SUMO today announced the launch of its new Creator Media & Ventures Division, reflecting the expanding role creators are playing across media, entertainment and business.
The new division – previously known as the YouTube & Podcast Division – will work with creators, talent agencies and established digital businesses across YouTube, podcasts, social media, entertainment and emerging creator-led ventures.
The move reflects a broader shift in the creator economy, as talent increasingly moves beyond building audiences to developing businesses, intellectual property, media formats, products and commercial ventures around those audiences.
SUMO aims to work with some of the biggest names across digital/social and entertainment talent, as well as leading YouTube channels, podcasts and talent management agencies.
Nick Brand, Founder and Director of SUMO, said the change reflects how significantly the creator landscape has evolved.
“Creators are no longer just building audiences. They’re building businesses, brands, IP, formats, products and ventures around those audiences. At the same time, talent agencies see shared IP as more of an imperative than ever before.
“This is the fastest-growing and most exciting thing happening in the industry – and it’s only just getting started.”
Nick Brand, Founder & Director of SUMO
While the division continues to work with established, household-name YouTubers, its remit now extends across a much broader range of talent and creator-led businesses spanning all forms of social and digital creators, as well as athletes, chefs, TV personalities and other talent developing their own channels, media formats and podcasts. They will also be supporting talent agencies that are building their own studios and creator businesses.
The expansion reflects the increasingly blurred lines between traditional entertainment and the creator economy. Talent who once relied primarily on television, sport, music or other established forms of media can now build direct relationships with audiences through their own channels, while creators can increasingly develop into producers, entrepreneurs and IP owners in their own right.
The division is also expanding its focus on the wider infrastructure required to build successful creator businesses, including social audience growth, production, editing, filming and commercial partnerships.
SUMO is currently looking to work with both creators seeking to accelerate their audience growth and wider businesses, as well as experienced industry professionals with expertise across production, social media, editing, filming and commercial partnerships.
“Whether you’re an established creator, an athlete or entertainment personality building something of your own – or an industry professional helping creators turn audiences into sustainable businesses – we want SUMO Creator Media & Ventures to be the place where those opportunities can develop,” Brand added.
The rebrand marks a broader evolution for SUMO as the creator economy continues to expand beyond traditional talent representation and into media ownership, production, IP development and commercial ventures.
For SUMO, the message behind the new division is straightforward – if there is a creator at the heart of a business, it increasingly sits within its world.
