Talent Agency Big Frame Tackles YouTube
Big Frame Co-Founder Sarah Penna, left, helps up-and-coming YouTube artist and client, Hannah Mulholland, plot her next online career moves. Alex Pham / Billboard

At 3.6 billion views and counting, a new talent agency has evolved in the YouTube ecosystem that bends the rules to work with the social age.

With online video, it's hard to know whether you've made it or are just about to lose it. That's how it was for Sarah Penna as she stood in the middle of a video shoot in the baking California desert, needing to make an immediate addendum to a film contract.

Penna's client, MysteryGuitarMan, had decided to put his special effects supervisor, Freddie Wong, into the clip. But Wong wasn't part of the sponsorship agreement struck with L'Oreal.

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