Live Nation is moving into creator management. The company behind the world’s biggest tours and Ticketmaster is funding a new business called Creator Nation, which will buy and grow creator management firms.
Who’s running it?
Creator Nation is led by husband-and-wife team Scott Fisher and Alexis Fisher. Both have built successful management companies before.
Scott founded Select Management Group, which looked after more than 500 creators before it was sold to Propagate. He also helped launch beauty brands Hairitage and Sacheu, and produced The Secret Lives of Mormon Wives.
Alexis founded Timeline Management, which Live Nation bought in 2024. She’s known for taking online stars on tour, including the Dallas Cowboys Cheerleaders and Gracie’s Corner.
How it works
Creators and managers don’t have to sign up for everything. Alexis describes it like a restaurant menu: you choose the help you need, whether that’s a tour, a meet and greet or a brand deal.
Live Nation is providing the money and the know-how. That means access to venues, ticketing and touring support that most management firms couldn’t build on their own.
The big idea
Scott thinks relying on social media algorithms is too risky for creators. Instead, Creator Nation wants to help them build fans who buy tickets, merch and products again and again.
As Alexis puts it: “It’s not just about the followers anymore.”
The company will work with big YouTube names, but also with smaller creators who run strong businesses in their niche.
What it means for the industry
Money is pouring into creator management. Deals in the space hit a record 70 in the first half of 2026. With Michael Rapino‘s Live Nation now buying in, expect more agencies to be acquired and more competition for top talent.
For creators, the message is simple: owning your audience matters more than the size of it.
Source: Tubefilter, via The Hollywood Reporter
