• YouTube is stepping up its efforts to help its creators win an Emmy.
• The platform hosted its first "For Your Consideration" event for awards voters on Sunday.
• YouTubers like Sean Evans and Michelle Khare are vying for nominations this year.

From "Beast Games" to "Paul American" to Ms. Rachel, Hollywood wants a piece of YouTube.

But the video giant, which stopped making its own original content in 2022, isn't sitting idly by while streamers like Amazon Prime, HBO Max, and Netflix court its creators. Behind the scenes, the company is working to elevate its native content within Hollywood and prove its creators are worthy of the industry's highest honors.

One key component is YouTube's Emmys push. A creator has never won a Primetime Emmy — TV's most prestigious award — in a main, televised category for their show, a YouTube spokesperson said.

While creators have nabbed nominations and wins in the past, the company is pulling out all the PR and marketing stops for a different outcome.

In addition to the cultural cache, a win could sway more ad budgets reserved for premium TV in YouTube's direction, as The Wall Street Journal reported.

For the first time this year, YouTube hosted a "For Your Consideration" event in Los Angeles, escalating its efforts to nab an Emmy for its creators. It's not alone; earlier this month, Amazon pushed YouTube's most popular creator, MrBeast, for Emmy consideration at its own FYC event.

These events convene awards voters — in this case, members of the Television Academy — to screen content and introduce them to prospective nominees. Emmy nominations are set to be announced on July 15.

This year, YouTube is backing three creators who self-submitted for Primetime nominations, including Sean Evans' "Hot Ones" in the Outstanding Talk Series category; Rhett and Link's "Good Mythical Morning" for Outstanding Short Form Comedy, Drama or Variety Series; and Michelle Khare's "Challenge Accepted" for Outstanding Hosted Nonfiction Series or Special.

YouTube's event, held on Sunday, featured screenings and conversations with each of the creators. There were also themed food trucks — such as the "be your mythical best" bean burger and "Challenge Accepted" fuel bowls — and recreations of each creator's sets for guests to take photos at and tag on social media.

YouTube does not fund individual creators' Emmy submissions or FYC campaigns in their entirety, a spokesperson told Business Insider.

It's providing PR and marketing support, as it did last year. In addition to the event, this support includes drumming up press for the shows, and running billboards timed to the Upfronts and Cannes Lions advertising events, as well as across Los Angeles this summer.

A win for the creator economy at large

Khare, who has 5 million YouTube subscribers, told BI she isn't sure whether her series "Challenge Accepted" would have been greenlit in the traditional studio system. The show sees her try out difficult jobs like FBI hostage negotiation and joining the traveling circus. The challenges can be dangerous and the shoots long.

That's why she said an Emmy nomination would mark a win for the creator economy writ large.

"Anytime a creator in the digital landscape does something, it's paving a new way for everybody exterior to the traditional Hollywood system," she said.

YouTube CEO Neal Mohan said in a Hollywood Reporter op-ed that YouTubers deserve Emmys and the Television Academy should consider expanding its categories.

The Emmys "should reflect what viewers are actually watching on their TV screens," he said — a nod to YouTube's growing dominance in the living room.

Many creators "operate as full-fledged studios with writers' rooms, production teams, and genre-defining formats," Angela Courtin, YouTube's VP of marketing for connected TV and creative studio, told BI in a statement. "It is only fitting that their creative achievements be honored alongside Hollywood's most celebrated figures."

In addition to its FYC efforts, YouTube has helped creators get into film festivals, the spokesperson said. Khare had a screening at the Montclair Film Festival last year, and Evans and "Good Mythical Morning" were both at Sundance and SXSW this year.

YouTube's efforts to position its content alongside traditional TV don't stop there. YouTube is also readying a "Shows" feature for its TV app to give episodic content more of a polish. First announced in September and touted at YouTube's Brandcast advertising event, Shows organizes YouTube series into seasons and episodes on dynamic landing pages.

• Connor Franta is suing his Heard Well business partners. He says they used the company as a "piggy bank."
• Franta accuses them of embezzlement to the tune of more than $1 million.
• Lawyers for all three defendants denied the allegations to Business Insider.

YouTube star Connor Franta is suing his business partners, alleging in a lawsuit that they embezzled more than $1 million from the company they cofounded in 2015.

In the suit, filed in California Superior Court this week, Franta — a 32-year-old YouTuber with 4.8 million subscribers — is suing his cofounders in Heard Well, a music label that works with influencers. He also names the company's business manager — who is the father of one of the cofounders — as a defendant, accusing him of turning a blind eye to the alleged theft.

The business partners and manager all denied the allegations in statements to Business Insider.

The suit alleges Heard Well cofounder Jeremy Wineberg used an American Express Black Card obtained in the company's name for personal expenses, including international travel, concert tickets, tattoos, groceries, and plastic surgery. The suit says Wineberg "systematically looted the company of essentially every penny," using Heard Well funds to pay the Amex balances.

Another cofounder, Franta's former CAA agent Andrew Graham, also "converted thousands of Heard Well dollars" for personal use, the suit alleges. The suit says Graham was not "the principal bad actor."

CAA is a leading Hollywood talent agency with a digital arm that represents influencers on YouTube, Instagram, and TikTok. The agency works with creators to monetize their followings through brand partnerships, consumer products, and other business ventures. CAA is not named as a defendant in the suit.

Wineberg, and to a lesser extent Graham, used the company's earnings as "a de facto personal piggy bank," the suit alleges.

Meanwhile, Franta, in the lawsuit, said Lindsay Wineberg & Associates — Heard Well's business manager and accountant, led by Jeremy Wineberg's father — acted negligently by turning the other cheek, "and in doing so negligently facilitated the draining of over $1 million of company monies into the personal pockets of Wineberg (and Graham)."

Bryan Sullivan, a lawyer for Jeremy Wineberg and Lindsay Wineberg & Associates, said the allegations aren't true.

"The lawsuit filed by Connor Franta is without merit," Sullivan told Business Insider in a statement. Sullivan said his clients never "engaged in any misconduct."

"We intend to pursue all of our rights and expect to be vindicated in Court," Sullivan said.

John Shenk, a lawyer for Graham, told BI in a statement that his client "denies the allegations of the complaint and looks forward to defending this case in court."

Graham told BI that he no longer represents Franta, nor does CAA.

Franta has been on YouTube for more than a decade and is also the author of the memoir "A Work in Progress." He cofounded Heard Well in 2015, with each of the cofounders contributing $2,000 to capitalize the startup, according to an operating agreement that was filed as part of the lawsuit.

Heard Well published dozens of albums, but Franta "hardly saw a dime of profit directed his way throughout the company's nearly 10-year lifespan," the suit says.

This spring, the suit says, Franta learned Heard Well had fallen behind on royalty payments after a YouTube video accused the company of scamming.

Heard Well's Instagram account was active as of Thursday, though Franta said in the suit that he's been blocked from the company's social media accounts.

"Acting with integrity and respect in all my professional endeavors — especially with fellow creators — has always been a top priority for me," Franta told BI in a statement.

He said that while the matter had only recently come to his attention, he'd taken action this week "to protect the company and to facilitate its pursuit of all necessary and appropriate legal remedies."