CAA readies expansion into UK creator market

Creative Artists Agency is the latest US talent heavyweight to mull an expansion in the UK as it seeks to strengthen its creator representation business amid intensifying competition.

The Los Angeles-based firm is understood to be exploring ways to grow its creator stack in London, either by hiring additional UK-based agents or acquiring a boutique British agency, according to Deadline. The move reflects a broader push by US agencies to establish a stronger on-the-ground presence in what is widely seen as the world’s second-largest creator market after the US.

CAA is the latest US agency to shore up its talent base in the UK. Earlier this year, United Talent Agency expanded its London-based creator division, signing UK creators Jack Edwards, Madame Joyce and Lewis Goodall as part of its international growth strategy. 

William Morris Endeavor has also increased its exposure to the UK creator market, last year signing Love Island alum Uma Jammeh.

London’s creator-talent scene is currently enjoying a period of acceleration,  fuelled by the growing integration of creators into mainstream media and advertising.

According to Deadline, CAA’s potential UK expansion is being overseen by Brent Weinstein, who joined the agency in May and leads its mergers and acquisitions and investment activities. While no formal plans have been announced, the discussions underscore the strategic importance agencies are placing on creator representation as a long-term growth engine.

CAA already represents major British creators internationally, including Chicken Shop Date host Amelia Dimoldenberg and multi-hyphenate entertainer KSI. Any move to scale its UK-based creator operation would place it in more direct competition with rivals that have already established local creator teams in London.