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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