Brand Deals, Sponsorship & Business
Talent agency
Also called: creator agency, representation, roster
An agency's value is the relationships and the negotiating floor. They know what comparable creators are paid, they can push back on usage rights and exclusivity, and they handle contracts and chase invoices. They earn commission on deals they source, so their incentive is volume and deal size. Keep it separate from management, which advises on career direction and is usually paid on everything you earn. The question worth asking any agency is how many creators sit on the roster and where you rank on it, because attention follows the biggest earners.