Hollywood’s Creative Artists Agency (CAA) is undergoing a transformation. Once, creators were on the periphery at this powerhouse talent agency. Now, they’re stepping into the spotlight. Trisha Paytas, a prominent figure in the digital world, has joined CAA’s expanding lineup of creators.
In a strategic meeting held at CAA in March, the agency’s focus on creators became evident. Sixteen people gathered around a conference table, with three more joining via video. It was a key session focusing on Dhar Mann, a digital creator boasting over 170 million social media followers. CAA Creators, a division established to cater to such nontraditional talent, led the meeting. In attendance were agents from various departments, including scripted television, film, reality TV, publishing, and brand marketing.
Dhar Mann, 42, found himself at the center of Hollywood’s attention—a stark contrast to his past experiences. His 2021 signing with CAA came at a time when digital stars were part of the talent roster but not the core focus. Historically, such all-agent gatherings were reserved for A-list directors or actors, Mann reflected.
The evolving landscape within CAA indicates that creators have moved from Hollywood’s margins to its core. The agency is rapidly expanding its creator business, signing big names, and recruiting creator-focused agents from competitors. This includes individuals like the Stokes Twins, known for their elaborate pranks with 140 million followers, Ben Azelart with extreme challenges and 51 million followers, and Rebecca Zamolo, who produces playful family-oriented videos for her 23 million followers.
CAA is not merely adding names. It’s a strategic repositioning aimed at placing creators at the forefront of its operations. Notable additions to the agency team include Greg Goodfried from United Talent Agency and Kendall Ostrow from YouTube.