Podcast Summary: "How Leanne Perice Is Building the Future of Creator Management at Made by All"

Podcast: Next in Media
Host: Mike Shields
Guest: Leanne Perice, Founder and CEO, Made by All
Date: February 24, 2026

Episode Overview

In this episode, Mike Shields sits down with Leanne Perice, founder and CEO of Made by All, a talent management agency redefining how creators are managed and elevated into mainstream prominence. The conversation ranges from Leanne’s early career roots in celebrity endorsements and digital communities to the structural evolution of creator management, the convergence of Hollywood and the creator economy, and actionable strategies for brands and creators. Leanne emphasizes her vision for “Creator Hollywood,” shares industry insights, and delivers candid advice for both creators and brands facing rapid change in media, marketing, and advertising.

Key Discussion Points & Insights

Leanne’s Career Journey: From Tumblr to Talent Management

• Early Digital Passion and Industry Entry

  • Leanne was drawn to management from a young age, fascinated by online identity via AOL and Tumblr. Her experience following fashion bloggers inspired her to connect with digital creators.
  • First job at a boutique celebrity endorsement agency gave her exposure to Hollywood deal structures. She quickly recognized the rise of digital influencers like Vine and Tumblr stars, signing them for endorsement deals as early as 2014–2015.
  • Quote:
    “I did my first deal in 2014, early 2015, for $1,000. Those deals stacked every week, and it was like 10k, 15k, 25k. And I'm like, wait a second, there's business here.” — Leanne, [00:00]

• Founding Made by All & Defining a New Approach

  • Founded Made by All nine years ago to help creators become household names and construct what she terms "Creator Hollywood"—a new blueprint for talent development and monetization.
  • Maintains a deliberately small, global roster for high-touch, holistic management.
  • Focus is not just on deal brokering, but on optimizing creators’ careers with strategies for monetization, personal branding, red carpets, and strategic collaborations.

The Evolution of the Creator Economy & Brand Engagement

• What Sets Creators Apart for Brands

  • Leanne coins the acronym "DASI":
    • Distribution, Attention, Storytelling, and Impact
    • Creators provide far more than just reach—they bring authentic engagement and narrative power.
  • Quote:
    "Our creators offer brands and celebrities distribution, attention, storytelling and impact. For the first time, brands are waking up to the fact that creators...can also now add different value sets to the brand." — Leanne, [07:18]

• The Maturity Gap in Brand Relationships

  • Brands increasingly see the value in deep partnerships, not just campaign ROI. However, high turnover among brand executives (especially CMOs) disrupts continuity.
  • Quote:
    "The brand executives, they shift so often...even when you catch momentum it changes so fast." — Leanne, [08:58]

• Example of Deep Brand Collaboration

  • Brands such as P&G, Old Spice, Paramount, and the NFL have built long-standing, innovative relationships with her clients. Collective content creation often outperforms isolated work.
  • Notable Success:
    "Six clients traveled to Vegas for the UFC fight with Paramount...they did an additional post just for fun. That additional post had over 1.5 million likes, over 30 million views, and 20,000 comments just in the initial first 48 hours." — Leanne, [21:11]

Bridging Hollywood and the Creator Ecosystem

• Two Separate Worlds—For Now

  • Hollywood and the creator economy operate on distinct financial models and speeds, leading to a challenging but necessary convergence.
  • Quote:
    "Creators move at an alarming speed versus Hollywood...But when the worlds actually do collide, which is our goal and vision, it will look much different." — Leanne, [13:41]

• Implications of Platform Shifts and TV Integration

  • Platforms like YouTube, TikTok, Netflix, and even the Oscars are increasingly embracing creators and streaming as pathways to audience relevance.
  • Leanne is bullish on YouTube’s long-form monetization structure but sees opportunities (and challenges) with other platforms moving into CTV and traditional TV spaces.

The Future: Specialization, AI, and Market Expansion

• Role of Management vs. Agencies

  • Leanne sees true management (vs. just brokering deals) as a differentiator, especially since each creator's brand and voice are unique—a “cookie-cutter” approach doesn’t work.
  • Leverages close relationships, small rosters, and deep advocacy for creators’ vision and output.

• Technology, Process, and AI

  • The creator economy remains fragmented, but emerging technology and AI promise to make discovery, negotiation, and campaign attribution more precise and scalable in the years ahead.
  • Platforms like Komi and influentials are cited for their role in automating and expanding creator-brand matchmaking.

• Global Focus and Regional Metrics

  • Made by All is expanding internationally, with a new Dubai office opening to serve Middle Eastern markets. Leanne calls for more local/regional data from platforms to better align content and campaigns with specific audiences.
  • Quote:
    "The platforms should have, like, okay, if you want to look at Dubai region, you should be able to flip to that region and see what creators are there...I would love to see deeper metrics per city." — Leanne, [23:49]

Notable Quotes & Memorable Moments (with Timestamps)

• On the Creator Business Opportunity:
  "I did my first deal in 2014, early 2015, for $1,000. Those deals stacked every week...there's business here." — Leanne, [00:00]

• On Building Relationships and Business Continuity:
  "In order to have great revenue, we need to have great relationships. So for me, it's one and the same. And I think brands who understand that...they'll win." — Leanne, [19:56]

• On Industry Change:
  "This period of time will be studied in history, in the media books." — Leanne, [00:00] and [11:36]

• On Differentiated Management:
  "You can't blanket negotiate for someone unless you truly understand their process...That's why management has more a bigger success rate in this, in the future of the creator space." — Leanne, [15:54]

• On Platform Evolution & TV:
  "YouTube is the best offering. Simply because they offer long form...the ad revenue on YouTube is tremendous." — Leanne, [25:52]

• On Brand Distribution:
  "I think brands should look at their own social platforms as an opportunity to develop their own distribution community and storytelling engine...they could use creator to really amplify their owned and operated social platforms." — Leanne, [27:40]

Segment Timestamps

• 00:00-03:30 – Leanne’s career origins and inspiration from digital spaces
• 03:31-06:50 – Transition into the creator economy; early deals and the Hollywood playbook
• 07:18-09:50 – Brand engagement evolution; DASI framework; examples of deep partnerships
• 11:36-14:30 – Hollywood convergence, structural industry differences
• 15:35-16:27 – Negotiating brand deals: management vs. agency approach
• 16:59-19:23 – AI, discovery platforms, and the need for process evolution
• 19:56-22:48 – Relationship building, long-term brand collaborations, specific examples (Paramount, NFL)
• 23:49-25:03 – Platform localization, need for deeper metric tools
• 25:24-27:26 – YouTube on TV, the future of format, platform experimentation
• 27:40-28:24 – Closing advice for brands; power of creator-driven brand storytelling

Key Takeaways

• True creator management requires holistic, individualized strategy—beyond just securing brand deals.
• Brand and creator relationships, built through intentionality and mutual understanding, drive sustained business growth.
• The intersection of Hollywood and the creator economy represents both opportunity and friction—each needs the other to evolve.
• Brands and platforms must go beyond surface-level engagement, leveraging creators for storytelling, community, and long-term impact.
• The future of the creator economy is global, fast-moving, and increasingly data-driven, demanding more advanced metrics and regional focus.

This detailed overview captures the major themes, actionable advice, and memorable quotes from Leanne Perice’s conversation with Mike Shields, providing a comprehensive resource for those navigating the fast-evolving creator-management landscape.