Dhar Mann Studios has a new President. The media company founded by the self-styled “moral philosopher of YouTube” has hired Sean Atkins, a well-traveled exec who will guide Dhar Mann Studios toward new growth opportunities.
Mann, a 40-year-old California native, broke out on YouTube at the start of the decade. His idiosyncratic videos, which teach lessons by depicting morally black-and-white situations, made him a hit among millions of young viewers. Data from Gospel Stats shows that Mann’s average video viewership has declined since his 2021 peak, but he still receives nearly four million hits on each new upload.
Steady interest in the Dhar Mann brand has opened up numerous opportunities for the moralizing creator. A 2021 pact with CAA gave Mann agency representation, and he went full speed ahead with a namesake app, an in-person event, a planned feature film, and several other ambitious ventures.
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With Atkins on board as President, Dhar Mann Studios is expanding its relationship with CAA to pursue plans in fields like live events, merchandising, publishing, and brand partnerships. Atkins will also apply some of channel optimization tactics he practiced during his stint as the President of Jellysmack. The creator economy company is known for putting video libraries to work in order to generate income for its partners, and Dhar Mann Studios now offers something similar: The 5th Quarter Agency.
That’s the name of a new firm that will work with the top 1% of YouTubers to maximize the revenue generated by existing content catalogs. Atkins formerly launched 5th Quarter upon his arrival at Dhar Mann Studios, though the agency already boasts an impressive list of clients, including the Stokes Twins, Rebecca Zamolo, Royalty Family, and Jordan Matter.
Atkins will also build on Mann’s early efforts in the world of sponsored content. His videos have recently started showing up in our Weekly Brand Report, with mobile game developers emerging as Mann’s most reliable brand partners.
“Dhar has built something truly unique—a mission-driven scripted digital media company that inspires and connects with over 120 million people globally in a brand-safe, positive environment. It is an unparalleled platform that truly showcases the power of creators to drive global scale businesses,” Atkins said in a statement. “We’re poised to capitalize on this momentum and accelerate the growth of a business that’s primed to transform the industry. I’m excited to lead this next phase, driving an ambitious M&A strategy and expanding into new business lines that will propel our growth even further.”
Atkins was the President of MTV between 2015 and 2017. A year later, he popped up at fashion network StyleHaul. In his new gig, he will report directly to Mann himself.
