Guides
Talent agencies compared on what matters
Choosing a talent agency in 2027 comes down to commission structure, contract terms, client roster fit, and who actually answers when a deal goes sideways.
What to take away
- The 2027 shortlist splits into three groupsboutique digital managers, legacy agencies with digital divisions, and network-affiliated shops. Twenty-five firms are named below.
- Commission basis decides what a creator keeps. Boutique and network agencies typically take 15% to 25% of gross; film and television sits near 10%.
- Term, exclusivity and the post-term tail outlive the deal. Tails commonly run 6 to 24 months.
- California requires agency registration and a posted bond. Texas and Florida do not license talent agencies.
The 2027 watchlist: 25 agencies compared
The list runs from Los Angeles to Hangzhou, and Canada, the UK, the EU and Asia are represented. Commission figures show the norm for each agency's model, not published rates. Confirm the rate in writing before you sign. The shortlisting guide sets out the tests to run first.
| Agency | Base | Commission basis | Roster focus | Why watch in 2027 |
|---|---|---|---|---|
| Night Media | Dallas | 15-25% gross | YouTube long-form | Video, podcasts, live events |
| Whalar Talent | London, New York, Los Angeles | 15-25% gross | Brand campaigns | Brand deals sold in-house |
| Digital Brand Architects | Los Angeles | 15-25% gross | Lifestyle and beauty | UTA-owned since 2019 |
| Select Management Group | Los Angeles | Share of all income | Full-service management | Manager per creator, not per deal |
| Outshine Talent | Los Angeles | Share of all income | Digital-first talent | One manager for every deal |
| UTA Creators | Los Angeles | 10% film and TV | Screen and publishing | Crossover desks under one roof |
| CAA Creators | Los Angeles | 10% film and TV | Scripted and books | Bought ICM Partners in 2022 |
| WME Digital | Los Angeles | 10% film and TV | Screen and sport | Inside Endeavor, sports included |
| Range Media Partners | Los Angeles | Share of all income | Management and production | Can package a creator's show |
| Brillstein Entertainment Partners | Los Angeles | Share of all income | Legacy management | Traditional managers signing creators |
| Gersh | Los Angeles | 10% film and TV | Mid-size agency | Smaller-firm feel, digital desk |
| Independent Artist Group | Los Angeles | 10% film and TV | Full-service agency | Formed in 2023, growing list |
| Buchwald | New York and Los Angeles | 10% film and TV | Boutique agency | Commercial and digital desks |
| Underscore Talent | Los Angeles | 15-25% gross | Creator management | Built by digital-media managers |
| Studio71 | Los Angeles and Berlin | 15-25% gross | Network and sales | In-house brand sales team |
| Viral Nation Talent | Toronto | 15-25% gross | Brand and media clients | Founded 2014, own clients |
| Gleam Futures | London | 15-25% gross | Digital-first management | Long-standing UK digital home |
| YMU | London | Share of all income | Global management | Digital, music and sport |
| InterTalent Rights Group | London | 15-25% gross | Mid-size UK agency | Broad digital and broadcast list |
| Insanity Group | London | 15-25% gross | Digital and broadcast | Management plus live events |
| 2btube | Madrid | 15-25% gross | Spanish-language YouTube | Spain and Latin America deals |
| Webedia | Paris | 15-25% gross | French digital media | Creators beside its own brands |
| AnyMind Group | Singapore and Tokyo | 15-25% gross | Asia-wide management | Several Asian markets per contract |
| Ruhnn Holdings | Hangzhou | Share of gross | Live-commerce creators | Live-stream selling at the core |
| OML Entertainment | Mumbai | 15-25% gross | Indian comedy and music | Deep Indian creator roster |
Cross-border hires change the paperwork more than the rate, and the expansion and market guide covers what a second market adds.
Commission basis, contract term and exclusivity
Typical commission
- Boutique digital
- 15-25% gross
- Full-service management
- Share of all income
- Legacy Hollywood
- 10% film and TV
- Network-affiliated
- 15-25% gross
Typical term
- Boutique digital
- 1 year, 90-day notice
- Full-service management
- 1 to 2 years
- Legacy Hollywood
- 1 year with exit
- Network-affiliated
- 1 year, rolling
Exclusivity
- Boutique digital
- Often full
- Full-service management
- Full, all income
- Legacy Hollywood
- Department-level
- Network-affiliated
- Full or category
Named agencies
- Boutique digital
- Night Media, Whalar Talent, Digital Brand Architects
- Full-service management
- Select Management Group, Outshine Talent
- Legacy Hollywood
- UTA Creators, CAA Creators, WME Digital
- Network-affiliated
- Viral Nation Talent, Studio71
On a $25,000 deal, 20% of gross is $5,000. On 15% of net after a 30% platform fee, the same deal pays about $2,625.
Commission structures and who they suit
% of gross
- Typical range
- 15-25%
- Who it suits
- Steady brand volume
% of net
- Typical range
- 10-20%
- Who it suits
- High platform fees
Retainer
- Typical range
- $1,500-$4,000/mo
- Who it suits
- Strategy, no commission
Film/TV
- Typical range
- 10% standard
- Who it suits
- Scripted or unscripted
The pricing comparison shows when a monthly retainer, often $1,500 to $4,000, beats a percentage on low deal volume.
Four clauses to read before signing
- Termone year with 90-day notice is common. Three-year lock-ins without an exit are not.
- Exclusivityfull, or limited to named categories. Get the category list in writing.
- Post-term tail6 to 24 months on deals the agency sourced. Ask which deals count.
- Termination and buyoutperformance thresholds, notice periods and a buyout figure in writing.
Four contract clauses to read
- Termone year with 90-day termination notice
- Exclusivityfull, category, or none in writing
- Post-term commission tail6 to 24 months
- Termination triggersperformance, notice, buyout terms
The FTC's Disclosures 101 for social media influencers places disclosure duty on the creator and the brand together. No contract removes it.
Licensing and tax in brief
California registers talent agencies through the Labor Commissioner and requires a bond. Texas and Florida require only business registration. The SBA page on licenses and permits covers state-level filing for a new agency.
Canadian agencies charge GST or HST on commission, and Ontario's HST is 13%. The CRA guide on which rate to charge explains when it applies. Owners building the firm behind the roster can start with the launch guide.
