StyleHaul

Method

Stephanie Horbaczewski founds StyleHaul in Los Angeles in 2011 with Allen and Aaron DeBevoise of Machinima as a beauty and fashion network that pools women creators' YouTube ad inventory and sells it to cosmetics brands. RTL Group buys a majority for about 107 million dollars in 2014 and the rest in June 2017. The network claims about 5,000 creators including Cameron Dallas and Ashley Tisdale, yet in March 2019 RTL announces the closure of the US office with about 65 layoffs, scraps a plan to run the roster from Europe and shuts the company entirely in May 2019, releasing creators on July 31. In July 2019 its former finance vice president Dennis Blieden is indicted for embezzling 22 million dollars, part of it spent on poker. The rung that breaks is thin margin on resold ad inventory under a parent that no longer wants the exposure.

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The path: money and goods moving

• came out ofMachinimaAllen and Aaron DeBevoise of Machinima co found StyleHaul with Stephanie Horbaczewski in 2011. (partly verified)2011
• acquired byRTL GroupRTL Group takes control of StyleHaul in November 2014 for a reported 107 million dollars and winds it down in 2019, closing US operations in March and confirming a full shutdown in May.2014 to 2019
• spawnedSpotterStyleHaul co founder Aaron DeBevoise applies the network era's channel data to Spotter's catalog financing model.2019

Influence

• copied byMaker StudiosStyleHaul copies the vertical MCN model that Maker and Machinima prove, applying it to beauty; the DeBevoise family links the two. (partly verified)2011

Representation, events, tools

• representsCameron DallasCameron Dallas is among StyleHaul's roster of about 5,000 creators at closure.2016 to 2019