Creators were once on the outskirts at Creative Artists Agency, a major Hollywood talent firm. Now, they are becoming the focus. Trisha Paytas, a popular digital star, is among the creators who have joined CAA’s expanding list of talent.
In March, a significant meeting took place at Creative Artists Agency. Sixteen individuals sat around a conference table, with three participating via video call. LaCroix cans were ready for cautious sips. This meeting marked a turning point in Hollywood’s understanding and financial approach to stardom.
The 90-minute session focused on Dhar Mann, a creator with over 170 million social media followers. CAA Creators, a division started a few months prior, represented him. Agents from departments like scripted television, film, reality TV, and brand marketing also participated. Mr. Mann, 42, expressed surprise at holding the attention of such a powerful agency. He signed with CAA in 2021 when digital talents were present but not prioritized.
“The only time you’d see so many CAA agents together was for a top director or actor,”Mr. Mann noted, highlighting the change.
This internal shift at CAA signals that creators have moved from the fringes to the forefront of Hollywood. The agency is accelerating its focus on the creator business, signing high-profile talents, enticing creator-focused agents from smaller firms, and evolving the division into a key priority.
Recent clients include the Stokes Twins with 140 million followers, known for elaborate pranks; Ben Azelart with 51 million followers, recognized for extreme challenges; and Rebecca Zamolo, with 23 million followers, offers whimsical, lightly scripted family content. New hires like Greg Goodfried from United Talent Agency and Kendall Ostrow from YouTube bolster the agency’s creator team.
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