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“The Female Era”: We Are Era commits to a better male-female ratio on YouTube

November 4, 2021

Personalities

Social media content is as diverse as the millions of channels on the world’s leading video platform YouTube. However, in terms of gender diversity, the most successful channels are still lagging behind. Male creators dominate, with only a small minority (6% according to socialblade.com) of the 100 most popular YouTube channels being female-led. In collaboration with Google, leading European talent agency We Are Era is taking a stand for female creators by launching “The Female Era’’, an initiative that empowers content creators and aims to develop sustainable personality brands.

“The Female Era” stands for female empowerment and personality branding. A diverse group of 18 YouTube channels has been selected to bepart of this unique program, conceptualised and produced by We Are Era Netherlands. Content creators Cheyenne Gallardo, Danique Hosmar, Denise Anna, Denise Kroes, Elize, Eva Rose, Femke Meines, Isabelle de Koning, Jamie Li, Michelle Langerak, Onnedi, Renee van der Schoot, Rosalie, Sara Carmelita, Sisi Bolatini, Djanifa VerlosMoeder, Victoria Vermeer, en Zomayra are part of this movement and will be working closely with We Are Era’s Amsterdam-based team over the next 12 months.

Success stories from a new generation of female creators

“An uneven male-female ratio is out of step with society, and the Female Empowerment movement is growing bigger every day. Over the next year, We Are Era is committed to pushing the visibility of participating female creators to the next level and increasing awareness around this subject even further. Over the past few years we've built up an impressive network of female creators and we are excited about the opportunity to highlight this part of our business through The Female Era.  We're extremely proud to be able to take a stand for female talent on YouTube and can’t wait to write success stories with and for a new generation of female content creators,” explains Fabiana Broer, Lead Influencer Management at We Are Era Netherlands.

Visibility beyond social media

We Are Era’s talent agency represents some of the most popular content creators in the Netherlands. The company’s creator portfolio includes 1,500 partners from twelve European countries. Its media professionals will provide all participating creators with comprehensive advice on personality branding, PR and community building, enabling them to extend their visibility even beyond their social media presences.

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