Night, the Dallas- and Los Angeles-based management company that reps creators like MrBeast, ZHC, Ryan Trahan, Unspeakable, and MrBallen, has signed longtime lifestyle and beauty YouTuber Safiya Nygaard.
Nygaard has been on YouTube since 2014, and is known for trying weird and sometimes wonderful—but mostly weird—products and experiences.
Acquiring a pallet of questionable Amazon returns? She’s done that. Mixing dozens of candles/lipsticks/hand sanitizers/bath bombs together to see what unholy creation emerges? That, too. Buying the first five products recommended by ads on Instagram, Facebook, and TikTok? You got it.
Nygaard’s also taken her 9.4 million subscribers traveling to locations like Tokyo, Hong Kong, and her beloved Colonial Williamsburg in Virginia.
At Night, she’ll be represented by manager Lili Colwell.
Night focuses on signing entrepreneurial-minded creators who want to build businesses adjacent to or even apart from their content creation endeavors. Colwell tells Tubefilter she can’t discuss exactly what Night and Nygaard (who has her own merch brand, Fiendish Behavior) have planned, but says the company is “excited to ramp up Safiya’s business and provide her with the tools and support to build her business.”
Colwell adds that “Night is excited to continue to expand their roster to include talent in the beauty, lifestyle, and fashion vertical and is very excited to be working with a top female creator in this category.” She says Night has had its eye on Nygaard for a while, and that Nygaard has “obviously been a top-tier talent on YouTube for over five years.”
Nygaard is the first beauty creator to sign with Night.
“I’m super excited about my new partnership with Night,” Nygaard tells Tubefilter. “Night represents some of the biggest creators on YouTube and I can’t wait to work together to further my brand, business, and content. In the brief time that we’ve worked together, I’ve been very impressed with the Night team, and can’t wait to see where we will go together.”
Nygaard’s YouTube channel currently brings in around 10 million views per month.
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