Hollywood’s major talent agencies are expanding their role in the creator economy, moving beyond negotiating deals to help grow businesses built around content, intellectual property, and audiences. This shift is explored in “The Creatorification of Hollywood,” an episode of Matt Belloni’s podcast The Town examining the evolution from talent representation to business development.

That evolution is changing what clients expect from their agencies. When creators can reach audiences without going through a studio or broadcaster, securing their next gig is no longer enough. Helping them develop new ventures—from consumer products to live events—and diversify revenue streams often dependent on sponsorships and a single platform’s policies becomes increasingly important.

Two initiatives illustrate this expansion. CAA and Integrated Media Company have announced Compound Creative Holdings, a holding company launched with a $250 million commitment to acquire and grow creator-led businesses. It operates separately from CAA Creators, the agency’s creator representation division. WME, meanwhile, introduced Creator Labs in early October, an in-house operations team that supports clients with channel management, distribution, and digital business development. Capital and operational expertise are becoming distinct tools for supporting growth.

What a partner brings to the table also shapes the economics of the relationship. As Belloni explains, representing a creator does not mean owning their business: commissions on deals may be complemented by separately negotiated investments in specific ventures. In the first case, the agency is paid for its representation services; in the second, the investor acquires an ownership stake in the business.

The shift also affects producers. An online format can enter negotiations with an established audience, without waiting for a broadcaster to commission it. The next challenge is to make it scalable: building teams, developing new content, and reducing reliance on the founder’s constant presence without weakening the connection with viewers.

For Italian industry professionals, the significance of this transformation lies primarily in understanding Hollywood’s changing business structure: who represents talent, who finances development, and who controls the rights. The CAA and WME initiatives show how these roles can coexist through different structures and agreements. When doing business with Hollywood, it is therefore important to understand not only who a potential partner is, but also what role they play and what financial interest they seek in a project.

Sources: The Town with Matthew Belloni, “The Creatorification of Hollywood” (podcast); Deadline, reporting on the launch of Compound Creative Holdings, June 10, 2026; The Hollywood Reporter, “WME Unveils Creator Labs to Help Clients Build Media Businesses,” October 1, 2026.