Influencer companies have been muscling into the talent management business recently — and now they’re hoping to make use of artificial intelligence and connected TV gimmicks to entice talent managers and brands to broker more creator deals on their platforms.
Two agency groups have recently added new services to expand their share of this growing corner of influencer marketing as the channel continues to grow and mature. This momentum is largely driven by an evolving creator business and the increasing need for all-in-one platforms to manage the various communications and business management aspects of the talent, deal negotiations, pitches and campaign measurement.
There’s a lot to gain if these players can attract talent agents, brands and creators to adopt their technology — the increase of scale on creators and campaigns, as well as a larger pool of relevant data. The talent industry is booming too, with certain platforms looking ripe for acquisition, coupled with growing creator opportunities in social media revenue-sharing models and streaming services expanding their partnerships. The global celebrity talent management market size was estimated at more than $15 billion in 2021 and expected to exceed some $20 billion by 2027, according to 360 Research Reports.
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