YouTube has launched a new program to make ‘the mountain come to Mahomet’ faster—one of the biggest online video-sharing services is offering cash to people who can make appealing clips and attract yet more visitors to the website. The Google-owned online community will spend $5 million during Partner Grants Program on big and small (ranging from a few hundred to a few hundred thousand dollars) donations to emerging creators.

Now, the online destination is one of the most popular sites in its area, but since there is no limits for perfection, YouTube wants more—in particular, to overcome its rival Hulu.com, which has more high-quality and professionally produced video than the red label. The ultimate goal is to attract more viewers and brands, which will want to invite the creators to develop their commercials (the new ones are more likely to be uploaded to YouTube as well). According to Brand Stone’s post in his The New York Times blog, the commitment was announced last Friday at the three-day Vidcon conference, “a gathering of people who love online video,” in Los Angeles.

You don’t need to write any letters or fill in forms (at least, in the beginning)—YouTube will find you. The representatives of the website identify the eligible partners by analysing the video views, subscribers, growth rate, audience engagement, etc., contact these creators and invite them to submit a Grant proposal. It should include projected performance, distribution plan, marketing plan, cost requirements and appeal to advertisers. If YouTube likes the proposal, you are granted money for your new project.

“Ultimately the game has changed and people are throwing the rules out the window. Folks who 10 years ago couldn’t even get their content shared to friends across the street are now connecting with audiences around the world. We see that not only as a cute thing, where someone has a viral hit, we see these people as the next content creators, the next brand in original programming. It’s where our roots have always been and we are doubling down on that type of programming,” stated George Strompolos, the partner development manager at YouTube.