UTA's Creator Division Chiefs on Building Influencer Empires Beyond Social Media

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At the Cannes Lions advertising festival, Decoder host Nilay Patel interviewed Ali Berman and Raina Penchansky, co-heads of the Creators division at United Talent Agency, one of Hollywood's largest talent agencies. The division, restructured in 2024, represents major digital creators including Charli D'Amelio, Markiplier, Kai Cenat, and Emma Chamberlain. Unlike traditional Hollywood representation, UTA's creator-focused model goes beyond taking a commission, actively helping clients launch their own consumer products and diversify revenue streams. Berman and Penchansky discussed how they scout emerging talent, structure complex multi-platform deals, and prepare creators to transition from media personalities to business owners. The conversation also touched on how AI and shifting platform dynamics are reshaping the broader creator economy.

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