Creators have their moments, and the Cannes Lions Festival is no exception. United Talent Agency, a talent and brand consultancy, will debut UTA Beach at this year’s International Festival of Creativity, marking its largest ever presence at the event. The activation promises to serve as the Croisette’s “premier creative hub and contact center,” bringing together more than 120 clients from film, television, music, sports, news and more.
UTA names adding star power to the beach include: Priyanka Chopra Jonas, Paris Hilton, Ashley Graham, Alan Cumming, Karlie Kloss, Draymond Green, Janelle Monae, Mike D, Kara Swisher, Adam Brody, will.i.am, Jonah, Johnny Harris and JP Smoove.
The first-ever Creator Lounge will provide more than 70 creator clients – across sports, fashion, food, lifestyle and news – a space to work, connect and decompress. The list includes Mel Robbins, Alex Cooper, Keith Lee, David Dobrik, Colin Smir, Bran Vlaquez, Katie Fang, Gstaad Jay, Jubilee Media, and more.
“UTA’s expanded presence at Cannes Lions reflects the evolution of our business and the opportunity we see at the intersection of talent, brands and innovation,” says David Kramer, CEO of UTA. “Every sector of our business will be represented; from creators, sports and brands to comedy, graphic entertainment and music, underscoring the breadth of experience and perspective we offer our clients and partners.”
Raina Pinchansky, co-president of UTA Creators and CEO and co-founder of Digital Brand Architects, and UTA client Brandon Edelman — aka Bran Flakes, a comedy and lifestyle creator from Philadelphia — spoke with Hollywood Reporter About where the industry is headed.
How is the creator economy reshaping the relationship between brands, entertainment and culture?
Raina Pinchanski Essentially, there has been a seismic shift in where audiences actually are now, and these audiences are driving purchase, perception, zeitgeist, awareness – you name it. All key metrics are shaped by the relationships audiences form with brands and culture, and these relationships are largely driven by creators.
How is this year’s Cannes Lions Festival evidence of that?
Benchansky The huge influx of creatives at Cannes Lions this year speaks volumes about where the industry is headed, and the appetite for brands to talk to, learn from, engage with, and build businesses alongside these creatives. Brands are focusing on the future of how to best reach their audiences, communities, and consumers, and content creators — who have a direct line to those audiences — are the most direct way to do that. So, brands, media companies and platforms want these direct relationships with audiences through creators, and this reality will fuel a lot of the conversations coming out of Cannes.
How do partnerships evolve for you as a creative?
Bran Flakes When I first started partnering with brands, they were “one-off” and “one-to-one” partnerships. Today, we are seeing more long-term deals, with contracts and deliveries lasting several months. Brands are really investing in me rather than just hiring me for a smaller, one-off campaign.
What has made brands and others more comfortable working with content creators?
Benchansky As the industry transforms, people are becoming more comfortable with creators representing — and being the face of — brands and media platforms, and creators themselves are stepping into that role in a way that didn’t really exist a decade ago.
Honestly, I think of the saying: Sharks have to keep swimming or they die. The same is true for the evolution of media, entertainment, brand and culture. You can’t really operate in this landscape without a creator strategy, creator relations, or a perspective on creators. You need a real thought process for how to build the next chapter of your brand story with content creators at the heart of it.
As a content creator, what have you been doing more or less for a year or two? Why do you think so?
Flickies I’m definitely doing speaking opportunities, networking events, and traveling a lot more than I was a year or two ago. Since I’ve gotten a little older in the content space, I now have brands that want to hire me for more than just video deliverables. For example, in Cannes this year, I’m working with Meta to do some activities and beach space with them and give them real feedback. Last year, we spoke on the Forbes Stage and Ad Week, things I would have never done two years ago. I would say that I am now doing more “collaborations” and more “partnerships” with brands.
How and why, which seems pretty obvious now, did UTA double or triple the number of creatives at Cannes Lions?
Benchansky The “why” is clear and straightforward: creators are at the forefront of entertainment. At UTA Beach, we’re debuting a dedicated creative lounge and an on-site podcast studio, just two examples of how we’re building spaces that reflect where work is now.
UTA has been in the creator space for 20 years, and we were the first major agency to launch a Creator Practice, so we’ve seen a shift in the conversation at the intersection of new media, content, engagement and brand building. There has been a real change in the way we think about creators – they are no longer just a layer in the cultural ecosystem – they are the foundation.
Since it’s all about the creatives, what do you hope to achieve from the festival this year?
Flickies Last year, I was a speaker, so there was a lot of prep work. This year, it’s all about grid, grid, grid! I want to shake hands, meet people in real life, and I also want to have a lot of fun! Last year was my first time, so I was definitely nervous. Now that I know what to expect this year, I’m ready to get the ball rolling.
Does the rise of creatives also come with the decline of movie, television, traditional music and other stars?
Benchansky never. Two things can be true at once. The growth of one area does not mean the reduction of another; It just means there are new compounds to discover. Look what’s happened with the massive success of creators like Markiplier or Curry Barker — both UTA clients — or any big movie that gets huge popularity fueled by social media, trends, and conversations online and among content creators.
When done well, a rising tide lifts all boats. If you understand the intersection of all these forces, you can figure out how to make them work together. Thinking that one “wins” and the other loses is an old way of looking at it.
Are creators pushing into more “traditional” areas, or are more “traditional” stars changing to add more creator elements?
Benchansky We’re definitely seeing more traditional creators move into the mainstream, whether it’s in TV, film, acting or hosting. When you have a direct relationship with your audience, your path to other categories and platforms becomes a little easier.
