How creator talent agencies are evolving into multi-platform operators

The legacy agency model, long overdue for a reckoning, is finally being rebuilt from the ground up — with creators at the center.

The old agency model — brokering deals, manually sourcing talent and running slow, service-heavy operations that treated creators like traditional talent — came of age in a fragmented market. But that model is giving way to something faster, more scalable, and built around how creators actually operate today.

Take Shorthand Studios, an agency based in Los Angeles, which has worked with health content creator Nick Norwitz on his branding and testing strategies across YouTube and Substack for a year. He told Digiday that within the last year, the views on his YouTube channel have grown 442% and his subscribers have grown by over 650,000, while his Substack (written content, without video) has grown by almost 800%.

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