How managers actually work
Most Creators don't understand the difference between agents and managers.
I know because I polled my audience a few months ago, and the results were all over the place.
Some people think they're the same thing. Others think agents are for Hollywood and managers are for Creators. A few told me they thought you needed both, but had no idea why.
Understanding the difference matters, because it affects who you hire, how much you pay them, and what you should expect in return.
Let's break it down.
The Basic Difference
Agents procure work. They pitch you to brands, negotiate deals, and take commission on what they close. Typically 10-20% of the deals they bring in.
Managers guide your career. They advise on which opportunities to take, help develop your content strategy, sometimes co-produce projects, and take commission on all your revenue. Usually 15-20% of everything you make.
That's the textbook answer.
In practice, it's messier.
Some managers do outbound pitching like agents. Some agents give career advice like managers. And plenty of people call themselves one thing while doing the other.
The real question isn't "what's the difference?" For the rest of this article, I'm just going to use the term "manager" as a catch-all.
The real question is "how good are they at their job?"
The 90/9/1 Framework
The quality of representation in the Creator Economy varies wildly.
After 15+ years in this space, I've noticed a 90/9/1 pattern:
Training & Background
90% have no formal training in media or representation
9% came up through digital media (MCNs, influencer marketing agencies, publishers)
1% trained in traditional Hollywood representation (agency mailroom programs, big management companies)
How They Get Deals
90% only handle inbound deals where a potential partner reaches out to inquire about a client
9% do cross-selling across their roster - e.g. "This client isn't available, but here is my roster, do any of them work?"
1% do true outbound pitching to proactively find opportunities for each individual client
How They Treat Buyers
90% act transactionally, just focusing on getting deals done without building personal relationships
9% do general meetings and show up at events, making an effort to be known in the space
1% actively cultivate buyer relationships - dinners, holiday gifts, doing favors
Scope of Work
90% only do brand deals, and don't advise or even entertain opportunities outside of those with cash payment upfront
9% handle some opportunities beyond sponsorships - e.g. negotiating minimum guarantees with merch or course platforms
1% offer full-service guidance - brand deals, affiliates, content syndication, product lines, IP development, the whole business
These are all different areas, and there are other important traits I haven't listed.
What matters isn't getting everything in the 1% - it's about getting the right traits for you in the 1%.
If all you care about is brand deals, then finding a manager in the 90% for scope of work and training but 1% for deal sourcing and buyer relationships is just fine.
If you're trying to launch a product line, it will probably be easier if you get closer to the 1% in scope and deal sourcing.
Want to get on Netflix? Someone with a 1% background and deal sourcing is going to be most helpful.
Optimize towards the 1% for the manager traits that will be most valuable to you.
If You're a Manager or Agent
The stronger you are in every category, the better you can serve your clients and grow your commission base. Here's how to be in the 1%:
Get trained. Take courses on sales, negotiation, and Creator business models. Join communities of other managers. Learn from people who've done this successfully.
Build real relationships with buyers. Not just "nice to meet you at the conference" relationships. Take people to dinner. Learn what they actually need and help them. Be someone they want to work with.
Do outbound. Waiting for inbound is the easy path, but it's also the path to mediocrity. Learn to pitch. Build systems for outreach. Create opportunities instead of just responding to them.
(My favorite story here - when my friend Gil Kruger started his management company, he took Justin Moore's Brand Deal Wizard. He's definitely in the 1% on sourcing.)
Think bigger than brand deals. Your client needs a business, not just sponsorships. Help them build it by paying attention to what's happening in the industry and actively investing time to learn about other revenue streams. It can be as simple as finding partners to refer clients to when they want to launch new businesses.
Expand your scope strategically. You can't do everything at once, but you can add one new skill or service at a time. This year, focus on brand deals. Next year, add content syndication. Year after, product and merch deals.
Great representation isn't about credentials or company name.
It's about managers treating their clients careers like their own careers…because in many ways, they are deeply linked.
What's your experience been with managers or agents? Hit reply and let me know.
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