A special episode of The Verge's Decoder podcast, recorded at the Cannes Lions advertising festival, delves into the business of managing top creators. Host Nilay Patel speaks with Ali Berman and Raina Penchansky, who lead the Creators division at United Talent Agency (UTA). They represent stars like Charli D'Amelio, Markiplier, Kai Cenat, Emma Chamberlain, Alex Cooper, and Alix Earle.
The conversation focuses on how the agents identify emerging talent and build durable businesses around them. It offers rare insight into the machinations of being a top creator in today's economy. The episode also reveals UTA's scope: the firm represents half of all prominent performers and speakers.
Patel discloses that UTA handled the sale of his forthcoming Decoder book, calling it a reverse conflict of interest. The podcast episode was recorded at the Cannes Lions advertising festival in the South of France. Verge subscribers get exclusive ad-free access to the episode.
Berman and Penchansky's work underscores the growing professionalization of the creator economy. Influencers are now treated as sustainable enterprises rather than fleeting internet personalities. The agents likely play a key role in brokering brand deals, media rights, and long-term strategy.
One question remains: how do these agents distinguish lasting careers from viral moments? The episode promises to explore that fine line between hype and genuine talent development.