- As the influencer industry continues to grow, so does the demand for talent managers and agents to help creators turn follower counts into lasting businesses.
- Business Insider has reported on the industry as hundreds of managers and agents — from both upstart companies and legacy Hollywood talent firms alike – have raced to sign the next generation of stars.
- We spoke with industry professionals to identify the managers and agents signing the buzziest creators and built an exclusive interactive database that gives an inside look at who is working with the top stars on YouTube, Instagram, TikTok, and more in 2020.
- View the interactive database below, which was last updated on November 19, 2020.
- Subscribe to Business Insider's influencer newsletter: Insider Influencers.
Over the past few years, Business Insider has tracked the influencer industry's explosive growth into a multi-billion-dollar category that's made digital creators a core part of the entertainment world.
In the process, we've watched as hundreds of talent managers and agents — from both upstart companies and legacy Hollywood talent firms alike – have raced to sign the next generation of stars.
Each year, new creators are breaking into the industry across 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.
Hollywood's top entertainment agencies, from WME to UTA, have developed digital-focused departments, and now work with popular creators like Emma Chamberlain and David Dobrik.
Other creators are looking to build their own teams in-house.
In October, Greg Goodfried, who was previously the co-head of UTA's digital talent division, left the firm to become president of D'Amelio Family Enterprises and lead the businesses of the family, which includes TikTok's top creator Charli D'Amelio.
"I think they could be as big as any family that have taken over American media," Goodfried told The Los Angeles Times.
With the help of a manager or an agent, many influencers expand their digital businesses by selling consumer products or securing lucrative brand partnerships.
Some influencers have both a talent manager and an agent. In those cases, a manager will often help with the day-to-day work of crafting the creator's brand. The agent will work bringing in deals and on broader business strategy, offering access to top brands, celebrities, and helping the creator enter into the world of traditional entertainment (like movies, music, and television). There's also some overlap between the roles.
The need for representation and a fully-developed (and diversified) business strategy has been important for many influencers in 2020, as a pandemic and economic downturn have required digital creators to rethink how they earn a living.
Business Insider drew on our reporting and conversations with industry professionals to create a central database of the top power players in the business and who they represent.
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