Moriah Elizabeth wears many hats: YouTuber, graphic designer, crafter, squishie enthusiast…But the one that got her signed with Night Media is entrepreneur.

Elizabeth, who’s 25 and has 5.43 million subscribers on YouTube, is the latest creator to join the management company’s roster, a move that puts her among fellow top talent on the platform like MrBeast (43 million subscribers), Preston (14.4 million), ZHC (15 million), Azzyland (12.8 million), and Matt Stonie (12 million). She is now represented by Michael Gordon, Night Media’s VP of talent management.

Like many career YouTubers, Elizabeth didn’t originally set out to make the platform her full-time job. She started her channel in 2012, at the tail end of high school, and updated it sporadically as a hobby, posting parodies and listicle-style vlogs. Then, as a freshman art and visual technology major, she made her first viral hit: a page-by-page rundown of how she’d artfully “destroyed” her copy of the well-known creative exercise book Wreck This Journal. The response to that video—now at more than 3.3 million views—is what made her realize YouTube could connect her with an audience for her art.

Elizabeth maintained her YouTube presence throughout college, following her first Wreck video with twenty more. She occasionally expanded to other artistic ventures, like DIY manufacturing and decorating soft squishables, but her main passion—and the most popular subject on her channel—was still her completed journals. With this in mind, she self-published her own collection of creative prompts, called Create This Book. Like Wreck, Elizabeth’s book invites readers to create art directly on the pages; she advises using pens, acrylic paints, chalk, and charcoal to fill out prompts like “Create a monochrome,” “Create without thinking,” and “Create boredom.”

In the years since publishing Create, Elizabeth has come out with numerous more products, including a second prompt book, apparel, and lines of enamel pins and die-cut stickers, all featuring her art. These items and her channel, which drives around 60 million views per month, have been her full-time job since 2018.

Reed Duchscher, Night Media’s founder and CEO, tells Tubefilter these products are what make Elizabeth a great fit for his management company. “We don’t represent creators,” he says. “We represent entrepreneurs who happen to be great creators.”

Night reached out to Elizabeth in July, he says, because they were intrigued by how she is building her brand. “She was able to talk about her goals and ambitions in products and software,” Duchscher explains. He adds that because Elizabeth doesn’t yet have any products in retail stores (she vends current merch through her digital storefront), this will be “a big focus” for Night going forward.

“Night Media represents some of the biggest creators on YouTube, so it’s super exciting to be a part of a dynamic team,” Elizabeth says. “I decided to partner with them to help take my brand to the next level. I am really looking forward to what we can accomplish together!”

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