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This story is available exclusively to Business Insider subscribers. Traditional agencies that work with top Hollywood talent — like blue-chip firms CAA, UTA, and WME — have started representing YouTube, Instagram, and TikTok stars, working with popular creators from Addison Rae to Emma Chamberlain. Some management firms and agencies are focused on specific criteria, like creators in the lifestyle category or those from diverse backgrounds. "There wasn't a huge prioritization of diversity in the influencer space, which was a problem for me, especially as a Black woman," CFG founder Annelise Campbell told Business Insider. "I felt that most brands were not seeing the value of diverse creators and the audiences they serve.
Persons: WME —, Addison Rae, Emma Chamberlain, Annelise Campbell, Shayanne Gal Organizations: Business, Hollywood, CAA, UTA, YouTube, Entertainment
As the influencer industry continues to grow, so does the demand for talent managers and agents. Managers and agents help creators make money and choose which business opportunities to pursue. Like traditional stars, creators have built up teams with managers and agents to help them expand and run their businesses, and those supporting players have raced to sign the next generation of stars. "I felt that most brands were not seeing the value of diverse creators and the audiences they serve. Some influencers have both a talent manager and an agent.
In 2019, I was an assistant at a major Hollywood talent agency, ICM, for eight months. I'd pretty much always wanted to work in the entertainment industry as a screenwriter — I wanted to tell diverse stories. We all had the same plan: Do a year or two, make some connections, and then leave to one of the coveted creative jobs that only former Hollywood agent assistants have access to. This Hollywood assistant lifestyle just isn't conducive to any of that. If you work in Hollywood and would like to share your story, email Eboni Boykin-Patterson at eboykinpatterson@insider.com.
As the influencer industry continues to grow, so does the demand for talent managers and agents. Managers and agents help creators make money and choose which business opportunities to pursue. Like traditional stars, creators have built up teams with managers and agents to help them expand and run their businesses, and those supporting players have raced to sign the next generation of stars. "I felt that most brands were not seeing the value of diverse creators and the audiences they serve. Some influencers have both a talent manager and an agent.
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