Director of Marketing Content at GRIN
The Inside Scoop on Influencer Talent Management
In this episode:
Founder at WIIM
From talent management to an obsession with technology and a knack for negotiations Jessy Grossman’s work has led to the creation of new opportunities for hundreds of influencers and brands. Jessy is a long-time entrepreneur in the entertainment and digital media space. She’s been quoted in Forbes and was awarded a spot in the “Influencer Top 50” by Talking Influence in 2020. In less than two years she created one of the fastest-growing new talent agencies in the country. Amidst unprecedented growth, the agency was sold in early 2020 and she pivoted to focus on her long-time passion project: Women in Influencer Marketing.
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Full episode details
“This is a relationship business… approach an influencer or manager on behalf of an influencer with, ‘I respect you guys as business people, as artists, as creators. And I’m approaching you as potential partners.’” – Jessy Grossman, WIIM
Influencer marketing works best when people form relationships, and the world of influencer talent managers is no different. On the influencer’s side, talent managers do not have a magic wand that will instantly propel an influencer to massive fame and success. The relationship requires trust, hard work and planning for the future.
On the brand side, talent managers and the creators they represent, need to be treated with respect. Brands who approach talent managers as partners will stand out from the rest, and be given more opportunities.
When influencers and brands work with talent managers, they should treat it as a business partnership. A strong business relationship includes doing your homework, looking for connection and commonalities, open communication, and being transparent about your expectations. Follow these guidelines when looking to work with a talent manager, and you will likely be able to form long-term partnerships that are rewarding and profitable.
“If you come to the table with all the operative information… 10 out of 10 times, a manager will say, ‘this person knows what they’re talking about. This is the type of person I want to work with. And I will work a little harder for you, knowing that you get it.’” – Jessy Grossman, WIIM
Breakdown of the GRIN Gets Real Podcast Episode 21
“The most successful influencers that I have worked with, it was a true partnership, meaning that… they were hustling so hard, just as we were.”– Jessy Grossman, WIIM
Jessy Grossman is a long time entrepreneur and her experience in the world of talent management, entertainment, and digital media has helped create new opportunities for hundreds of influencers and brands. Jessy has been quoted in Forbes and, in 2020, was listed in Talking Influence’s “Influencer Top 50.” After creating and selling one of the fastest growing new talent agencies in the country, she’s pivoted her focus to her passion project, Women in Influencer Marketing (WIIM). Jessy hosts WIIM’s podcast while cultivating WIIM’s exclusive Facebook community, casting services, recruitment, events and more. Jessy has a passion for influencer marketing in general, but talent managers are her “babies” and she is heavily invested in nurturing them towards success.
In this episode of the GRIN Gets Real Podcast, Katya from GRIN, talks with Jessy about everything related to working with talent managers. Jessy explains what a talent manager does, when in their career an influencer should hire a talent manager, and advice for both influencers and brands about finding the right talent manager and how to get them to work with you.
From her years of experience working as a talent manager and now consulting other talent managers, Jessy candidly shares what common mistakes people make, and how to avoid them.
“I think more managers should really drill down into what they’re best at, focus on that, and either develop a team for the other pieces, or outsource it.” – Jessy Grossman, WIIM
For influencers she suggests:
- Why you shouldn’t be blinded by the agency “name on the door.”
- When is too soon to start looking for a talent manager.
- The key to making connections and finding the right talent manager.
- How to elevate your content and get more respect in the industry.
- What qualities talent managers are looking for in the influencers they want to represent.
- How you can stand out from 99% of influencers when showing off your business to a prospective talent manager.
“So if you are approaching a talent manager and looking for representation, the number one thing that they are going to be most interested in is how have you made money thus far? Where do your relationships lie?” – Jessy Grossman, WIIM
She has lots of tips for brands as well, such as:
- How to personalize your emails so they stand out amongst the thousands.
- Exactly what information talent managers are looking for from brands they want to work with.
- The best way to find talent managers that specialize in the areas that match your marketing.
- How brands should determine what to pay an influencer per post… and tips on how to be economical and still find great talent.
- Why transparency is incredibly important.
- …and what sorts of requests will turn talent managers off of your brand.
Jessy believes that influencers are artists at their core, but they also have to act as business people if they want to be successful. As a business, influencers need to be clear on how they make money, and focus on long term relationships with brands. On the flip side, brands should offer ongoing opportunities for their influencers and invest in them as partners. Talent managers offer feedback and perspective to ensure these things happen successfully.
“The beauty of influencers is that… you’re always growing and the possibilities are sort of endless.” – Jessy Grossman, WIIM
Going into 2021, Jessy sees good things coming out of the industry as brands require more diversity and representation of all different races and ethnicities. In this podcast, she explains that anyone with an audience can be an influencer, and that influencers should appreciate the power they have, and always use it for good.
If you’re an influencer or a brand who’s looking to work with a talent manager, listen to this episode to hear tons of tips and insider knowledge. You’ll leave with a deeper appreciation for the potential of influencer marketing, and you’ll know how you can benefit from this potential.
So listen to the podcast now!
Quotes from this Episode
“Influences are entrepreneurs.”
“It’s way more about the person that represents you, versus the brand or the agency that represents you.”
“In this industry, in particular, people are very willing to voice their opinions, and people talk. So reputation is huge.”
“I think that using the term creator sort of gives a lot more respect to what they’re doing.”
“I’m so about people having those difficult conversations so that our industry could be on the right side of history.”
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