Druski is one of Netflix’s biggest creator signings. What can he do with a multi-year deal?

Druski is coming to Netflix. On December 1, the ascendant creator (whose real name is Drew Desbordes) will premiere Collect & Praise, a comedy series that spoofs the culture of megachurches.

Netflix is uniting with Druski at the peak of his powers (so far)

Since making a name for himself with Instagram Live broadcasts and short-form sketches, Druski has become a bankable star. He has appeared in campaigns alongside traditional celebs, spun podcast gold, and even launched his own agency.

His fame will reach new heights (and new audiences) on November 7. That’s when he will become the first social media creator to host Saturday Night Live.

Druski leveraged his expanding network to make Collect & Praise a reality. The self-funded series, produced through his company 4LIFERS Entertainment, builds on viral sketches he has posted and co-stars veteran comic actor Mike Epps. On the Diary of a CEO podcast, Druski told Steven Bartlett that his show triggered a “bidding war,” with Netflifx coming out on top.

The Netflix deal is a long-term bet on Druski’s star power

As we’ve seen with the streaming platform’s other creator deals, its agreement with Druski will go beyond original content. Netflix will license content from the creator’s back catalog, including his dating show parody Coulda Been Love and his semi-serious label Coulda Been Records.

“I’ve built my platform by creating characters and comedy that resonate with people,” Druski said in a statement. “This partnership with Netflix will give me the resources to build on that comedy foundation and bring my work to a new global audience. It’s a tremendous opportunity for our team at 4LIFERS Entertainment to expand our reach, develop original programming for the masses and take our creativity to new heights.”

A multi-year agreement will give Druski plenty of time to flex his creative muscles. Netflix’s press release promises “future Druski projects” on the platform; those ventures will be announced at a later date.

Is Druski big enough to make Netflix’s creator strategy work?

Netflix certainly hasn’t been shy about signing creators. It has inked deals with Mark Rober, Alan Chikin Chow, and several other digital standouts as it looks to encroach on YouTube’s territory.

That spending spree, however, hasn’t been able to abate the negative headlines at Netflix HQ. A big round of layoffs hit last month, and erratic earnings have sent the streamer’s stock price tumbling. Co-CEO Ted Sarandos, normally an optimist about his company’s outlook, has admitted that Netflix “could do better.”

Perhaps Druski’s star power will be the shot in the arm Netflix needs to set itself on an upward course. If, however, Collect & Praise doesn’t pan out as expected, Netflix may be left wondering what coulda been.

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