Inside the big business of the creator economy, with the agents making it happen
We’ve got another special episode of Decoder today, recorded at the Cannes Lions advertising festival in the South of France. I’m talking with Ali Berman and Raina Penchansky, who run the Creators division at United Talent Agency.
UTA is an enormous talent agency. Half the people you’ve ever heard speak or perform or who show up anywhere have UTA agents representing them. For full disclosure, that includes me! UTA handled the sale of the forthcoming Decoder book. Which means I paid them money, making this a reverse conflict of interest. Now you know.
Anyhow, that has nothing to do with Ali and Raina, whose Creators division represents some of the biggest creators and influencers in the world — stars as diverse as Charli D’Amelio and Markiplier, Kai Cenat and Emma Chamberlain. Alex Cooper and Alix Earle.
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