A two-story building near Hollywood Burbank Airport has become the new headquarters for Smosh Productions, marking a significant step in the expansion of creator-led digital media companies in Burbank. The 32,000-square-foot facility, which the company moved into this spring, replaced a smaller space within the city to better support its growing operations.
Inside the otherwise unassuming beige office building, activities reflected the evolving nature of entertainment production. Hairstylists moved brightly colored wigs between soundstages, a prop artist constructed a prosthetic leg for an upcoming project, and notable YouTube personalities gathered in the lobby preparing for their next scenes. Smosh now employs over 100 people at this location.
This move highlights a broader trend in Burbank, traditionally known for housing legacy studios like Disney, Warner Bros., and Universal Pictures. As traditional film and television production contracts, digital content creators are establishing a stronger presence in the area. Other influencer-led production companies have similarly expanded their operations nearby, signaling a shift in the local entertainment landscape toward digital media.
The growth of companies such as Smosh underscores the increasing significance of online platforms and influencer-driven content in the entertainment industry, contrasting with the longstanding dominance of conventional studios. This evolution in Burbank reflects the global rise of new media formats and the changing demands of audiences and advertisers alike.