Existing investors also participated — a list that includes Greylock Partners, Amazon, High Peaks Ventures and Chinese social media/web portal Tencent.

Also read: Viacom to sell ads on WhoSay, TwitPic to the stars

The new funding brings WhoSay’s total venture capital investment to $19.3 million. The company was quietly founded in 2010 by the incubation arm of Hollywood talent representation powerhouse Creative Artists Agency.

WhoSay allows Hollywood celebrities like Sophia Vergara and Eva Longoria to manage their photos, videos and other collateral as it gets passed around large social media platforms like Facebook, Twitter, Tumblr, YouTube and Tencent, as well as traditional media services like Associated Press.

Corporations and institutions like collegiate athletic departments use the service, too.

The company said it’ll use the capital for continued U.S. and international expansion.

“We see the ability for WhoSay members to connect directly with fans through social media as an important trend that will positively impact traditional media careers and will ultimately allow them to participate in the value they help create for online businesses as well,” said Sam Landman, partner at Comcast Venture, in a statement.

Added said Steve Ellis, CEO for WhoSay Inc.: “Comcast Ventures is a partner with deep media experience and a great track record of success. They are a perfect complement to our existing team of incredible investors and they add a vast knowledge of the marketplace in both mainstream and digital media.”