Today I’m talking with Ali Berman and Raina Penchansky, who run the Creators Division at United Talent Agency. UTA is an enormous talent agency, and Ali and Raina's creators division represents some of the biggest creators and influencers in the world.
So I really wanted to know how Raina and Ali identify up-and-coming talent, how they work with that talent to build durable businesses, and what the machinations of being a top creator actually look like in practice.
Links: 
<ul>
 <li>The power brokers behind the $250B influencer economy | <a href="https://www.wsj.com/lifestyle/careers/uta-influencer-managers-ali-berman-raina-penchansky-alix-earle-5094867f">Wall Street Journal</a>
</li>
 <li>The Influencer Cliff | <a href="https://www.tiktok.com/@carmscrolls/video/7638068031851187464">Carmen Vicente (TikTok)</a>
</li>
 <li>UTA Unveils Upscale Office for Creators | <a href="https://www.hollywoodreporter.com/business/business-news/uta-unveils-office-creators-1235892614/">The Hollywood Reporter</a>
</li>
 <li>YouTube Stars Breach Hollywood’s Most Gilded Gate | <a href="https://www.nytimes.com/2026/06/22/business/media/youtube-hollywood-creative-artists-agency.html">New York Times</a>
</li>
 <li>CAA, TPG form holding company to acquire creator-led businesses | <a href="https://variety.com/2026/digital/news/caa-tpg-250-million-compound-creative-holding-company-acquire-creator-businesses-1236771598/">Variety</a>
</li>
 <li>How creator talent agencies are evolving into multi-platform operators | <a href="https://digiday.com/media/how-creator-talent-agencies-are-evolving-into-multiplatform-operators/">Digiday</a>
</li>

</ul>
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Credits:
Decoder is a production of The Verge and part of the Vox Media Podcast Network.
Decoder is produced by Kate Cox and Nick Statt; this episode was edited by Xander Adams. Our editorial director is Kevin McShane. 
The Decoder music is by Breakmaster Cylinder. Learn more about your ad choices. Visit <a href="https://podcastchoices.com/adchoices">podcastchoices.com/adchoices</a>

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