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, a content services company 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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