Connor Franta is officially in the music business!
The 22-year-old YouTube staple has formed music label Heard Well with his manager Andrew Graham of Awesomeness TV’s Big Frame. The pair are joined in the venture by Jeremy Wineberg, who already runs the music company Opus Label.
According to Variety, Heard Well will utilize the mega fan bases of digital stars to promote artists who otherwise would struggle to garner attention.
Franta has already released two compilation albums that do just that. His latest, Common Culture, was released in March and features artists including Sam Sure and LANY.
Franta started vlogging on YouTube in 2010 and quickly became a favorite of the site’s rabid fans.
It’s been a busy few months for the star, who released his New York Times best-selling memoir, A Work in Progress, in April.
Franta will be interviewed on the PEOPLE and Entertainment Weekly stage at next week’s VidCon.