Creators on TikTok are surging in the influencer space, having captured the attention of Gen Zers worldwide, and now looking to build lucrative businesses around their massive audiences. "I think TikTok is super interesting," Jad Dayeh, a partner and the cohead of digital at WME, told Business Insider in a wide-ranging interview. Since the rise of digital media, WME has developed a department for influencers who are popular on platforms like YouTube, Instagram, and now TikTok. Dayeh said WME spent a lot of time last year negotiating these "multimillion-dollar multiyear deals" for the gamers the company represents. WME also focused on securing partnerships between digital talent and major brands.

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