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YouTube is pretty serious about establishing itself beyond its primary business of homing user-generated content in a bid to offer more to the advertisers. But reports today state that it’s focusing more on user-generated videos, with eyes set at premium video content. The leading video site is signing a deal with William Morris Agency that has in its armory the likes of Russell Crowe, Michael Bay and Denzel Washington. The idea behind such a deal is to make YouTube play a significant role for the talent agency and become a destination for content from Hollywood. Where will they get the money to pay these artists given that YouTube hasn’t been successful at monetizing its success?