- As the influencer industry continues to grow, so does the demand for talented managers and agents.
- Managers and agents help creators to earn money and choose which business opportunities to pursue.
- We have built a database to give an inside look at what the top stars of the Internet represent.
Over the last few years, Insider has signaled the growth of the creative economy and the emergence of influencers as a core part of the entertainment world.
In the process, we’ve seen how hundreds of talented managers and agents – both from start-up companies and from former Hollywood talent companies – have raced to sign the next generation of stars.
Every year, new creators enter the industry on platforms like YouTube, Instagram and TikTok. And as the industry grows, so does the demand for managers and agents to help them build on their success.
Agencies for beginners are also being formed to take advantage of the business opportunity.
In January, the co-founders of Studio71 – Michael Green, Reza Izad and Dan Weinstein – started a new digital talent agency called Underscore Talent. The group represents creators such as the Royalty family (13.7 million YouTube subscribers), to the LaBrant family (13.1 million YouTube subscribers), and Preppy Kitchen (2.1 million YouTube subscribers).
“We don’t want to be just managing a inbox,” Weinstein said said Insider. “We actually want to provide some infrastructure to help them navigate this world, build longevity, and ultimately create real business value for themselves beyond the transactional nature of what they do.”
Some influencers have both a talented manager and an agent. In these cases, a manager will often help with the day-to-day work of creating the creator’s brand. The agent will support a broader influencer business strategy, offer access to top brands, celebrities, and help the creator enter the world of traditional entertainment (such as film, music, and television). There is also some overlap between the roles.
The need for representation has become important for many influencers as the industry becomes more competitive and the ways in which creators make money evolve.
Insider attracted our reports and conversations with industry professionals to create a central database of the key power players in the company and who they represent.