Select Management Group – which specializes in managing online stars on YouTube, Twitter and Instagram – has added online-video veteran Adam Wescott as a partner and launched SelectNext, an entertainment-production unit focused on its stable of talent. The company also has announced branded partnership deals for some of its best-known talent: Gigi Gorgeous, MyLifeAsEva and TessChristine.

Select Management GroupWescott has spent more than a decade as an executive working in online video, including stints with E! Entertainment and EQAL Media Networks, as well as launching a Google-funded YouTube Original channel, u look haute, in 2012 focused on health and beauty. Wescott created the channel on behalf of Deadline’s parent company, PMC. Wescott also has been a dealmaker and strategy consultant for clients such as Bethenny Frankel, Lauren Conrad and Refinery29.

“We see a need for a truly independent management company to support digital talent and help them achieve career longevity,” says Select founder Scott Fisher. “Beyond management, SelectNext celebrates the entrepreneurial spirit of our talent and the digital landscape.”

Select is one of very few management companies focused on online stars, and not affiliated with a big YouTube multichannel network or, increasingly now, major movie studios and networks.

With SelectNext, Wescott and Fisher will develop standalone entertainment projects on behalf of their stable of online stars, which include YouTube stars Gigi Gorgeous, MyLifeAsEva, and Tess Christine. Collectively, they have 6.4 million subscribers on YouTube.

Under the latest deals also announced today, Gigi Gorgeous will be a brand spokesman for Too Faced’s Lipstick Mafia, while both Eva and TessChristine will host branded entertainment series for Vevo, the huge music network backed by YouTube and major record labels. Eva also stars in another branded series, #BeYouTV, for skincare company Proactiv+

“Scott recognized the power of talent from the beginning. His decision to manage individuals rather than a network of talent is truly innovative,” says Wescott. “I look forward to expanding the management offering and building original business under the Select umbrella.”