Malaysian startup Rocketfuel Entertainmentis launching into the influencer-marketing space with a roster of 125 stars drawn from traditional media – TV, film and music – as well as online platforms like YouTube.

The company is a spin-off from media firm Astro Malaysia Holdings, and will include entertainment, music and digital-content divisions.

According to Digital News Asia, actors Lisa Surihani and Aaron Aziz and YouTuber Chaleeda Gilbert are among Rocketfuel's prominent talents, with its early focus being on south east Asia.

"We are a laser-focused entertainment talent house that offers marketers the most influential brand ambassadors with the widest reach on digital platforms and social media," said Rocketfuel VP Murali Marimuthu.

"We are building a regional footprint. Chaleeda is the first regional artist we’ve signed in Southeast Asia, and we are planning to sign more within the region. Our aspiration is to create global stars."

Rocketfuel has already worked with drinks brand Marigold and fitness brand New Balance on campaigns with local influencers.