The Only Agency buys The Blogger Agent to grow creator business
The Only Agency, the Los Angeles-based firm for stylists and other behind-the-camera talent, has acquired The Blogger Agent, the London-based agency for digital creators and influencers. The deal extends its global business representing creators, people who earn a living by posting videos, photos and paid brand deals online, WWD reported on 23 September. Financial terms were not disclosed.
The Blogger Agent works across the U.K. and Europe. It was founded in 2015 by Claudia Bish. It specialises in digital creators and influencers who build audiences on social platforms and work with fashion, beauty and lifestyle brands.
Its current roster reaches a combined audience of more than 100 million followers. The total adds up followers across all of its clients. It is a measure of reach rather than a single account.
The Blogger Agent will continue to operate under its existing name. Its London-based team is joining The Only Agency. The arrangement keeps a familiar name for clients while moving staff into a larger group.
The Only Agency was founded by Kent Belden. Belden serves as chief executive officer, the senior manager in charge of day-to-day running. He built the firm around stylists and image-makers rather than actors or musicians.
Its roster includes Law Roach, Brett Alan Nelson and Dani Michelle. Stylists choose clothes and shape public looks for red carpets, magazine shoots and tours. Agencies typically find work for such clients, negotiate contracts and take a commission.
The Only Agency is headquartered in Los Angeles. It has a presence in New York, Nashville, Miami, London and the Middle East. That footprint covers entertainment centres in the United States as well as operations beyond it.
Bish will help lead expansion in the United States and the Middle East after the deal. The role places the founder of the acquired agency in charge of finding new clients and deals in those markets. It connects a European creator base with work in those two regions.
For followers, the change is largely behind the scenes. Videos and posts will still appear in familiar feeds. The deal concerns who negotiates contracts and plans the next steps in a creator's career.
