The agency keeping creators off the 'influencer cliff'

The agency keeping creators off the “influencer cliff” centers on how United Talent Agency’s Creators division works to build long-term careers amid fast-changing platforms and AI pressures. In a Cannes Lions interview recorded in the South of France, Ali Berman and Raina Penchansky, co-heads of UTA’s Creators group, discuss identifying talent and structuring deals that go beyond traditional agent commissions. They say UTA represents major creators such as Charli D’Amelio, Markiplier, Kai Cenat, Emma Chamberlain, Alex Cooper, and Alix Earle. The episode also touches on how UTA helps creators launch products, contrasting it with Hollywood’s typical model. Scheduled to reflect the division’s reorganization beginning in 2024, the conversation frames creators as building multimillion-dollar, multi-revenue businesses.