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Creator marketing is no longer a single channel with one clear job. A short video filmed in someone’s kitchen might be used as a paid ad, posted on a creator’s TikTok, added to a product page, sent in an email, or all of the above. That flexibility is useful, but it has also blurred two terms that brands often treat as interchangeable: UGC and influencer marketing. They can look similar on the surface. Both involve creators. Both can feel more natural than polished brand cont

Reach Talent Agency, took a strategic shift in its business model, announcing a partnership with global promoter Live Nation to produce a headline live event for the MOBO-nominated In My Opinion podcast. The event, taking place on September 6th at EartH Hackney Theatre, marks RTA’s evolution from a boutique talent management firm into a vertically integrated media powerhouse. By facilitating the move from digital IP to a major ticketed live event, RTA is demonstrating a new..

Influencer marketing is evolving. It's no longer enough to send products to creators and hope for the best. The brands seeing the greatest success today are treating creator marketing as a strategic marketing channel rather than a one-off campaign. A successful influencer marketing strategy starts long before you choose a creator. Start with your business objective Before thinking about creators or platforms, define what success looks like. Are you trying to: Launch a new pro