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Many influencers seek out talent managers to help them grow their brands and make more money. Business Insider is seeking nominations for rising stars in influencer talent management. download the app Email address Sign up By clicking “Sign Up”, you accept our Terms of Service and Privacy Policy . AdvertisementSome talent managers have recently come into the spotlight in the past few years, representing some of the most sought-after influencers or helping their clients execute particularly successful partnerships. BI is seeking nominations for this year's rising stars in talent management.

Persons: —, Brittany Bright Organizations: Business, Service, YouTube, Influencer League

☆ Move over Coachella, there's a new festival wooing influencers in town
▼ + stars: | 2024-04-30 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +4 min

Lifestyle influencer Jacqlyn Burnett was more excited this year to attend the country music festival Stagecoach for the first time than to go to Coachella. Stagecoach, the annual country music festival held this past weekend in Southern California, is rivaling the Coachella Valley Music and Arts Festival as the new favorite among brands and social-media influencers. From the growing interest in country music to fashion, influencers and brands flocked to Stagecoach this year. Some influencers, including Paige Lorenze, Maggie and Emma Macdonald, Estelle Lebourgeois, Chloe Trujillo, and Alyssa Lynch, even skipped Coachella for Stagecoach. Béis, the luggage brand, invited influencers to Stagecoach instead of Coachella, offering themed activities and special access to the festival.

Persons: Jacqlyn Burnett, Beauty, Béis, influencers, Dominick Paielli, he's, Paielli, Paige Lorenze, Maggie, Emma Macdonald, Estelle Lebourgeois, Chloe Trujillo, Alyssa Lynch, Lynch, Liz Flora, Alix Earle, I've, Ali Grant, Stagecoach Mackenzie Gaston, Brynn Wade, Luke Scornavacco, Liz Money Organizations: Stagecoach, Valley Music, Arts Festival, Business, Clementine, Coachella, Tarte, Béis Brands, Stagecoach Mackenzie, 1AM Management Locations: Southern California, Coachella

For the fifth year, Business Insider is highlighting the leading PR pros in the creator economy. These professionals help their clients manage media appearances and image. The publicists work with top influencers across TikTok, YouTube, and Instagram. Bailey is a publicist with Align Public Relations, a firm founded by Nicole Perez-Krueger, who's built most of the business on digital-first talent. This story is available exclusively to Business Insider subscribers.

Persons: Alex Cooper, Cooper, Cait Bailey —, Alix Earle, Remi Bader, Bailey, Nicole Perez, Krueger, who's, Perez Organizations: Business, YouTube, Vogue, Public, The New York Times Locations: TikTok, The

☆ Influencer-marketing startup Grin has laid off staffers in a new round of cuts
▼ + stars: | 2024-04-25 | by ( Amanda Perelli | Sydney Bradley | ) www.businessinsider.com time to read: +2 min

The influencer-marketing platform Grin has laid off "many" staffers — in the company's third round of layoffs in recent months — a spokesperson confirmed to Business Insider. As the company grew, "a distance also grew" between the platform and its customers, the Grin spokesperson said in a statement. First, in November 2022, the company laid off 60 staffers, mostly in Grin's sales department, the company confirmed to BI at the time. Then, in March 2023, the company laid off several staffers across multiple departments, sources close to the company told Business Insider. The impacted staffers in this latest round of cuts will receive a three-month severance package and extended healthcare benefits, the Grin spokesperson said.

Persons: —, Grin, Brandon Brown Organizations: Business, Red, BI Locations: France

☆ Amazon dominates influencer-driven purchases, new data shows. Here are 5 other key takeaways about social shopping.
▼ + stars: | 2024-04-18 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +1 min

Influencer-marketing firm Izea published a new report on US consumer-purchasing behavior. Of social-media users who bought a product promoted by an influencer, 94% said they'd done so on Amazon. Below are five other takeaways from the report, including what influences purchases. NEW LOOK Sign up to get the inside scoop on today’s biggest stories in markets, tech, and business — delivered daily. download the app Email address Sign up By clicking “Sign Up”, you accept our Terms of Service and Privacy Policy .

Persons: Izea, —, influencers, they'd Organizations: Service, YouTube, Business

☆ A YouTube Shopping exec explains its plan to beat rivals in affiliate marketing and the biggest challenges it faces
▼ + stars: | 2024-04-12 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +5 min

YouTube, which launched its YouTube Shopping affiliate program in 2021, has so far struggled to gain meaningful adoption, as Business Insider previously reported. Bridget Dolan, managing director of YouTube Shopping partnerships, told BI the platform's greatest advantage is its user experience and the resources it can offer creators. YouTube also has dedicated partner managers who communicate with shopping creators weekly to troubleshoot, share best practices, and plan in-person and virtual events, Dolan said. Her team of YouTube Shopping partner managers helps creators with everything from which products and brands to link to what products are selling well to trending product search terms. "YouTube Shopping is the idea that creators are talking about the products that they love and tagging them," Dolan said.

Persons: Bridget Dolan, Dolan, It's Organizations: YouTube, Business, YouTube's Brand

☆ A startup is using AI to place products within YouTube and TikTok videos, creating a new type of ad for brands and creators
▼ + stars: | 2024-04-09 | by ( Amanda Perelli | Lauren Johnson | ) www.businessinsider.com time to read: +6 min

Read previewIn an October YouTube video, lifestyle creator Shelby Church talks about quitting Airbnb. This new ad structure that's being incorporated into YouTube and TikTok videos could help generate passive revenue for creators. That's similar to the model for Google's AdSense program for the standard ads that air during a YouTube video. In creator videos, product placement has mainly appeared in the background of show-like setups, like video podcasts. Rembrand's AI tool creates and places the adRembrand aims to use AI to make product placement easier for brands and creators.

Persons: —, Shelby, seltzer, doesn't, Cory Treffiletti, Rembrand, Charles Schwab, Garnier, Treffiletti, We've, We're, we're Organizations: Service, Shelby Church, YouTube, Business, Bubly, UTA Ventures, United Talent Agency, Adobe Locations: Airbnb, Greycroft

☆ Seeking nominations for top PR pros working with social-media influencers in 2024
▼ + stars: | 2024-04-02 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +1 min

Business Insider is highlighting the top PR agents for social-media stars. We want to know: who are the top PR pros in the influencer industry? AdvertisementThanks to the help of her team, TikTok star Alix Earle has attended exclusive events and graced magazines like Cosmopolitan, Nylon, and Elle. She works with the agency Align PR, which also represents celebrities and influencers like podcasters Cody Ko and Noel Miller, TikTok star Remi Bader, and creator Davis Burleson. This story is available exclusively to Business Insider subscribers.

Persons: —, TikTok, Alix Earle, Elle, Earle, Cody Ko, Noel Miller, Remi Bader, Davis Burleson Organizations: Service, Business

☆ YouTube wants to become the next go-to shopping platform. But can it convince creators to jump on board?
▼ + stars: | 2024-03-30 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +6 min

AdvertisementFive talent managers working with YouTube creators told BI their clients have yet to use YouTube's affiliate program or that they weren't familiar with the program. Some creators, like Kristen McGowan, have started using YouTube's affiliate program alongside other tools. She hasn't used YouTube's affiliate tools yet because she's concerned about tying all her revenue to a single platform, she said. AdvertisementOne other creator told BI they'd love to use YouTube's affiliate program, but they weren't eligible. She said she hopes YouTube will eventually lower the requirements for the affiliate program so that smaller creators can join.

Persons: —, it's, influencer Kelly Anne Smith, Kristen McGowan, McGowan, Amanda Golka, wouldn't, Gigi Robinson Organizations: Service, YouTube, Business, Amazon, CitiBank, BI, Adidas, Samsung, Walmart, Entertainment, Partner Locations: VidIQ

Nine former staffers are suing the social-media management company Unruly Agency. The lawsuits contain allegations of wrongful termination and unjust imprisonment. Unruly's lawyer said the claims "have been meticulously reviewed and found to be without merit." AdvertisementA company that manages OnlyFans accounts for top influencers, including Tana Mongeau and Abby Rao, has been hit with nine lawsuits from former staffers this year. The lawsuits against Unruly Agency include allegations of wrongful termination, retaliation, and unjust imprisonment.

Persons: —, Tana Mongeau, Abby Rao Organizations: Service, Business

☆ 4 ways the creator-economy startup LTK is building a remote-first workplace
▼ + stars: | 2024-03-21 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +4 min

download the app Email address Sign up By clicking “Sign Up”, you accept our Terms of Service and Privacy Policy . Patricia Gonzales, the chief people officer at the creator-economy startup LTK, told Business Insider about how the company has operated since pivoting mainly to remote work and how it's shifted to accommodate employees and hires. Gonzales shared four key takeaways from LTK's remote-first work culture. "And so we have made the decision to be a remote-first company." Gonzales said the idea is to make sure individual goals are clear and aligned with company goals, adding that leaders revisit their goals monthly or quarterly.

Persons: Patricia Gonzales, —, it's, LTK —, Gonzales, LTK, Slack Organizations: Service, Star Locations: Dallas, SoftBank, LTK

When it comes to newer consumer-social startups, the environment they're entering is turbulent — investor checks have dwindled, users are facing subscription burnout, and successful advertising models require massive scale. AdvertisementSo how are the emerging, buzzy social startups approaching monetization in 2024? "There's really only two monetization business models for consumer products," said Tiffany "TZ" Zhong, founder of new social platform NoSpace and early-stage VC firm Pineapple Capital. 3 ways new social-networking startups are approaching monetizationWhile some newer social startups are already monetizing their product, many are still pre-revenue and experimenting with different models to see which will make sense for their product and audience. And Verse CEO Bobby Pinckney told BI that the social platform, centered around music, plans to add a premium subscription that will unlock advanced AI tools, analytics, and templates.

Persons: —, there's, Eric Wittman, Tiffany, Zhong, VCs, Bianca Ambrosini, Ambrosini, Marlon Nichols, Nichols, Emma Bates, Andrew Kahn, Danial Hashemi, Alexandra Debow, Bobby Pinckney Organizations: Service, Meta, Business, Pineapple, Mac Venture Capital, Twitter, Crush Ventures, Crush, BI Locations: Berlin

☆ An exec behind YouTube's new CapCut competitor shares how she got her job and what's next for the editing app
▼ + stars: | 2024-03-04 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +4 min

It turned out her former student was the product director for a new app YouTube was building, and they were looking for a design lead. De la Paz landed the job in 2022. She helped launch in September the mobile-editing app called YouTube Create in a beta version for Android users. De la Paz said her team aims to speak directly to YouTube creators at least once a month for app feedback. AdvertisementThere's a higher expectation from these editing apps now, de la Paz said, because every creator has used an editing app on their phone in some capacity.

Persons: —, De la Paz, de la Paz, la Paz, De la Organizations: Service, Stanford University, Cielo de la, YouTube, LinkedIn, Android, Business, De la Paz Locations: Cielo de, TikTok, Australia, Brazil

☆ TikTok's feud with Universal has music marketers shifting campaigns to Instagram reels while some see an opportunity to plug other artists
▼ + stars: | 2024-02-13 | by ( Dan Whateley | Amanda Perelli | ) www.businessinsider.com time to read: +4 min

But for music marketers tasked with helping artists and new releases go viral on social media, the show must go on. Others are encouraging creators and performers to use unofficial, user-uploaded versions of UMG artists' songs in TikTok videos. Other marketers have similarly shifted promotional efforts from TikTok to reels for UMG songs. Still, even without UMG artists' songs, TikTok remains a critical part of the song-marketing playbook, music marketers told BI. Some marketers are asking creators to swap in these unofficial tracks into muted videos to promote the UMG artists, several of the music marketers said.

Persons: TikTok, Olivia Rodrigo, Taylor Swift, they've, Simon Friend, Timothy Collins, Benjamin Ingrosso's, Benjamin, Collins, Friend Organizations: Universal Music, Business, Round, BI, Creed Media, Universal Music Group, TikTok

☆ Jellysmack president Sean Atkins is leaving the creator startup following recent layoffs
▼ + stars: | 2024-02-10 | by ( Amanda Perelli | Dan Whateley | ) www.businessinsider.com time to read: 1 min

Jellysmack president Sean Atkins is leaving the creator-monetization upstart. Atkins was announced as president in September 2021 after serving as an advisor. Media executive Sean Atkins is out as president of creator startup Jellysmack, the company confirmed to Business Insider. His last day at the company is set for next Friday, a company spokesperson told Business Insider in an emailed statement. This story is available exclusively to Business Insider subscribers.

Persons: Sean Atkins, Atkins, Jellysmack, Stefanie Schwartz Organizations: Media, Business, Jellysmack Entertainment

☆ I quit my job at 30 to make comedy skits on YouTube. 2 years later, I have millions of followers and worked with Disney.
▼ + stars: | 2024-02-08 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +7 min

Read previewThis as-told-to essay is based on a conversation with Corey Tonge, a 32-year-old content creator who makes comedy skit videos for YouTube and TikTok. I've always been a gamer, but I never thought I could build a following by making skits about video games. But I transitioned to YouTube quickly because, for me and most creators, YouTube is the golden platform of sustainability. After I work with a brand, I'll add the people I worked with on LinkedIn. Aside from Disney, I've now worked with Amazon Prime, Netflix, and PlayStation on paid deals, and every single person that I've worked with or pretty much spoken to I've later added on LinkedIn.

Persons: —, Corey Tonge, I've, Guy, I'd, It's Organizations: Service, YouTube, Business, Disney, Apple, LinkedIn, Amazon Prime, Netflix, PlayStation Locations: TikTok

☆ Creator+ is looking to sell parts of its business as it winds down after raising $12 million to make movies starring influencers
▼ + stars: | 2024-02-06 | by ( Dan Whateley | Amanda Perelli | ) www.businessinsider.com time to read: +3 min

The company began winding down operations at the end of last year, a source familiar with the matter told BI. This story is available exclusively to Business Insider subscribers. Creator+'s business launched in 2021 and aimed to produce six feature films that year that would begin airing in 2022, cofounder Jonathan Shambroom previously told BI. "The company reviewed acquisition offers for various aspects of its business — completed films, films in development, technology, brand IP, etc. Investors and industry professionals told BI that creators are better served as a vehicle to launch a separate business in areas like e-commerce rather than as a product or customer on their own.

Persons: Benjamin Grubbs, Jonathan Shambroom, TikTokers Griffin Johnson, Noah Beck, YouTubers, Jason Kilar's, Shambroom, Grubbs, Jane, —, It's, Rex Woodbury, they're Organizations: Business, Hulu, Netflix, . Entertainment, Amp Studios, BI, VC Locations: TikTokers, influencers

The pay data includes salaries ranging from a data scientist position that offers $170,000 per year at Discord to a staff engineer role that earns $250,000 or more at Patreon. AdvertisementHere are the annual salaries for a job at FaZe Clan:Legal Counsel: $142,273 median starting range; from $133,308 to $194,437FaZe Clan did not respond to BI's request for comment. At LTK, a senior software engineer would make $130,000Courtesy of LTKLTK, formerly known as RewardStyle, is an affiliate-marketing and social-commerce platform used by influencers across Instagram, YouTube, and TikTok. At Teachable, a level II senior software engineer would make $190,000Teachable is a platform where creators can build and sell online courses and coaching programs. Here are annual salary ranges for several jobs at Teachable:Data Analyst : $69,826 to $85,000: $69,826 to $85,000 Senior Software Engineer : $160,000 to $180,000: $160,000 to $180,000 Senior Software Engineer - Core : $150,000 to $170,000: $150,000 to $170,000 Senior Software Engineer II : $190,000: $190,000 Software Engineer: $125,000 to $135,000Teachable did not respond to BI's request for comment.

Persons: upstarts, we're, Justin Kenna, they've, ByteDance, Teachable, Konstantin Savusia, James Nord, Brandon Brown, Ryan Brown, Brian Mechem, Warby Parker, Grin, Amanda Perelli, Anthony, Alex Zaccaria, Nick Humphreys, Linktree's, Amber Venz, Baxter, Read, Sydney Bradley, economy's, Patreon, Chris Best, Jason Henry Substack Organizations: YouTube, Business, FaZe, Safety, Software, Security, Enterprise Security, FaZe Clan, Fohr, Inc, Grin Technologies, Facebook, Keli Network Inc, Business Affairs, Jellysmack, Linktree, Ops, RewardStyle Inc, Networks, Mighty Networks, Mighty Software, Engineering, Sydney, Sydney Bradley One, BI, Staff, Social, Data Engineering, Trust, Quality Assurance, Hotmart, & $ Locations: California, New York, Texas, FaZe, Fohr, Jellysmack, Karat, Linktree, LTK, Instagram, Dallas , Texas, Teachable

☆ How the creators of AI influencers are making money and building their audiences, from private groups on Discord to adult content
▼ + stars: | 2024-02-02 | by ( Marta Biino | Amanda Perelli | ) www.businessinsider.com time to read: +6 min

Aika's creator, for instance, founded an AI community on Discord, "Generative Dreamers," which counts over 100 popular AI content creators. "Currently this is the only viable way to make money from AI images," the creator of Iskira said of adult content. The server members said the mutual support they'd found had been pivotal in continuing to pursue AI content. And while monetization has been off to a slow start, AI creators said they're here to stay — and several of them hope to eventually move away from adult content. "I think 2023 was a big year for people to wrap their heads around what is AI," said the creator of AI influencer Zoe Fox.

Persons: doesn't, She's, Alexis Ivyedge, Kim Ochii, we'll, Aika, there's, influencers, they're, Iskira, it's, they'd, Kim Ochii's, monetization, Zoe Fox Organizations: Business Locations: Instagram

☆ Meet the founders of 18 startups disrupting the social-media scene with alternative ways to connect online
▼ + stars: | 2024-02-01 | by ( Amanda Perelli | Sydney Bradley | ) www.businessinsider.com time to read: 1 min

There's a new generation of social networks being built. Meet the founders who are building these innovative social-media apps. Social media just isn't what it used to be. Instagram carries too much pressure, TikTok is filled with shopping ads, and X (formerly Twitter) is … well, do we even have to go there? Part of why social media feels lackluster is because the social networks that were designed to connect us with people have turned their focus to media — often forgetting the "social" piece.

Organizations: Business

☆ A leaked email from YouTube to creators outlines the new rules for joining its exclusive short-form community program
▼ + stars: | 2024-01-24 | by ( Marta Biino | Amanda Perelli | ) www.businessinsider.com time to read: +2 min

Read previewYouTube is introducing stricter rules for joining its exclusive community support program for short-form creators. This month, members of the creator community were notified that the support would get more exclusive, to ensure "the most engaged and interested creators" were being managed, according to an email viewed by Business Insider. The creator asked to remain anonymous to protect their relationship with YouTube, but their identity is known to BI. The decision to make the shorts community more exclusive didn't come as a surprise to many creators, given the increased popularity of the feature. AdvertisementAnd according to data from the creator-marketing platform CreatorIQ, brands increased their influencer-marketing spend on YouTube shorts by 700% in 2023.

Persons: —, Sundar Pichai, we're Organizations: Service, Business, YouTube, Google

☆ Tech startup Jellysmack laid off staffers in the US and France last month. Read the memo its CEO sent to employees about the restructuring, which includes a focus on AI.
▼ + stars: | 2024-01-19 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +7 min

The creator economy startup Jellysmack laid off staffers in the US and France last month, Business Insider has learned. Jellysmack works with creators on distributing their content across platforms like Facebook and Snapchat to earn additional ad revenue, among other initiatives. We have to realign our resources around areas of the business where Jellysmack is seeing the most success. We encourage everyone to support impacted employees by reaching out to your networks to help our colleagues find their next opportunities. Jellysmack Technologies - Led by Robin (interim), this unit will continue to develop self-serve tech solutions that solve the pain points of creators.

Persons: Jellysmack, Snapchat, Michael Philippe, Philippe, Michael Philippe ,, What's, Sean, Axel, , Robin, Michael, Swann Organizations: Business, Facebook, BI, CSE, Works, Our, Jellysmack, Network Media Locations: France, French

As 2024 kicks off, the creator economy is having an identity crisis. "The venture-scale generational companies are, yes, creator companies, but they're also typically fitting into another bucket." Why the creator economy has been 'disappointing'Once pitched as a rocket-ship opportunity, service companies in the creator economy that focus on products for influencers haven't delivered, investors and industry professionals told BI. Although the phrase already existed, the world needed a new way to describe this prospering industry, and thus, the term "creator economy" entered the mainstream. Lia Haberman, an influencer marketing expert and instructor at UCLA Extension, described influencer marketing as separate from the services arm of the creator industry that has faltered.

Persons: Grant Long, Koji, hasn't, Rex Woodbury, they're, it's, Woodbury, Figma, haven't, Ollie Forsyth, They've, Benjamin Grubbs, I'm, Goldman Sachs, Lia Haberman, Haberman, upstarts, Logan Paul, KSI, Marshall Sandman Organizations: TikTok, YouTube, Business, VC, UCLA, North, PitchBook, Animal

☆ Peacock and the NFL's big streaming bet pays off as Chiefs-Dolphins playoff game set a US viewership record
▼ + stars: | 2024-01-15 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +2 min

Read previewThe Saturday NFL playoff game where the Kansas City Chiefs defeated the Miami Dolphins wasn't the only win that night. The game also set a record for the most streamed US event, averaging 23 million views, according to Comcast. AdvertisementThe Peacock and NFL bet was planned last year after NBCUniversal paid the NFL $110 million to hold a streaming-only playoff game. The first-ever live-streamed playoff game hit 27.6 million total viewers, according to Nielsen. "We couldn't be prouder of our partnership with Peacock and are thrilled with the results of the first-ever exclusively live-streamed NFL playoff game," said NFL Commissioner Roger Goodell.

Persons: —, Taylor Swift, Travis Kelce, NBCUniversal, Peacock, Roger Goodell Organizations: Service, NFL, Kansas City Chiefs, Miami Dolphins, Comcast, Business, Nielsen Locations: Kansas

☆ Here's how to watch the 2023 Emmys — which is returning after the Hollywood strikes
▼ + stars: | 2024-01-15 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +2 min

The 75th Primetime Emmy Awards will air on Monday night after a four-month delay. AdvertisementThe Emmys are back after a four-month delay amid the Hollywood writers and actors strikes last year. Martin Short is nominated for Outstanding Lead Actor In A Comedy Series for his role in Hulu's "Only Murders In The Building." In 2022, Brunson won an Emmy for Outstanding Writing For a Comedy Series for the series, which she created, wrote, and starred in. See the full list of the 2023 Primetime Emmy nominees here.

Persons: —, Anthony Anderson, ABC's, Trevor Noah, Brian Cox, HBO's, Bella Ramsey, Martin Short, Quinta Brunson, Brunson Organizations: Service, Hollywood, Writers Guild of America, WGA, SAG, Fox, Hulu, Peacock Locations: Los Angeles

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