YouTube is launching a dedicated portal to connect YouTube stars with brand marketers and agencies hoping to tap into the viral nature of the online video site.

The Video Creation Marketplace will allow content creators to set up profiles highlighting what they do and any past successes they have had in making videos go viral or videos with high view rates. They will also be able to state the demographics or types of brands they think they are best suited to produce videos for.

Brand marketers will be able to search for these content creators using filters including content type, target demographics and age groups in order to pick an appropriate partner to help them with their ad campaign.

The terms and conditions of  any deals between brand marketers and YouTube personalities will then be negotiated without the Google-owned YouTube’s intervention.

The marketplace was announced at Vidcon 2012 in California during a keynote presentation by YouTube vice-president of product management Shishir Mehrota. Talks with potential content partners have already started and the portal is expected to launch officially later this summer.

In 2007, YouTube began partnering with video producers to share ad revenue generated by pre-roll ads, reels and instream ads. The YouTube partner program currently has more than a million content creators around the world.

“We pay out millions of dollars to partners each year. Thousands of channels are generating six figures a year,” says YouTube group product manager Baljeet Singh.