The acquisition of talent agency LFM by Night could be the start of a huge turning point for the creator economy, with an undisclosed fee paid to join LFM to Night.
The merger of these two companies means that under 1 roof, Night will have some of the biggest and hottest influencers State-side, including the two-time “Streamer of the Year” winner, Kai Cenat, as well as Youtube sensation Jimmy Donaldson aka MrBeast. So what can we expect from the new bolster roster of Night?
Firstly, following in the footsteps of Logan Paul and KSI – MrBeast has quite recently launched his ‘Feastables’ range of goodies. With many influencers turning to a physical product, and more specifically, food & beverage ventures in recent months, it seems that while Night is sparing no expense when it comes to their talent list, they are also set to diversify their clients offerings to the wider public, completely shaking up the influencer industry and offerings.
Kai Cenat is now under Night Management
While historically, influencers have been known for their marketing and ad revenue on social media, there is definitely a new wave of influencers who want to control their own destiny, and with that the products and money they make by creating their very own brand. We’ve seen it work before, Kim K is the queen of influencer marketing, and it seems talent like MrBeast is quickly catching on to the idea.
So what are the benefits to influencers taking on their very own brand? Is the risk worth it? How easy is it actually?
Feastables, by MrBeast
If we look at this from the perspective of launching a brand with via the traditional process (with a business such as Night), they follow a specific route which is to raise capital to back the project. This can be quite a lengthy process, but the rewards are high, with investors placing money into you and your business. And while this sounds great, you may lose out on certain aspects of control, for example what direction you take the brand, how quick you can grow, or even as simple as sharing the majority of your business with a boardroom. Whereas Interruptive Studios work on an no upfront, revenue share model which means we can get the project up and running in a matter of weeks. Interruptive believe that holding the influencer at the forefront of the project, giving them the autonomy to create and direct the brand, creates a better connection with the audience.
Interruptive Studios are thought leaders in the UK on helping influencers and content creators build their very own business (if you don’t believe us, check out our case studies): https://interruptivestudios.com/case-studies/