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Insider is recognizing the most influential talent agents and managers for TikTok creators in 2023. In a rush, he asked a friend for talent manager recommendations; Prasuna Cheruku was the answer he got. Talent agents and managers play a critical role in helping creators turn social-media success into sustainable careers in entertainment. For the fourth year, Insider is recognizing the most influential managers and agents who are helping TikTokers build their careers. Here are the 20 most influential TikTok talent-management firms and agencies in North America, listed in alphabetical order:

Persons: Drew, Jeeezy, Jackson, Lil Uzi, Prasuna Cheruku, Cheruku, she's, that's, Danielle Pistotnik, TikTok, Brendan Nahmias, they've, Alix Earle, Mylen Yamamoto Tansingco's, Kensington Organizations: Puma, Talent, WGA, SAG, Management, Hollywood, CAA, United Talent Agency Locations: Jackson, North America

☆ 7 creator startups that had the biggest VidCon presences, wooing attendees with parties, swag, and more
▼ + stars: | 2023-06-29 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +1 min

These startups set up events and parties as a way to further establish their presence in the space. Gaming giant Roblox and course platform Thinkific hosted invite-only dinners and parties. Beyond the convention center panels and meet-ups, startups made waves with creators at nearby restaurants, hotels, and bars where brands, agencies, and startups hosted invite-only mixers and parties. The main theme of VidCon 2023 was learning how to become a successful creator, and startups capitalized by showing up in creative ways. Here were seven top creator startups with the largest presences at this year's VidCon:

Persons: Whalar, VidCon, Jellysmack Organizations: Gaming, Talent, Viral, Hyatt Regency, YouTube Locations: Anaheim , CA

☆ 7 top creator startups that made a big splash at VidCon, wooing attendees with exclusive parties, swag, and more
▼ + stars: | 2023-06-28 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +1 min

Persons: Whalar, VidCon, Jellysmack Organizations: Gaming, Talent, Viral, Hyatt Regency, YouTube Locations: Anaheim , CA

☆ Snapchat just launched 'Creator Collab,' a new marketplace for top influencers to work with brands. Here's how it works.
▼ + stars: | 2023-05-03 | by ( Shriya Bhattacharya | ) www.businessinsider.com time to read: +2 min

Snapchat has introduced Collab Studio to help top influencers on the platform connect with brands. Snap is offering a new way for influencers to connect with brands to create sponsored content. Snapchat has become a creator favorite lately — its parent company Snap boasts of over 750 million monthly users on the app, most of whom open it almost 40 times a day. Snap's new Collab Studio offers brands the ability to work with four initial partners — Whalar, Beeline by Brat TV, Influential, and Studio71 — to produce video content. With thousands of creators on the platform, Collab Studio also helps companies identify the best talent for their campaigns, execute contracts, and track deliverables.

☆ Instagram's creator marketplace could see an influx of brand deal opportunities as it opens up to 3rd-party platforms and agencies
▼ + stars: | 2023-04-11 | by ( Sydney Bradley | ) www.businessinsider.com time to read: +2 min

Instagram is now onboarding third-party influencer-marketing platforms and agencies. Despite being less than a year old, Instagram's test of a creator marketplace has already had its share of ups and downs. That means Instagram's creator marketplace could potentially see an increase in brands and paid opportunities for influencers in the coming weeks. Agencies will be able to communicate with creators directly via Meta's Creator Marketplace. InstagramTikTok's creator marketplace made a nearly identical move in 2021 when it brought on "alpha partners" such as Influential, Whalar, and Captiv8.

☆ Why Instagram's 'Creator Marketplace' has left many influencers twiddling their thumbs instead of scoring brand deals
▼ + stars: | 2023-04-03 | by ( Sydney Bradley | Marta Biino | ) www.businessinsider.com time to read: +9 min

"I was so excited when the creator marketplace was rolled out," content creator Melanie Demi told Insider. "Over the last couple of months, I feel like the creator marketplace has died down a little bit," Demi said. "Even on the TikTok creator marketplace, it's the same," said Joseph Arujo, who has access to the feature on both platforms. On TikTok's marketplace, creators can add their starting rates for brand deals or negotiate terms. TikTok's creator marketplace, for example, brought on "alpha partners" in 2021 such as Influential, Whalar, and Captiv8.

☆ I'm the first 'chief creator officer' at my company. Here's why I think more C-suite roles should focus on influencers and brands.
▼ + stars: | 2023-01-30 | by ( Shriya Bhattacharya | ) www.businessinsider.com time to read: +5 min

She's now the company's first global chief creator officer, leading a team of 30 professionals. This as-told-to essay is based on a conversation with Ashley Rudder, Whalar's global chief creator officer. Now, I'm the company's first-ever global chief creator officer, a position I started in December after bringing some of my ideas to upper management. I'm responsible for all global creator sourcing, identification, and execution, including negotiations, contracts, and creative consultation on all creator-led campaigns. I hope we'll see many more chief creator officers in the future.

☆ I'm Whalar's first global chief creator officer, a new position focused on influencers and brands. Here's why I think more companies should add this role.
▼ + stars: | 2023-01-25 | by ( Shriya Bhattacharya | ) www.businessinsider.com time to read: +5 min

☆ Creator economy experts say 2023 will be a buyer's market for M&A. Here are 5 themes to watch, from tech buyers like Shopify to startup consolidation
▼ + stars: | 2022-12-30 | by ( Marta Biino | Sydney Bradley | ) www.businessinsider.com time to read: +12 min

"As a result, institutional acquirers, like PE firms who still have dry powder to spend, will start snatching up mid-to-large sized creator startups at much more advantageous prices." Insider spoke with creator-economy and market experts about what deals and the broader M&A landscape in 2023 may look like. "They're going to see that the creator economy exists as a direct failure of them to support creators," Gestetner said. "But if an opportunity arises for us to significantly enhance our capabilities to make us a better business powering the creator economy, we'll consider it." Startups can expect consolidation in saturated marketsThe crowded niches within the creator economy startup sphere could also face a wave of consolidation.

☆ It's just the beginning of M&A in the creator economy. Industry experts predict 2023's top trends, and the buyers and sellers to watch.
▼ + stars: | 2022-12-19 | by ( Marta Biino | Sydney Bradley | ) www.businessinsider.com time to read: +12 min

"As a result, institutional acquirers, like PE firms who still have dry powder to spend, will start snatching up mid-to-large sized creator startups at much more advantageous prices." "They're going to see that the creator economy exists as a direct failure of them to support creators," Gestetner said. "But if an opportunity arises for us to significantly enhance our capabilities to make us a better business powering the creator economy, we'll consider it." Startups can expect consolidation in saturated marketsThe crowded niches within the creator economy startup sphere could also face a wave of consolidation. In the creator economy, companies bet on the fact that YouTube advertising revenue on the videos will increase as the audiences of creators grow and they gain more views.

Insider spoke with 13 influencers about how they price their rates for sponsored content on the app. As demand for TikTok creators has spiked, rates for sponsored content have also risen. "It's important to note that engagement with creators is growing, not slowing down," Rob Horler, CEO of influencer-marketing firm Whalar, told Insider. "It's something that I always wanted to pursue; I just never had the courage to do it," Baiden told Insider. The TikTok creators are listed in order by current follower count.

Some influencers have built full-time careers on TikTok by working with brands on ad campaigns. Insider spoke with 11 influencers about how they price their rates for sponsored content on the app. This is the latest installment of Insider's TikTok money logs, where creators break down how much they earn. As demand for TikTok creators has spiked, rates for sponsored content have also risen. The TikTok creators are listed in order by current follower count.

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