Inside the big business of the creator economy, with Ali Berman and Raina Penchansky
Today I’m talking with Ali Berman and Raina Penchansky, who run the Creators Division at United Talent Agency. UTA is an enormous talent agency, and Ali and Raina's creators division represents some of the biggest creators and influencers in the world.
So I really wanted to know how Raina and Ali identify up-and-coming talent, how they work with that talent to build durable businesses, and what the machinations of being a top creator actually look like in practice.
Read the full interview transcript on The Verge.
Links:
The power brokers behind the $250B influencer economy | Wall Street Journal
The Influencer Cliff | Carmen Vicente (TikTok)
UTA Unveils Upscale Office for Creators | The Hollywood Reporter
YouTube Stars Breach Hollywood’s Most Gilded Gate | New York Times
CAA, TPG form holding company to acquire creator-led businesses | Variety
How creator talent agencies are evolving into multi-platform operators | Digiday
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Credits:
Decoder is a production of The Verge and part of the Vox Media Podcast Network.
Decoder is produced by Kate Cox and Nick Statt; this episode was edited by Xander Adams. Our editorial director is Kevin McShane.
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NFT Scoop with MK Manoylov: UTA's head of web3 explains Hollywood's push to represent NFT brands
While NFT projects grew in popularity, so too did brand recognition — and the interest of talent representatives to sign them on.
United Talent Agency (UTA) was among the first in August of 2021, when it signed CryptoPunks and Meebits creators Larva Labs, followed by Deadfellaz in April of this year. Other talent representatives got into web3 as well, such as Creative Artists Agency (CAA) signing on the NFT collector 0xb1 in October 2021 and even hiring a Chief Metaverse Officer in August of this year.
But why did talent representatives like UTA sign on these NFT brands at all? Why do NFT brands need talent representation?
To get to the heart of these questions, MK sat down with UTA's head of web3, Lesley Silverman. Silverman has been at UTA for the past seven years, educating artists on the utility of web3 and helping interested artists launch their web3 brand. Before joining UTA, Silverman worked as a fine arts lawyer, and she says this experience shaped how she lead UTA through the NFT space.
Episode 80 of Season 4 of The Scoop was recorded remotely with The Block's MK Manoylov and Lesley Silverman, Head of Web3 at United Talent Agency.
Listen below, and subscribe to The Scoop on Apple, Spotify, Google Podcasts, Stitcher or wherever you listen to podcasts. Email feedback and revision requests to podcast@theblockcrypto.com.
This episode is brought to you by our sponsors Tron, Chainalysis & IWC Schaffhausen
About Tron
On August 1st, 2022, Poloniex launched a faster and more stable trading system along with a brand new user interface. Poloniex was founded in January 2014 as a global cryptocurrency trading platform. With its world-class service and security, it received funding in 2019 from renowned investors, including H.E. Justin Sun, Founder of TRON. Poloniex supports spot and margin trading as well as leveraged tokens. Its services are available to users in nearly 100 countries and regions with various languages available. For more information visit Poloniex.com
About Chainalysis
Chainalysis is the leading blockchain data platform. We provide data, software, services, and research to government agencies, exchanges, financial institutions, and insurance and cybersecurity companies in over 60 countries. Backed by Accel, Addition, Benchmark, Coatue, Paradigm, Ribbit, and other leading firms in venture capital, Chainalysis builds trust in blockchains to promote more financial freedom with less risk. For more information, visit www.chainalysis.com.
About IWC Schaffhausen
IWC Schaffhausen is a Swiss luxury watch manufacturer based in Schaffhausen, Switzerland. Known for its unique engineering approach to watchmaking, IWC combines the best of human craftsmanship and creativity with cutting-edge technology and processes. With collections like the Portugieser and the Pilot’s Watches, the brand covers the whole spectrum from elegant timepieces to sports watches. For more information, visit IWC.com
How I Built Resilience: Jeremy Zimmer of United Talent Agency
With live events canceled and sound stages shuttered, the entertainment industry has to look for new ways to create content while cutting costs. Guy talks with Jeremy Zimmer, CEO and co-founder of United Talent Agency, about how the industry is trying to meet the demands of the moment. These conversations are excerpts from our How I Built Resilience series, where Guy talks online with founders and entrepreneurs about how they're navigating turbulent times.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.