CAA just signed a media company that only covers creators.
The biggest talent agency in entertainment now represents a publication dedicated entirely to the creator economy.
CAA has signed Scalable, a newly launched media company founded by Kaya Yurieff and Jasmine Enberg — two journalists who have covered the creator economy for over a decade between CNN, The Information, and eMarketer.
This is not a creator getting signed. This is a media company about creators getting the same representation as movie stars. CAA will work with Scalable across media partnerships, live events, and brand extensions — the full suite usually reserved for A-list talent. The signal is in the structure: covering the creator economy is now a category valuable enough to warrant agency representation.
The creator economy is projected to exceed $40 billion in the US alone this year. When the agency that represents Tom Hanks decides the beat itself is worth signing, the power shift from legacy institutions to individual creators has reached a new inflection point.
Audit which creators in your category have more influence than your trade press. If the people covering your industry are getting talent agents, the people making your industry are already ahead of you.
Source: Deadline