The Rise of Influencer Management: How Agencies and Teams are Shaping the Creator Economy
The Rise of Influencer Agencies: How Managers and Agents are Shaping the Creator Economy
In the ever-evolving landscape of the entertainment world, influencers have become a dominant force, with a growing number of creators building teams of managers and agents to help navigate the complexities of the industry.
Just like traditional Hollywood stars, influencers are enlisting the help of top agencies such as CAA, UTA, and WME to represent them and expand their businesses. These agencies are now working with popular creators from platforms like YouTube, Instagram, and TikTok, including names like Addison Rae and Emma Chamberlain.
But it’s not just the established agencies that are getting in on the action. Newcomer agencies like CFG and One Day Entertainment are also emerging, eager to capitalize on the booming creator economy. These agencies are signing clients with millions of subscribers and are focused on specific criteria, such as representing creators in the lifestyle category or those from diverse backgrounds.
For Annelise Campbell, founder of CFG, diversity was a key factor in starting her agency. “There wasn’t a huge prioritization of diversity in the influencer space, which was a problem for me, especially as a Black woman,” she told Business Insider. “I felt that most brands were not seeing the value of diverse creators and the audiences they serve.”
With the help of a manager or agent, influencers are able to expand their businesses beyond just advertising. Many are now selling consumer products, landing brand partnerships, and even scoring roles in movies and TV shows as the industry matures.
Some influencers have both a talent manager and an agent, with each playing a crucial role in shaping the creator’s brand and business strategy. While a manager focuses on the day-to-day work of crafting the creator’s image, an agent helps them navigate the world of traditional entertainment and secure lucrative opportunities.
As the creator economy continues to grow, Business Insider has compiled a central database of the top power players in the industry and who they represent. With the support of these managers and agents, influencers are poised to take their careers to new heights and solidify their place in the entertainment world.