UTA’s Rosenbaum on How They ‘F–ked Up so Much Sh-t Early On’ to Find Success for Creator Clients

Oren Rosenbaum, co-head and partner of United Talent Agency (UTA) Creators, discussed the agency's early setbacks and the growth of the creator economy at TheWrap's AI Creator Day. He recounted how UTA has navigated the evolving digital talent business for over 20 years, acknowledging that "you f–ked up so much sh-t early on." The agency's pivot came when "you know YouTube and YouTube shows were lesser than and that’s not a conversation anymore," Rosenbaum noted.

With creators now a dominant force in entertainment, brands, studios, and streamers compete to attract top personalities. UTA's approach is tailored to each creator's goals, rather than focusing solely on monetary value. Rosenbaum stressed that deals should align with the individual's objectives, such as podcasting opportunities.

UTA has successfully partnered with Netflix for several creators' podcasts, including "Therapuss with Jake Shane" and "The Rotten Files." The team has been laying the groundwork with streamers, particularly Netflix, due to its innovative spirit and large audience. While specific performance details were not disclosed, he mentioned that some podcasts are "doing incredibly," even surpassing YouTube viewership.

Netflix's investment in creator and podcasting content in sports, true crime, and pop culture has yielded highly successful shows, although the agent did not provide specific viewerhip data.

Rosenbaum emphasized the growing trust between creators and traditional media platforms. Creators understand their audience's preferences and can create content that transcends platforms. Beyond studios and streamers, partnerships extend to SiriusXM and iHeart Radio, which support podcasting through licensing, monetization, and distribution.