Digital celebrities become influential through the microcelebrity’s performative practices, a form of self-branding associated with the idea of authenticity and individuality. YouTubers, creators who publish videos on the YouTube platform, integrate these practices into their content and gain notoriety. However, the media framing of YouTubers by traditional media tends to marginalize them. Thus, few careers start on YouTube and successfully transition to mainstream media. Exceptions in Portugal are the case of Conguito and Yolanda Tati who successfully in transitioned from being YouTubers to achieving mainstream celebrity notoriety, using morning radio shows as a gateway. This work intends to understand how the morning radios shows are able to the absorb talent from YouTube and its personas and performative practices. Thus, becoming a possible viable way to transform YouTubers, digital celebrities, into mainstream celebrities, in a time of media convergence.
