{"id":2004,"date":"2026-06-17T18:38:10","date_gmt":"2026-06-17T18:38:10","guid":{"rendered":"https:\/\/uspropertymoves.com\/?p=2004"},"modified":"2026-06-17T18:38:10","modified_gmt":"2026-06-17T18:38:10","slug":"uta-is-all-in-on-creators-and-cannes-lions-is-where-its-making-its-case","status":"publish","type":"post","link":"https:\/\/uspropertymoves.com\/?p=2004","title":{"rendered":"UTA Is All in on Creators \u2014 and Cannes Lions Is Where It\u2019s Making Its Case"},"content":{"rendered":"
\n<\/p>\n
\n

\n\tCreators are having their moment \u2014 and Cannes Lions is no exception. Talent and brand advisory powerhouse United Talent Agency will debut UTA Beach at this year\u2019s International Festival of Creativity, marking its biggest presence ever at the event. The activation, it promises, will serve as \u201cthe premier creative hub and center of connection on the Croisette,\u201d bringing together 120-plus clients spanning film, television, music, sports, news and beyond.<\/p>\n

Read more Colman Domingo on Directing: \u201cI Don\u2019t Like to Hear the Word \u2018No\u2019\u201d<\/a><\/p>\n

\n\tAmong the UTA names adding star power to the Beach: Priyanka Chopra Jonas, Paris Hilton, Ashley Graham, Alan Cumming, Karlie Kloss, Draymond Green, Janelle Mon\u00e1e, Mike D, Kara Swisher, Adam Brody, will.i.am, Gunna, Johnny Harris and JB Smoove.<\/p>\n

\n\tA first-ever Creator Lounge will give more than 70 creator clients \u2014 across sports, fashion, food, lifestyle and news \u2014 space to work, connect and decompress. The roster includes Mel Robbins, Alex Cooper, Keith Lee, David Dobrik, Colin & Samir, Bran Flakezz, Katie Fang, Gstaad Guy and Jubilee Media, among others.<\/p>\n

\u201cUTA\u2019s expanded presence at Cannes Lions reflects the evolution of our business and the opportunity we see at the intersection of talent, brands, and innovation,\u201d says UTA CEO David Kramer. \u201cEvery sector of our business will be represented; from creators, sports and brands to comedy, filmed entertainment and music, underscoring the breadth of expertise and perspective we bring to our clients and partners.\u201d<\/p>\n

\n\tRaina Penchansky, co-head of UTA Creators and CEO and co-founder of Digital Brand Architects, and UTA client Brandon Edelman \u2014 aka Bran Flakezz, a comedy and lifestyle creator from Philadelphia \u2014 spoke with The Hollywood Reporter<\/em> about where the industry is headed.<\/p>\n

\nHow is the creator economy reshaping the relationship between brands, entertainment and culture?<\/strong>\u00a0<\/p>\n

RAINA PENCHANSKY <\/strong>Fundamentally, there\u2019s been a seismic shift in where audiences actually are now, and those audiences are driving purchasing, perception, zeitgeist, awareness \u2014 you name it. All of the key metrics are being shaped by the relationships that audiences are forming with brands and culture, and those relationships are largely being driven by creators.\u00a0<\/p>\n

\nHow is Cannes Lions this year proof of that?<\/strong>\u00a0<\/p>\n

\nPENCHANSKY<\/strong><\/strong> The massive influx of creators at Cannes Lions this year speaks volumes about where the industry is headed, and about brands\u2019 appetites for speaking with, learning from, engaging with, and building businesses alongside those creators. Brands are focused on the future of how to best reach their audiences, communities and consumers, and creators \u2014 who have a direct line to those audiences \u2014 are the most straightforward way to do that. So brands, media companies and platforms all want these direct relationships with audiences through creators, and that reality will underpin a lot of the conversations coming out of Cannes.<\/p>\n

\nHow\u00a0are partnerships evolving for you as a creator?<\/strong><\/p>\n

BRAN FLAKEZZ<\/strong> When I first started partnering with\u00a0brands, it used to be very \u201cone-off,\u201d one-and-done partnerships. Today, we are seeing more long-term deals, with multi-month-long contracts and deliverables.\u00a0Brands are really investing in me rather than just hiring me for a smaller, one-time campaign.<\/p>\n

\nWhat has made brands and others more comfortable working with creators?\u00a0<\/strong><\/p>\n

PENCHANSKY<\/strong> As the industry has shifted, people have become more comfortable with creators representing \u2014 and being the face of \u2013 brands and media platforms, and creators themselves are stepping into that role in a way that didn\u2019t really exist a decade ago.\u00a0<\/p>\n

\n\tCandidly, I think of that saying: sharks have to keep swimming or they die.\u00a0The same is true for the evolution of media, entertainment, brand and culture.\u00a0You can\u2019t really function in this landscape without a creator strategy, creator relationships, or a point of view on creators.\u00a0You need a real thought process for how you\u2019re going to build the next chapter of your brand story with creators at the center of it.<\/p>\n

Read more Brittany Snow Is Done Being Underestimated<\/a><\/p>\n

\nAs a creator, what are you doing more of or less of than 1-2 years ago? And why do you think that is?<\/strong><\/p>\n

FLAKEZZ<\/strong><\/strong> I am definitely doing a lot more speaking opportunities, networking events, and travel than I was one to two years ago. As I\u2019ve become a bit more senior in the content space, I now have\u00a0brands wanting to hire me for more than just video deliverables. For example, in Cannes this year, I am working with Meta to run through some of their activations and beach space with them and give them genuine feedback. Last year, we talked on the Forbes Stage and Ad Week stage \u2014 stuff I was never doing two years ago. I would say I\u2019m doing less \u201ccollaborations\u201d and more \u201cpartnerships\u201d with\u00a0brands now.<\/p>\n

\nHow and why, which seems quite apparent by now, is UTA doubling down, or tripling down, on creators at Cannes Lions?<\/strong>\u00a0<\/p>\n

\nPENCHANSKY<\/strong><\/strong> The \u201cwhy\u201d is straightforward: creators are at the cutting edge of entertainment. At UTA Beach, we\u2019re debuting a dedicated creators\u2019 lounge and on-site podcast studio, just two examples of how we\u2019re building spaces that reflect where the business is now.<\/p>\n

\n\tUTA has been in the creator business for 20 years \u2014 we were the first major agency to launch a creator practice, so we\u2019ve seen the conversation shift at the intersection of new media, content, engagement and brand building. There\u2019s been a real funnel change in how we think about creators \u2014 they\u2019re not just a layer in the culture ecosystem anymore \u2014 they\u2019re the foundation.<\/p>\n

\nSince it\u2019s all about creators, what\u00a0are you hoping to get out of the festival this year?<\/strong><\/p>\n

FLAKEZZ<\/strong><\/strong> Last year, I was a speaker, so it was a lot of preparation work. This year, it is all about network, network, network! I want to shake hands, meet people in real life, and I also want to have a lot of fun! Last year was my first time, so I was definitely nervous. Now that I know what to expect this year, I\u2019m ready to get the ball rolling.<\/p>\n

\nDoes the rise of creators also come with a decline of traditional film, TV, music and other stars?<\/strong>\u00a0<\/p>\n

PENCHANSKY<\/strong><\/strong> Not at all. Two things can be true at once. One area growing doesn\u2019t mean another gets minimized; it just means there are new vehicles for discovery. Look at what\u2019s happened with the massive success of creators like Markiplier or Curry Barker \u2014 both UTA clients \u2014 or any major blockbuster with buzz that has been fueled by social media, trends and conversations online and among content creators. <\/p>\n

When it\u2019s done well, a rising tide lifts all boats. If you understand the intersection of all these forces, you can figure out how to make them work together. Thinking one \u201cwins\u201d and the other loses is an antiquated way of looking at it.\u00a0<\/p>\n

\nAre creators pushing into more \u201ctraditional\u201d areas, or are more \u201ctraditional\u201d stars changing to add more creator elements?<\/strong>\u00a0<\/p>\n

\nPENCHANSKY<\/strong><\/strong> We\u2019re absolutely seeing more traditional creators move into the mainstream, whether that\u2019s into TV, film, acting or hosting. When you have a direct relationship with your audience, your path into other categories and platforms becomes a little easier.<\/p>\n

Read more \u2018Matlock\u2019 Writer Sues CBS Over Allegedly Racist and Sexual Comments<\/a><\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

UTA is doubling down on creators at Cannes Lions 2026, touting UTA Beach and invoking sharks. Read a preview with DBA CEO and creator Bran\u00a0Flakezz.<\/p>\n","protected":false},"author":1,"featured_media":2003,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[1655,1656,2,734],"class_list":["post-2004","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interesting","tag-cannes-lions","tag-cannes-lions-2026","tag-international","tag-uta"],"yoast_head":"\nUTA Is All in on Creators \u2014 and Cannes Lions Is Where It\u2019s Making Its Case - US Property Moves<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/uspropertymoves.com\/?p=2004\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"UTA Is All in on Creators \u2014 and Cannes Lions Is Where It\u2019s Making Its Case - US Property Moves\" \/>\n<meta property=\"og:description\" content=\"UTA is doubling down on creators at Cannes Lions 2026, touting UTA Beach and invoking sharks. Read a preview with DBA CEO and creator Bran\u00a0Flakezz.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/uspropertymoves.com\/?p=2004\" \/>\n<meta property=\"og:site_name\" content=\"US Property Moves\" \/>\n<meta property=\"article:published_time\" content=\"2026-06-17T18:38:10+00:00\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/uspropertymoves.com\\\/?p=2004#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/uspropertymoves.com\\\/?p=2004\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\\\/\\\/uspropertymoves.com\\\/#\\\/schema\\\/person\\\/f6dcb1ef8e64fe67b72b772b81aa822c\"},\"headline\":\"UTA Is All in on Creators \u2014 and Cannes Lions Is Where It\u2019s Making Its Case\",\"datePublished\":\"2026-06-17T18:38:10+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/uspropertymoves.com\\\/?p=2004\"},\"wordCount\":1215,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/uspropertymoves.com\\\/?p=2004#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/uspropertymoves.com\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/e319c7caa464c506213fe22dfa31435a.webp\",\"keywords\":[\"Cannes Lions\",\"Cannes Lions 2026\",\"international\",\"UTA\"],\"articleSection\":[\"Interesting\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/uspropertymoves.com\\\/?p=2004#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/uspropertymoves.com\\\/?p=2004\",\"url\":\"https:\\\/\\\/uspropertymoves.com\\\/?p=2004\",\"name\":\"UTA Is All in on Creators \u2014 and Cannes Lions Is Where It\u2019s Making Its Case - US Property Moves\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/uspropertymoves.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/uspropertymoves.com\\\/?p=2004#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/uspropertymoves.com\\\/?p=2004#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/uspropertymoves.com\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/e319c7caa464c506213fe22dfa31435a.webp\",\"datePublished\":\"2026-06-17T18:38:10+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/uspropertymoves.com\\\/#\\\/schema\\\/person\\\/f6dcb1ef8e64fe67b72b772b81aa822c\"},\"breadcrumb\":{\"@id\":\"https:\\\/\\\/uspropertymoves.com\\\/?p=2004#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/uspropertymoves.com\\\/?p=2004\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/uspropertymoves.com\\\/?p=2004#primaryimage\",\"url\":\"https:\\\/\\\/uspropertymoves.com\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/e319c7caa464c506213fe22dfa31435a.webp\",\"contentUrl\":\"https:\\\/\\\/uspropertymoves.com\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/e319c7caa464c506213fe22dfa31435a.webp\",\"width\":962,\"height\":541},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/uspropertymoves.com\\\/?p=2004#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/uspropertymoves.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"UTA Is All in on Creators \u2014 and Cannes Lions Is Where It\u2019s Making Its Case\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/uspropertymoves.com\\\/#website\",\"url\":\"https:\\\/\\\/uspropertymoves.com\\\/\",\"name\":\"US Property Moves\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/uspropertymoves.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/uspropertymoves.com\\\/#\\\/schema\\\/person\\\/f6dcb1ef8e64fe67b72b772b81aa822c\",\"name\":\"admin\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/50b1ad2e498f523425ee0a8cc5180a210646db1622662a3d56cc405d3e0c346a?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/50b1ad2e498f523425ee0a8cc5180a210646db1622662a3d56cc405d3e0c346a?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/50b1ad2e498f523425ee0a8cc5180a210646db1622662a3d56cc405d3e0c346a?s=96&d=mm&r=g\",\"caption\":\"admin\"},\"sameAs\":[\"http:\\\/\\\/uspropertymoves.com\"],\"url\":\"https:\\\/\\\/uspropertymoves.com\\\/?author=1\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"UTA Is All in on Creators \u2014 and Cannes Lions Is Where It\u2019s Making Its Case - US Property Moves","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/uspropertymoves.com\/?p=2004","og_locale":"en_US","og_type":"article","og_title":"UTA Is All in on Creators \u2014 and Cannes Lions Is Where It\u2019s Making Its Case - US Property Moves","og_description":"UTA is doubling down on creators at Cannes Lions 2026, touting UTA Beach and invoking sharks. Read a preview with DBA CEO and creator Bran\u00a0Flakezz.","og_url":"https:\/\/uspropertymoves.com\/?p=2004","og_site_name":"US Property Moves","article_published_time":"2026-06-17T18:38:10+00:00","author":"admin","twitter_card":"summary_large_image","twitter_misc":{"Written by":"admin","Est. reading time":"6 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/uspropertymoves.com\/?p=2004#article","isPartOf":{"@id":"https:\/\/uspropertymoves.com\/?p=2004"},"author":{"name":"admin","@id":"https:\/\/uspropertymoves.com\/#\/schema\/person\/f6dcb1ef8e64fe67b72b772b81aa822c"},"headline":"UTA Is All in on Creators \u2014 and Cannes Lions Is Where It\u2019s Making Its Case","datePublished":"2026-06-17T18:38:10+00:00","mainEntityOfPage":{"@id":"https:\/\/uspropertymoves.com\/?p=2004"},"wordCount":1215,"commentCount":0,"image":{"@id":"https:\/\/uspropertymoves.com\/?p=2004#primaryimage"},"thumbnailUrl":"https:\/\/uspropertymoves.com\/wp-content\/uploads\/2026\/06\/e319c7caa464c506213fe22dfa31435a.webp","keywords":["Cannes Lions","Cannes Lions 2026","international","UTA"],"articleSection":["Interesting"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/uspropertymoves.com\/?p=2004#respond"]}]},{"@type":"WebPage","@id":"https:\/\/uspropertymoves.com\/?p=2004","url":"https:\/\/uspropertymoves.com\/?p=2004","name":"UTA Is All in on Creators \u2014 and Cannes Lions Is Where It\u2019s Making Its Case - US Property Moves","isPartOf":{"@id":"https:\/\/uspropertymoves.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/uspropertymoves.com\/?p=2004#primaryimage"},"image":{"@id":"https:\/\/uspropertymoves.com\/?p=2004#primaryimage"},"thumbnailUrl":"https:\/\/uspropertymoves.com\/wp-content\/uploads\/2026\/06\/e319c7caa464c506213fe22dfa31435a.webp","datePublished":"2026-06-17T18:38:10+00:00","author":{"@id":"https:\/\/uspropertymoves.com\/#\/schema\/person\/f6dcb1ef8e64fe67b72b772b81aa822c"},"breadcrumb":{"@id":"https:\/\/uspropertymoves.com\/?p=2004#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/uspropertymoves.com\/?p=2004"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/uspropertymoves.com\/?p=2004#primaryimage","url":"https:\/\/uspropertymoves.com\/wp-content\/uploads\/2026\/06\/e319c7caa464c506213fe22dfa31435a.webp","contentUrl":"https:\/\/uspropertymoves.com\/wp-content\/uploads\/2026\/06\/e319c7caa464c506213fe22dfa31435a.webp","width":962,"height":541},{"@type":"BreadcrumbList","@id":"https:\/\/uspropertymoves.com\/?p=2004#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/uspropertymoves.com\/"},{"@type":"ListItem","position":2,"name":"UTA Is All in on Creators \u2014 and Cannes Lions Is Where It\u2019s Making Its Case"}]},{"@type":"WebSite","@id":"https:\/\/uspropertymoves.com\/#website","url":"https:\/\/uspropertymoves.com\/","name":"US Property Moves","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/uspropertymoves.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/uspropertymoves.com\/#\/schema\/person\/f6dcb1ef8e64fe67b72b772b81aa822c","name":"admin","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/50b1ad2e498f523425ee0a8cc5180a210646db1622662a3d56cc405d3e0c346a?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/50b1ad2e498f523425ee0a8cc5180a210646db1622662a3d56cc405d3e0c346a?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/50b1ad2e498f523425ee0a8cc5180a210646db1622662a3d56cc405d3e0c346a?s=96&d=mm&r=g","caption":"admin"},"sameAs":["http:\/\/uspropertymoves.com"],"url":"https:\/\/uspropertymoves.com\/?author=1"}]}},"_links":{"self":[{"href":"https:\/\/uspropertymoves.com\/index.php?rest_route=\/wp\/v2\/posts\/2004","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/uspropertymoves.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/uspropertymoves.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/uspropertymoves.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/uspropertymoves.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2004"}],"version-history":[{"count":0,"href":"https:\/\/uspropertymoves.com\/index.php?rest_route=\/wp\/v2\/posts\/2004\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/uspropertymoves.com\/index.php?rest_route=\/wp\/v2\/media\/2003"}],"wp:attachment":[{"href":"https:\/\/uspropertymoves.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2004"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/uspropertymoves.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2004"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/uspropertymoves.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2004"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}