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Aéropostale, Inc Message Board

  • beep_alert beep_alert Aug 8, 2014 5:29 PM Flag

    Mota Phenomenon Picks Up Speed. Fast Company Cover Story

    Bethany mota inc.

    Date she joined YouTube: June 8, 2009
    Content: Do-it-yourself hair, makeup, outfit, and crafts tips featuring products Mota loves
    Subscribers and views: 6,464,964 and 484,050,634 (as of June 30, 2014)
    Popularity: Mota's channel ranks No. 49 across all of YouTube and is No. 3 in How-To & Style.
    Ad revenue: According to experts, between $500,000 and $750,000 annually from her share of the ads that run against her videos
    Outside revenue: Mota designs collections for teen retailer Aéropostale.
    "Oh, this is from my line," Bethany Mota says, delicately touching the floral minidress that she's wearing one warm day in June. Her clothing and accessories collection with the youth fashion retailer Aéropostale is one of the ways Mota has leveraged her fame on YouTube, where her weekly videos featuring whatever makeup and clothing she's wearing ("What I've Been Loving!") have attracted almost 6.5 million subscribers and nearly 500 million views.

    At 18, Mota is a YouTube veteran. She began uploading videos when she was 13 and "kind of bored." She adds: "I was also being bullied at the time, so I kind of didn't really want to do anything. I just wanted to stay inside."

    In person, Mota, who hails from Pleasanton, California, is a cute and cheery girl. But put her in front of the camera or an audience, and she's a star with a rare gift for forging a kinetic connection with fans. Suddenly, her smile seems a mile wide and her bubbly energy becomes contagious. "Teens want to relate, engage, and connect to what is real, and Bethany projects that," says Emilia Fabricant, EVP of Aéropostale Brands, explaining why she signed Mota.

2.40+0.11(+4.80%)Dec 19 4:00 PMEST

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