By Whitney Wornall, Senior Talent Manager @ Sixteenth
One thing I’ve learned working in talent management is that getting to know your creators goes far beyond understanding their content, audience demographics or career goals. To truly represent someone well, you need to understand the person behind the platform.
Creators are not just their follower counts or engagement rates. They are shaped by their culture, religion, ethnicity, sexual orientation, upbringing, values and lived experiences. All of those things influence who they are, the communities they speak to and the opportunities that feel authentic to them.
When you manage a diverse roster, understanding those differences isn’t an optional extra. It is a huge part of being able to advocate for your talent properly.
One thing I always make a point of doing when working with creators is learning what important dates and moments matter to them and adding them to my calendar. This could be religious holidays such as Ramadan, Eid, Diwali, Vaisakhi or Hanukkah, cultural celebrations like Lunar New Year, or important moments within different communities such as Pride.
It means I can plan ahead, be more considerate and understand when certain periods may be particularly meaningful or require more sensitivity.
For example, if a creator is observing Ramadan, I want to be mindful of scheduling, energy levels and brand commitments during that time. If a creator celebrates Diwali, I want to understand how that may impact their availability and also recognise opportunities where their voice and perspective could be genuinely valuable. If a creator identifies as LGBTQ+, understanding the importance of Pride or other community moments means I can better support them in partnerships and ensure they are working with brands that align with their values.
These details may seem small, but they build trust.
Being a good talent manager means knowing what your creators stand for and what boundaries they have. A creator’s background can impact the types of campaigns they feel comfortable accepting, the brands they want to align with, and the communities they feel responsible for representing.
For example, some creators may have religious beliefs that affect the products they can promote. Some may have personal experiences that make certain campaigns feel more meaningful. Others may be passionate about using their platform to represent communities that have historically been underrepresented.
Without taking the time to understand those things, it is impossible to fully advocate for them.
I don’t believe talent managers need to know everything about every culture, religion or community. What matters is being open, respectful and willing to learn. The best relationships come from asking questions, listening and creating a space where creators feel comfortable sharing what matters to them.
For me, representation starts behind the scenes. It’s not just about putting diverse faces into campaigns. It’s about making sure the people representing those communities have someone in their corner who understands them and can fight for opportunities that genuinely reflect who they are.
Great talent management isn’t about treating every creator the same. It’s about recognising that every creator is different and giving them the support, understanding and advocacy they need to build a career that feels authentic to them.
