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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