Prominent YouTube content creator Matthew Santoro has selected NKPR as his strategic brand image manager.
NKPR will help Santoro develop his brand outside the digital realm including public appearances, press opportunities and speaking engagements.
“He’s got his profile digitally; we’re looking to build his profile outside of digital,” says NKPR president Natasha Koifman.
Santoro was recommended to NKPR via a mutual friend.
Based in Toronto, Santoro has more than 5 million YouTube subscribers and more than 580 million views and is best known for his top ten lists and “50 Amazing Facts” videos. He also operates the Matthew Santoro vlog channel with more than 720,000 subscribers. His newest channel, Santoro Gaming, launched this year and has about 150,000 subscribers.
With Santoro, NKPR is doing the opposite of what it normally does, by helping him build his brand beyond the digital audience, Koifman says.
“People who have a huge profile on social media have a huge amount of influence and I really feel there is an opportunity to help them evolve their brand so that people really know them beyond what their profile is in the digital space.”
Since not everyone is on YouTube, there is an opportunity for people to get to know Santoro through traditional media, she says. Doing so will help him improve his brand and boost his career.
As well, independent YouTubers with huge profiles tend to not have anyone with whom they can bounce ideas off and provide counsel. Having a partner at the table can go a long way, Koifman says.
Santoro hired NKPR in December, which seems somewhat serendipitous now given the recent online exchange between Santoro and his ex girlfriend Nicole Arbour. In a video posted online, Santoro tearfully explains how he was mentally and physically abused. Though he doesn’t name the alleged attacker, it was widely known that Santoro had been dating Arbour — the controversial YouTube star behind the highly criticized video titled, “Dear Fat People.”
“We’re currently giving him a lot of strategic counsel around it,” says Koifman, including recommendations that he not respond further to accusations by his ex.
