Next in Media: A Top Digital Talent Manager Talks About the Creator Brand Bubble, and Where to Find the Next 'Mormon Wives'

Host: Mike Shields
Guest: Scott Fisher, Founder and Partner of Select Management Group
Release Date: March 20, 2025

Introduction

In this episode of Next in Media, host Mike Shields engages in a comprehensive conversation with Scott Fisher, the founder of Select Management Group. As a pioneer in the creator economy, Scott offers valuable insights into the evolving landscape of digital talent management, the rise and stabilization of creator-led brands, and the strategic interplay between digital platforms and traditional media.

About Select Management Group

Scott Fisher provides a detailed overview of Select Management Group, highlighting its origins and growth. Founded 15 years ago, Select began by representing early YouTube stars like Tyler Oakley, recognizing them not just as influencers but as bona fide celebrities with the potential to diversify into various ventures.

“We started 15 years ago representing early days of YouTube talent and have since obviously grown to represent all kinds of talent across all types of social media, traditional talent, the whole gamut.”
[02:14]

Scott emphasizes the company's foundational thesis: treating social media personalities as real talent capable of expanding into consumer products, tours, and more, much like traditional celebrities.

Evolution of Creator Management

As the digital landscape evolved, so did Select Management Group. From managing 30 clients with a small team, the company has expanded to a robust team of 60 professionals handling over 450 clients. This growth underscores the increasing significance and monetization potential within the creator economy.

“We treated them the same. So they, I knew from day one would eventually do consumer products, would eventually go on tour, would eventually write books.”
[02:22]

Creator Brands and the Retail Strategy

A significant portion of the discussion centers on creators launching their own brands. Scott highlights early successes with brands launched between 2016 and 2019, which capitalized on both direct-to-consumer (D2C) strategies and retail partnerships.

One notable example is Sarah Chung’s beauty brand, which achieved remarkable success by integrating D2C efforts with retail distribution channels like Ulta and Amazon, and later leveraging platforms like TikTok Shop for viral sales.

“We set up brands between 2016 and 2019 because we saw that's where things were going and you were starting to see some of the early wins with celebrity founded brands.”
[10:13]

Scott advocates for a "retail-first" approach, arguing that while D2C offers control and direct engagement, established retail partnerships provide stability and broader market access.

The Creator Brand Bubble

Scott addresses concerns about a potential bubble in the creator-led brand space. He posits that the initial surge of creators launching brands led to market saturation, many without a genuine passion or strategic backing, resulting in diminished returns and operational challenges.

“I think the bubble burst a while ago for the creator brands, probably a year or two ago.”
[13:34]

However, Scott remains optimistic, suggesting that the market is now maturing with higher-quality, well-supported brands emerging from dedicated creators with substantial retail backing.

“The ones that are launching are the ones that really should be launching and they have significant retail backing and the creators put in a lot of work.”
[14:10]

Case Study: Secret Lives of Mormon Wives

One of the standout topics is the successful crossover of digital content into traditional media through the show "The Secret Lives of Mormon Wives" on Hulu. Scott narrates the genesis of the show, emphasizing the seamless integration of digital authenticity into a reality TV format.

“They were already in that mode of sharing that once they were in front of TV cameras, they just kept doing what was natural to them.”
[18:09]

The show’s success, with viewers binge-watching the first season in a single day, exemplifies how digital-native content can resonate with traditional TV audiences when executed with genuine digital sensibilities.

The Rise of YouTube as a Long-Form Platform

The conversation shifts to the evolving role of YouTube, with Scott highlighting its resurgence as a premier platform for long-form content. Contrary to the rise of short-form platforms like TikTok, YouTube has solidified its position by supporting diverse content lengths, including multi-hour podcasts and in-depth series.

“YouTube is the new television and the monetization is obviously can always be improved and keep growing, but it's pretty solid, especially compared to other social platforms.”
[22:19]

Scott contrasts this with TikTok’s focus on ephemeral, short-form content, noting that YouTube offers creators a more stable and controlled environment for building long-term audiences and businesses.

Social Commerce and Platform Dynamics

A significant trend discussed is the integration of social commerce within platforms, particularly TikTok Shop. Scott compares the adoption of live shopping features across platforms, acknowledging TikTok’s leadership in this space due to its adaptation of successful Asian models.

“TikTok did figure it out because they followed what had worked in Asia, obviously.”
[23:50]

He notes that while platforms like Instagram and YouTube are enhancing their social shopping capabilities, TikTok remains the frontrunner in integrating seamless purchasing experiences. However, he also points out the volatility of relying solely on a single platform, referencing TikTok’s brief shutdown as a cautionary tale.

Importance of Niche Creators

Scott emphasizes the value of niche creators, those with specific skills or dedicated audiences, over generalist influencers. Select Management Group has found that creators with followings between 500,000 and one million, who focus on specialized content like cleaning, homesteading, or healthcare, often deliver higher engagement and monetization rates.

“It's so much more effective to be an expert at something you do, even if it's cleaning, than it is to just be a general lifestyle influencer because they're kind of a dime a dozen.”
[26:01]

This niche focus allows brands to target highly engaged and specific audiences, enhancing the effectiveness of marketing campaigns.

Future Trends and Opportunities

Looking ahead, Scott predicts continued growth in the acquisition of creator-led brands by large conglomerates seeking to integrate innovative consumer products into their portfolios. He anticipates that brands will increasingly collaborate with creators not just for endorsements but as strategic partners in product development and curation.

“They want the outsider that changed something and then you have the established player that's bringing them under the fold.”
[15:10]

Moreover, Scott highlights the democratization of access to attention and monetization, enabling individuals from diverse backgrounds to create impactful content and derive financial benefits.

“It creates more opportunity for individuals, too… they’re able to actually help their families and give back to their community.”
[27:38]

Conclusion

In this insightful episode, Scott Fisher underscores the dynamic interplay between digital platforms, creator-led brands, and traditional media. As the creator economy matures, the emphasis shifts towards strategic partnerships, niche specialization, and sustainable business models. For brands and marketers, understanding these trends is crucial for navigating the ever-evolving media landscape.

Notable Quotes:

• Scott Fisher on Treating Creators as True Talent:
  “We treated them the same… build out a real business around them.”
  [02:22]

• On the Creator Brand Bubble:
  “I think we've reached peak creator brand and now the ones that are launching are the ones that really should be launching.”
  [14:10]

• Regarding YouTube’s Evolution:
  “YouTube is the new television… creators are nostalgic about how YouTube used to be.”
  [22:19]

• On Niche Creators’ Value:
  “The riches are in the niches because if you laser focus on an audience, that audience can be very valuable to a brand.”
  [26:01]

This episode provides a deep dive into the strategic management of digital creators, the maturation of creator-led brands, and the shifting paradigms of media consumption. Whether you're a marketer, brand strategist, or digital creator, Scott Fisher's insights offer valuable guidance for thriving in the modern media ecosystem.