This Talent Agent Makes Sure Color Creators Get Paid Fairly

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Influencer marketing may be a relatively new employment sector, but it’s certainly not immune to the systemic disparities that minorities continue to face in the workplace.

A 2021 study found that the racial pay gap between BIPOC and white influencers is 29%. Between black and white influencers, this abyss widens to 35%.

The study also found that black nano and micro influencers (less than 50,000 followers) earning $27,000 per year outnumbered white influencers in the same category: 77% vs. 59%. At the macro-influencer level (over 50,000 followers), averaging over $100,000 per year, only 29% were black influencers and 41% were white.

These are the kinds of numbers that Annelise Campbell saw with her own eyes while working as a marketing agent for agencies including January Digital and Golin.

“I could see the pay gap, what brands were willing to pay, what creators were charging, who had direction, who didn’t have direction — I could see that gap right in my inbox,” Campbell said in one episode. of fast businessthe podcast of, Creative control. “After that, I was like, okay, somebody’s got to create something.”

So she did.

Annelise Campbell [Photo: Rell Rugely]

Campbell launched her management company CFG (Campbell Francis Group) in November 2019 with a particular focus on working with color makers, including beauty and lifestyle influencer Monica Veloz.

For Veloz, most creators see her as an OG, having been on YouTube for almost a decade. However, she only became a full-time designer in 2018 and admits she still doesn’t know a lot. But she fills in those blanks with CFG.

“Then to be able to give it to others and be like, y’all, it’s tea, y’all have to put it together, it’s so helpful,” Veloz says. “We need to create a community of knowledge, especially within the black community, because a lot of us don’t really have that.”

Check out highlights from Campbell and Veloz’s conversation below and listen to the full episode of Creative control on Apple Podcasts, Spotify, RadioPublic, Google Podcasts or Stitcher.

It’s good to get away

Campbell: “I remember having tough conversations with some brands, like my client is wearing a wig. She’s not going to use this product on her natural hair because her audience is going to say, that’s wrong. We don’t have never seen her natural hair before. Her hair is always in protective styles. Why would she use that, that way, now? I had to push back a lot of brands and say it didn’t work for that demographic. You have to trust them and let them lean into what they know works for their audience. If you’re not going then we can leave. It’s hard when you have an environment where black creators and creators of color have been so low priority. When the floodgates are opened, people are like, Oh my God, I can’t say no. How dare I? I finally have these opportunities. But it’s like, think about what you want long term.Is it about mar What real questions do you want to align yourself with? Or are you just taking it because the opportunity is available? »

Marks, adjust the blind spots you created

Campbell: “I’ve had conversations on behalf of clients where literally a brand rep would be like, ‘Well, we work with this girl every year, and she does. And I’m like, yeah, because you work with her every year. This is your first time talking to this audience segment. You have never spent time investing in this community. The probability from this precise moment that you would obtain immediate action is very low. . . . So, are you positioning color creators to succeed across your entire ecosystem? Or are you just throwing dollars at a problem? »

The creator economy is not for everyone

Monica Veloz [Photo: Juan Veloz]

Bike: “I’ve been in the game for almost 10 years. I became full time in 2018. And people are leaving their [full-time jobs]. It’s weird how now the industry gives the impression that anyone can do it. It’s not glamorous. I really hope that within the creative community they realize that it’s not enough to be cute and transition. There is a work ethic that must be enforced. I am six months pregnant. You think once that contract is signed, they’re like, ‘Oh, she has a moment? Oh.’ No, you have to get to work. You must have a level of work ethic that allows you to continue to have a successful career. So I hope the creator community, they realize that the power is definitely in their hands.

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