This month’s round-up brings together some of the biggest conversations shaping talent management and the creator economy right now. From the rise of expert creators and creator-led investment to athlete versus influencer strategy and the future of entertainment, this issue reflects how quickly the industry continues to evolve.
Across our latest contributor pieces, one theme is clear. Creators are no longer just talent. They are businesses, partners and, increasingly, infrastructure. As brands, agencies and platforms adapt, the focus is shifting towards credibility, long-term value and sustainable growth.
The Future of Entertainment Is Creator-Led
We lead this edition with a deep dive into how creators are becoming the new media moguls. In The New Media Moguls: Creators Future of Entertainment, contributor Gary Clarke (Attachment) explores how traditional entertainment models are fragmenting and being replaced by creator-led channels where influence, ownership and creative control sit with the individual.
Expert Creators, Investment and Influence
Several of this month’s contributors explore how expertise and ownership are redefining success in the creator economy:
- In The Rise of the Expert Economy, Diane Banks (Northbank) breaks down how knowledge-led creators are capturing long-term value and building communities based on trust and credibility.
- Rise of Creator-Led Investment Murphy Hopkins-Hubbard (STAMP) examines how creators are moving into investment and equity, signalling a shift away from one-off campaigns towards strategic, long-term partnerships.
Athletes, Purpose and Performance
The intersection of sport, influence and brand strategy also features heavily this month:
- Athletes vs Influencers: Marketing Investment, by Adam Acworth (Santara), compares athlete-creators to traditional influencers and where brands are strategically placing their bets.
- In Why Purpose is the New Power in the Creator Economy, Phie McKenzie (Creative Ally) describes why purpose-driven growth is becoming central to sustainable creator and brand partnerships.
Community, values and authenticity are no longer optional. They are central to long-term relevance, particularly as audiences become more selective about who and what they support.
Talent Infrastructure and Management
Behind every successful creator is a growing support system. This edition looks at how talent management is evolving:
- From Entertainment Law to Creator Management, Isabella Chen (BECCA MGMT) explains how legal expertise is moving into creator representation, helping protect rights and commercial value.
- In Building a Team That Can Go the Distance in Sports Marketing, Josh Hershman (Ten Toes) walks through the structures needed to sustain successful creator and sport marketing teams.
As the industry matures, specialist knowledge, clearer processes and stronger commercial strategy are becoming essential parts of the talent ecosystem.
New Agencies and Platforms to Watch
Alongside our contributor features, we are spotlighting a selection of new agencies and platforms entering the creator and talent landscape:
- Rachel Braier Talent – Rethinking how charities and talent agents work together.
- Influesque – The new platform helping brands, agencies and talent teams streamline creator sourcing, partnership research and sponsorship decision making.
- AnthemGlobal – Revolutionising the casting game. AnthemGlobal provides a new way to find, and put forward, talent.
These emerging players are bringing fresh thinking, new tools and energy into the space.
What This Means for the Industry
Taken together, this month’s stories highlight an industry that is becoming more professional, more strategic and more interconnected. Creators are taking greater ownership, agencies are evolving their services and brands are looking for deeper, more sustainable partnerships.
The Talent Times remains a space for industry voices, perspectives and insights from across talent management and the creator economy.
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