YouTube hires Derek Blasberg, to counter IGTV
Derek Blasberg to join Youtube on Fashion and Beauty platforms, on the heels of IGTV’s announcement
New York Magazine and The Guardian has referred to Derek Blasberg as “Truman Capote” and “Gatsby” of Instagram. Now, the former editor-turned-television personality is taking charge through a different platform: YouTube.
Derek is set to be heading a new fashion and beauty content partnerships division, saddled with the task of developing relationships with brands, influencers and industry professionals to encourage them to use YouTube effectively. The news comes folloing the announcement of Instagram’s new long-form video app, IGTV. This suggests that the Google-owned platform is ready to defend its turf against the competition.
Blasberg is shrewd in this industry, thus making him a savvy hire for both his industry connections and his experience in video. Since two years ago, he has hosted “CNN Style” on CNN International; and before that, he worked with Vanity Fair on several popular web series as the magazine’s “man on the street,” teaming up with friends like Naomi Campbell, Gigi Hadid and Karlie Kloss to co-star in episodes. He has also been a regular contributor to publications like Harper’s Bazaar, V and Vogue, and also published several books, including a best-selling etiquette guide called “Classy: Exceptional Advice for the Extremely Modern Lady.”
Eva Chen’s role at Instagram is similar to what Derek will be handling, leading a team that constantly meets with publications, brands and others in the industry in order to educate them on the platform’s new features and drum up engagements, also coordinating original content around popular events such as Fashion Week, Met Gala and award events including red carpets.
YouTube is known to have a particularly robust community of beauty influencers, and some fashion luminaries, like Kloss, have built impressive followings on the platform, but so far, fashion brands have mostly gravitated to the image-sharing platform on Instagram. Nike, for instance, has 803,000 YouTube subscribers and 78.4 million Instagram followers. Blasberg will no doubt be responsible for bridging that gap.
“I’m looking forward to bridging the world of YouTube creators with the global style and beauty industries in this newly created role and department,” Blasberg said in a statement.