What does it actually take to build a modern talent brand in a world where followers mean less, engagement means more, and creators now hold more power than the platforms and brands trying to use them?

In this episode of Building The Brand, James Burtt sits down with Jake Lee, founder of Alpha Talent Group, to unpack what is really happening inside the creator economy, celebrity talent management, and the new rules of influence. From managing major personalities and sports talent to navigating brand deals, reputation risk, platform shifts and long-term career planning, Jake gives a sharp behind-the-scenes view of an industry that many people still misunderstand.

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Jake explains why engagement matters more than follower count, why creators should think like business owners, why LinkedIn is wildly underrated, and why the smartest operators are planning for life beyond the current wave of attention.

He also opens up about working with high-profile names including Tommy Fury, how trust is built in the talent world, what brands still get wrong when working with creators, and why the future belongs to people who own their audience rather than just rent attention from traditional media.

In this episode, you will hear:

• Why owned media has become as powerful as, or more powerful than, traditional media

• Why follower count is often a vanity metric and engagement is what really matters

• How brands should brief creators if they actually want better content and better ROI

• Why talent management today has to go far beyond brand deals

• How creators can turn content into a genuine full-time career

• Why long-term planning matters for creators, athletes and founders alike

• How Alpha Talent Group thinks about trust, reputation and 360 management

• Why LinkedIn is one of the most overlooked platforms for creators and public talent

• What the future of sports creators looks like ahead of major events like the World Cup

• What happens behind the scenes when managing talent through public controversy and career-defining moments

Connect with Jake:

KEY MOMENTS:

0:00 – Why creator work can now be a genuine full-time career

01:07 – Jake Lee on building Alpha Talent Group across entertainment, digital and sport

05:32 – Why engagement matters more than audience size

09:07 – Has owned media now become more powerful than traditional fame?

10:00 – Why creators now hold more power in brand relationships

14:30 – How Alpha Talent approaches talent-first dealmaking

16:14 – Why the government is now taking creators seriously

22:23 – How brands are thinking more about ROI, conversion and performance

25:34 – Why the best metric is the one tied to the actual outcome

27:52 – Affiliate deals, hybrid deals and the changing economics of creator partnerships

30:00 – Why creators need stable income before taking bigger commercial risks

32:29 – Setting expectations with talent and treating content like a real profession

36:47 – Which platforms are working best right now for creators

38:18 – Why LinkedIn may be the most underrated platform in media and talent

41:18 – Why athletes and creators need to plan for life after the peak

45:15 – The real value of 360 management and trusted advisors

49:45 – Why talent agencies should build brand visibility without becoming the talent

53:21 – Managing Tommy Fury, public scrutiny and protecting talent through difficult periods

59:25 – The business of boxing, showmanship and selling attention

01:05:41 – Why Alpha uses a three-month trial contract instead of locking people in

01:11:09 – Why the best businesses often win by rejecting lazy industry norms

01:12:25 – The milestone moments that made Jake realise the business was real

01:21:15 – What Jake is most excited about in the next phase of the creator economy