agencies are the thermometer of the entertainment business — and the business isn’t hot
If you really want to understand what’s going on in the entertainment world, look at talent agencies. Their job depends on deals — movies getting made, actors getting signed, creators landing brand campaigns. So when deal activity slows down, agencies feel it first. And right now, things are slow.
Since 2022, the traditional entertainment business — film, TV, even streaming — hasn’t fully bounced back. Studios are making fewer projects, budgets are smaller, and there’s a general sense of caution. As a result, agencies can’t rely on their old ways of working. They’re being forced to evolve — fast.
In India, the big shift is toward brand partnerships. Many agencies, which once focused only on actors or film talent, are now building out influencer and creator divisions. They’re helping brands find talent who can speak directly to young audiences, especially online. Earlier, this kind of work was seen as side business. Now, it’s become core. That changes what kind of talent gets represented. It’s not just about acting or writing skills anymore — it’s about who has reach, who gets engagement, and who can drive campaigns.
In the West, the shift is even more dramatic. Some top agencies are moving into private wealth territory. They’re offering services to ultra-rich clients that go way beyond booking roles — everything from startup investments to lifestyle management. In a way, they’re becoming part-agent, part-financial advisor. This is a big departure from the old model, where agencies were mainly connectors between talent and studios.
What this tells us is simple: the entertainment industry isn’t going back to how it worked before. Agencies — who depend entirely on deal flow — are adjusting because the center of gravity is shifting. And in doing so, they’re also helping drive that change forward.
It’s still unclear where this all leads. Maybe agencies become full-service brand consultancies. Maybe they fade out as platforms let creators work directly. Maybe AI changes what we even mean by “talent.” But one thing’s for sure — if you want to track where the industry is going, keep an eye on the agencies. They’re already living in the future.
— KOKAS
