WhoSay, a kind of TwitPic for celebrities, announced a deal with Viacom (s VIAB) Monday in which the media conglomerate will sell advertising on the social-media management platform.
Quietly co-founded in 2010 by leading Hollywood talent representer Creative Artist Agency, WhoSay touts about 1,000 clients, ranging from movie and TV stars like James Franco and Sofia Vergara to well-known institutions like the University of Southern California Athletic Department, allowing these entities to control the rights to their photos, videos and other collateral that have been shared through social media.
Now, not only can the publicity teams of WhoSay’s clients promote their wares without losing control of their marketing collateral, but the Viacom deal allows them to monetize those assets through ad sales.
“This relationship with one of the largest media companies in the world illustrates that there is a real marketplace for this content and the engagement it creates with fans across all media,” said Steve Ellis, CEO for WhoSay Inc., in a statement.
Under the agreement, WhoSay will also work with Viacom brands such as TV networks Comedy Central, MTV, Spike, CMT and MTV to create original content and marketing integrations connected to on-air programming, online destinations and live events.
For example, prior to the formal deal, Viacom’s country-music-focused CMT partnered with WhoSay last year to promote the cable channel’s Artist of the Year awards telecast. Seven country artists participating in the event — Jason Aldean, Lady Antebellum, Rascal Flatts, Zac Brown Band, Keith Urban, Reba McEntire and The Band Perry — were WhoSay clients, and each artist gave support for the event through social media.
Funded by Amazon Investments LLC, Greylock Partners and High Peaks Ventures, WhoSay is headquartered in New York and has offices in Los Angeles and London.