creator and author has signed with the new firm led by former Gersh executive Alec Shankman. HeartRock will focus on expanding Graceffa's existing brands and business ventures.
Jul 8, 7:01 PM·1m read1 source
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Joey Graceffa has signed with the newly founded HeartRock Partners for management representation. Graceffa created and starred in the YouTube series Escape the Night, whose second-season premiere episode drew 69 million views. He maintains 9 million subscribers on YouTube, 6.3 million followers on Instagram and nearly one million on TikTok.
Graceffa has also written the memoir In Real Life: My Journey to a Pixelated World and the young-adult novel The Twelve. He founded the all-natural pet wellness brand Tale and appeared on the competition series The Amazing Race. HeartRock Partners will work with Graceffa to grow his platform and pursue new brand and business opportunities.
“We couldn’t be more excited about representing Joey. He’s not only a pioneer of the creator economy, but also a genuinely entrepreneurial-minded innovator,” said HeartRock CEO and founder Alec Shankman. Shankman, previously head of alternative at Gersh, launched HeartRock earlier this year.
The firm has hired Cole Childres, Olivia Zoratto, Morgan Schreiber and Caroline Welker to handle talent and brand representation.
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