How Alessandra Catanese Transformed Smosh Into a 70-Person Media Powerhouse

I never thought I'd be running a 70-employee media company built around two guys making Pokemon sketches. When I became CEO of Smosh in early 2023, I was stewarding a 20-year legacy spanning five YouTube channels, 15 cast members, and millions of fans. My 15 years in talent management - from Maker Studios to working with Anthony Padilla at Press Alike - taught me to think about creators as brands. Now Ian, Anthony, and I create the vision together, building a sustainable entertainment company that respects both comedy and business fundamentals.
We're redefining digital-first entertainment. We've invested in 4K production for YouTube's living room experience and launched shows like Hospital - a semi-scripted improv comedy where doctors swap out when they break character. We're building cast-driven merch lines and creating accessible content anyone can enjoy without knowing our history. But I'm most passionate about changing how brands work with creators. Too many advertisers treat us like bedroom amateurs when we have the infrastructure and insights traditional media can't match. TV commercials are terrible - agencies waste millions on creative that doesn't convert. We deliver instant metrics, authentic partnerships, and only work with brands we sincerely use. We're proving collaboration over competition is the future.

---
Key Highlights

🚀 From Talent Manager to CEO: How 15 years in the creator economy led to running a 70-employee media company with five YouTube channels and 15 cast members.
📺 YouTube's Living Room Revolution: Why Smosh invested in 4K production and how YouTube is separating TV-viewing from search engine content.
🎭 Hospital Launches in January: A semi-scripted improv show where cast members swap out when they break character - SNL meets Grey's Anatomy.
🤝 Collaboration Over Competition: Why the creator economy thrives when companies like Smosh, Mythical, and Dropout share tips instead of competing.
💰 Owning Your CMS is Power: Lessons from the MCN era about controlling your content management system and working directly with Google.
📢 The Brand Partnership Problem: Why TV commercials fail and Smosh only partners with brands they sincerely use for authentic campaigns.
⏰ Treat Creators Like Studios: Why brands must respect production schedules and kill fees the same way they treat Fox or NBC.
🎯 Accessible Content Strategy: How shows are designed so new viewers can enjoy them without knowing Smosh's 20-year history.

---
Resources & Next Steps

🎥 Watch Smosh on YouTube
🔗 Follow Alessandra Catanese on LinkedIn
🎧 Subscribe to Next in Media on Apple Podcasts

---
YouTube Chapter Timestamps

00:00 Introduction - Smosh's evolution from bedroom to boardroom
00:38 Early days of covering Smosh at Media Week
01:25 Meet Alessandra Catanese - from talent manager to CEO
02:01 The Maker Studios era and YouTube economy origins
03:14 15 years of experience leading to this role
03:43 Working with Anthony and Ian on the vision
05:37 Smosh 101 - five channels and 15 cast members
07:04 Full-fledged merch business and cast-driven products
07:51 Making content accessible without knowing the lore
08:51 Hospital show - the January improv comedy launch
09:20 SNL meets Grey's Anatomy with character breaks
10:22 YouTube on TV and the living room experience
11:05 Investing in 4K production for Summer Games
12:10 Honoring traditional TV conventions on YouTube
12:46 Predicting YouTube's TV vs search engine split
14:40 Digital and traditional becoming the same thing
15:26 The MCN era and owning your CMS
18:07 Google's special care and bespoke deals
19:14 MCN collaboration lessons and creator networks
20:11 YouTube was founded on collaboration
20:50 We don't have competition, we have collaborators
21:36 No monopoly on the internet
22:34 Growing the creator advertising economy
23:48 Educating advertisers on metrics that matter
24:19 Sincere representation philosophy with brands
24:52 Brands need smarter creative strategies
26:59 Why TV commercials are terrible today
27:40 YouTube provides instant, rich data
28:40 Working with newer vs legacy brands
29:09 Brands still see creators as bedroom amateurs
29:50 Production costs and treating creators professionally
30:29 Progress in podcast ad reads and trust
31:07 Wrap-up and final thoughts