Joey Graceffa has signed with HeartRock Partners for management representation.

The actor, producer, entrepreneur, author and internet personality found fame early as a content creator by creating and starring in the YouTube series Escape the Night. The wildly popular series generates tens of millions of views with the first episode of season two garnering 69 million views alone. He counts 9 million subscribers on the platform along with 6.3 million on Instagram and nearly one million on TikTok.

He extended his reach beyond YouTube into entertainment, publishing, entrepreneurship and consumer ventures. As an author, he’s penned the memoir In Real Life: My Journey to a Pixelated World and the YA novel The Twelve. He also created the all natural pet wellness brand called Tale. Graceffa also appeared on the hit competition series The Amazing Race.

In inking with HeartRock, the firm will work with Graceffa to continue growing his platform and exploring 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; so he embodies everything we look for in a HeartRock client. Our team has very ambitious plans for our partnership with Joey and the expansion of his already incredible platform and brands,” says HeartRock CEO and founder Alec Shankman.

Shankman, the former head of alternative at Gersh, founded the company earlier this year. Per Deadline, he hired four staffers across talent and brand representation including Cole Childres, Olivia Zoratto, Morgan Schreiber and Caroline Welker. At the time, Shankman said his company will focus on three primary areas of business including repping “entrepreneurial-minded” talent, repping and building consumer products brands and working with storytellers and content owners to maximize new technology.

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