YouTube viewers love cat videos, but it’s not all fun and games for feline performers, according to Michael Fasciano, social content director at Digitas. At 2014’s Media Summit in New York last week, he spoke on a panel about YouTube, offering a behind-the-scenes account of negotiations for his client to sign Maru, a male cat living in Japan and worldwide YouTube sensation.
Maru has been a YouTube star for a few years, consistently drawing throngs of worldwide viewers, and his owner posts videos under the account name Mugumogu. When a Digitas client wanted to feature Maru, who “jumps into a lot of things”, Fasciano sprang into action. He tracked down the cat and owner, confirming the relationship with a contract. Then he made arrangements to bring an American production crew to Tokyo.