Keep pulling the thread on Ali Berman and Raina Penchansky.
United Talent Agency acquired Digital Brand Architects in 2019.
When helping creators launch product lines, United Talent Agency is involved in packaging, distribution, and marketing, and often takes a position on the company's cap table.
Raina Penchansky believes that for creators launching product businesses, access to capital is not the main issue; the critical factor is partnering with people who have the infrastructure and institutional knowledge to launch successfully.
United Talent Agency was the first agency in Hollywood to represent artists in non-traditional ways beyond film and television.
Raina Penchansky co-founded the agency Digital Brand Architects 16 years ago, before the launch of Instagram.
The majority of creator clients at United Talent Agency have businesses that extend beyond just brand and endorsement deals.
United Talent Agency advises its creator clients to be platform-agnostic and maintain a presence on multiple platforms to mitigate risk from platform changes.
Ali Berman identifies in-real-life experiences, such as live events or physical stores, as an increasingly important component of a creator's business.
Ali Berman states that United Talent Agency is not threatened by AI, viewing it as a tool to help creators outsource resourcing.
The standard agency commission for brand deals in the creator economy is 10%, but it can be higher or lower depending on the deal structure.
A setting spray from Patrick Starrr's brand One/Size Beauty sells every 8 seconds at Sephora.
Ali Berman predicts that society is moving towards a world where everyone is a consumer, as younger generations have only known a world of consuming content and purchasing products fed to them.