Talent Agency Is Aiming to Find Web Video Stars

One of Hollywood’s top five talent agencies has created an online unit devoted to scouting out up-and-coming creators of Internet content — particularly video — and finding work for them in Web-based advertising and entertainment, as well as in the older media.

The move by the United Talent Agency — best known as the home of comedians like Vince Vaughn and Jack Black, filmmakers like M. Night Shyamalan and television producers like Dick Wolf and David Chase — amounts to a bet, albeit a modest one, that Web video is on a growth curve similar to that of cable television a generation ago. It is also a return by Hollywood’s core talent representatives to the sort of new-media business they tested, without great success, at the peak of the dot-com boom.

The goal this time around, executives say, is not only to recruit the next generation of television and film writers and directors from the relative obscurity of sites like YouTube and Revver. It is also to help the major Web portals that are hungry for original content to find the creative people they need — just as movie studios have long turned to talent agencies when looking for new directors, screenwriters and actors.

“It starts with just helping identify people on both sides of the aisle,” said Brent Weinstein, head of the new division, UTA Online. “The barrier to entry is so low, everybody is now a potential artist. So there’s this great unwashed of talent out there, 99.999 percent of which is probably not good enough to have a traditional film and television career. But on the Internet, a lot of different types of things go. And yet for buyers, this is a wall of people, so how does a brand know which one of them can help it execute?”

John Moshay, head of business development for Whittman Hart, an interactive advertising agency based in Chicago, said it was becoming untenable for buyers like his firm and its clients to find their own writers, performers and directors.