Jimmy Donaldson, known as “MrBeast” on YouTube, today unveiled a new company called Creative Juice focused on providing equity-based financing for YouTube creators, including valuing and investing in YouTube channels.

Creative Juice initially will focus on valuing and buying minority stakes in YouTube channels and supporting creators with mentorship. It’s part of a growing trend toward platforms aimed at meeting the financing needs of the creator economy by offering investors the chance to buy into creators’ future earnings in various forms. Donaldson is investing $2 million in a fund to invest in YouTube channels. He, and co-founders Ezra Cooperstein (his business manager) and Sima Gandhi (former Plaid executive) are building the Creative Juice platform [Mr. Cooperstein later clarified that Mr. Beast is just an advisor to the company, and that the $2 million of funding Mr. Beast discussed in the interview as 'investing' would be coming directly from Creative Juice investors not Mr. Beast himself].