Subvolts take Understand the business behind internet stars and their growing empires. Jul 6, 2026 - Business
- Learn how top talent agencies build and manage businesses for online creators.
- Everyday users
- Understand the business operations behind your favorite online personalities.
This episode provides a solid interview with key figures in the rapidly growing creator economy business.
Inside the big business of the creator economy, with Ali Berman and Raina Penchansky
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From Subvolts
Summary and analysis by Subvolts editorial, AI-assisted.
Decoder interviews Ali Berman and Raina Penchansky, leaders of United Talent Agency's Creators Division. They discuss identifying emerging talent, building creator businesses, and the practicalities of being a top online personality. The conversation explores how UTA supports major influencers in navigating the evolving digital landscape.
This episode talks with agents who represent big online stars. They explain how they find new talent and help creators build lasting careers. It shows how the internet's biggest personalities run their businesses.
This episode offers insight into the business infrastructure supporting online creators, a sector rapidly expanding. It's for anyone interested in the business side of digital content, from aspiring influencers to investors. While not directly about AI models, it touches on how AI tools might impact creator workflows and business models, a relevant undercurrent as frontier labs develop more sophisticated content generation and analysis capabilities.
- HostNilay Patel
- GuestAli BermanCo-Head of the Creators Division, United Talent Agency
- GuestRaina PenchanskyCo-Head of the Creators Division, United Talent Agency
- Episode Title: Inside the big business of the creator economy, with Ali Berman and Raina Penchansky
- Show: Decoder with Nilay Patel
- Length: 68 minutes
- Guests' Organization: United Talent Agency (UTA)
Today I’m talking with Ali Berman and Raina Penchansky, who run the Creators Division at United Talent Agency. UTA is an enormous talent agency, and Ali and Raina's creators division represents some of the biggest creators and influencers in the world.
So I really wanted to know how Raina and Ali identify up-and-coming talent, how they work with that talent to build durable businesses, and what the machinations of being a top creator actually look like in practice.
Read the full interview transcript on The Verge.
Links:
- The power brokers behind the $250B influencer economy | Wall Street Journal
- The Influencer Cliff | Carmen Vicente (TikTok)
- UTA Unveils Upscale Office for Creators | The Hollywood Reporter
- YouTube Stars Breach Hollywood’s Most Gilded Gate | New York Times
- CAA, TPG form holding company to acquire creator-led businesses | Variety
- How creator talent agencies are evolving into multi-platform operators | Digiday
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Credits:
Decoder is a production of The Verge and part of the Vox Media Podcast Network.
Decoder is produced by Kate Cox and Nick Statt; this episode was edited by Xander Adams. Our editorial director is Kevin McShane.
The Decoder music is by Breakmaster Cylinder.
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Questions people ask
- Who are the guests on Decoder?
- The guests are Ali Berman and Raina Penchansky, who run the Creators Division at United Talent Agency (UTA).
- What does UTA's Creators Division do?
- They represent some of the world's biggest creators and influencers, helping them build durable businesses and navigate their careers.
Page generated Oct 19, 2026. Summaries are Subvolts' own; the audio, artwork and notes belong to The Verge.