YouTube, by and large, is an ephemeral outlet. Creators post videos and, with a few very rare exceptions, then move on to the next one. But a growing number of investment firms are betting that there’s money in those old videos.
Investment firms, which have spent the past few years buying up the catalog rights for successful musicians, are turning their attentions to the modern rock star: Influencers. And YouTube creators are being offered millions of dollars for the advertising rights to their older videos.
