The short version
Entertainment 360, a Los Angeles talent management company, has acquired Brigade, a creative management firm that represents digital talent such as Substack writers, podcasters, and influencers, according to The Hollywood Reporter. Brigade founder Max Stein becomes a partner at Entertainment 360 and brings his team and clients along. Those clients include Leandra Medine Cohen, Emily Sundberg of the "Feed Me" newsletter, and the hosts of the "How Long Gone" podcast.
Entertainment 360 plans to use Brigade to land brand deals and partnerships for digital talent, and to pursue opportunities in publishing, podcasts, and traditional media. The deal fits a wider pattern of creator talent management consolidation this year, including Fixated's purchase of a Roblox-focused agency and Night's $70 million raise.
My take
We will see more deals like this as firms notice that while creators have an audience they need help to scale. It is much like the early music industry where a studio manages a stable of creators to scale their own business. As a creator make sure you read the fine print. Who owns the IP? Who makes the creative decisions? Can you turn down a sponsor you fell that does not allign with your own brand?
Source: Net Influencer. The summary above is my own; read the original for the full story.