For years, creators had a peripheral presence at Creative Artists Agency, a Hollywood talent giant. Now, they are taking center stage. Trisha Paytas, a digital star, is among CAA’s expanding list of creators.

Previously, these creators were not a focal point. A 90-minute meeting held at Creative Artists Agency in March was indicative of changing times. Sixteen individuals were present around a conference table, with additional participants visible via video. Such gatherings once occurred only for prominent directors or actors.

Dhar Mann, a digital creator with over 170 million followers, attended this meeting. Signed by CAA in 2021, Mann found it surprising to receive such attention from the agency. The meeting included agents from various CAA departments, demonstrating the agency’s commitment to Mann and other creators.

Recently, CAA is quickly moving to expand its creator division. This includes signing high-profile creators and hiring specialized agents from competitors. Significant additions to their roster include the Stokes Twins, Ben Azelart, and Rebecca Zamolo, each with their own massive follower counts.

To support this strategy, CAA brought on new agents like Greg Goodfried, formerly of United Talent Agency, and Kendall Ostrow from YouTube. Their expertise bolsters CAA’s efforts to capitalize on the booming creator economy.