What does a talent manager actually do, and what are creators completely getting wrong about the role?

This week on That Digital Take, host welcomes Kristen MacLellan, founder of Yesterday Agency, a Toronto-based talent and digital management firm she built from the ground up in 2021. Kristen has worked closely with creators, negotiated directly with brands, and built a sustainable business doing it which means she understands all three sides of the creator economy better than almost anyone. In this episode, Kristen pulls back the curtain on the creator-manager relationship: what managers do behind the scenes, how brand deals actually get made, and the very real ways creators are leaving money on the table right now.

She also gets honest about what makes a creator genuinely bookable in 2025 — and it may not be what you think. What you'll learn in this episode: → The real role of a talent manager (and what it's NOT) → How brand partnerships actually get negotiated → Why creators consistently undervalue themselves — and how to fix it → The subtle red flags that make managers and brands walk away → What makes a creator easy to sell to brands right now → How AI is changing contracts, negotiation, and strategy → Setting competitive rates — is there a real benchmark? → What types of creators will win over the next 1–2 years

Plus: a rapid-fire round covering the most overrated creator metrics, underrated revenue streams, and whether vloggers are actually making a comeback. Whether you're a creator looking to level up your brand partnerships, or just curious how the business side of the creator economy really works, this one is packed. Subscribe to That Digital Take wherever you listen to podcasts.

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creator economy, talent management, brand deals, influencer marketing, digital strategy, Toronto creators, content creator, tips podcast

What does a talent manager actually do, and what are creators completely getting wrong about the role?
This week on That Digital Take, host welcomes Kristen MacLellan, founder of Yesterday Agency, a Toronto-based talent and digital management firm she built from the ground up in 2021. Kristen has worked closely with creators, negotiated directly with brands, and built a sustainable business doing it which means she understands all three sides of the creator economy better than almost anyone. In this episode, Kristen pulls back the curtain on the creator-manager relationship: what managers do behind the scenes, how brand deals actually get made, and the very real ways creators are leaving money on the table right now.
She also gets honest about what makes a creator genuinely bookable in 2025 &mdash; and it may not be what you think. What you'll learn in this episode: &rarr; The real role of a talent manager (and what it's NOT) &rarr; How brand partnerships actually get negotiated &rarr; Why creators consistently undervalue themselves &mdash; and how to fix it &rarr; The subtle red flags that make managers and brands walk away &rarr; What makes a creator easy to sell to brands right now &rarr; How AI is changing contracts, negotiation, and strategy &rarr; Setting competitive rates &mdash; is there a real benchmark? &rarr; What types of creators will win over the next 1&ndash;2 years
Plus: a rapid-fire round covering the most overrated creator metrics, underrated revenue streams, and whether vloggers are actually making a comeback. Whether you're a creator looking to level up your brand partnerships, or just curious how the business side of the creator economy really works, this one is packed. Subscribe to That Digital Take wherever you listen to podcasts.
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creator economy, talent management, brand deals, influencer marketing, digital strategy, Toronto creators, content creator, tips podcast

That Digital Take uncovers the ever-evolving world of influencers—challenging the industry, harnessing its power, and exploring how it connects us all. Through the lens of pop culture and entertainment,Torri blends: Insider interviews with industry leaders, viral influencers/ creators, actors, and rising stars. Behind-the-scenes  storytelling from her own experience navigating the digital space. Actionable takeaways for listeners curious about how digital culture shapes careers, business, and society.

That Digital Take uncovers the ever-evolving world of influencers&mdash;challenging the industry, harnessing its power, and exploring how it connects us all. Through the lens of pop culture and entertainment,Torri blends: Insider interviews with industry leaders, viral influencers/ creators, actors, and rising stars. Behind-the-scenes &nbsp;storytelling from her own experience navigating the digital space. Actionable takeaways for listeners curious about how digital culture shapes careers, business, and society.

That Digital Take with Torri Webster

Kristen MacLellan, founder of Toronto talent and digital management agency Yesterday, joins That Digital Take to break down the business side of the creator economy — from how brand deals actually get negotiated to what managers are doing behind the scenes that creators never see.  Kristen shares what makes a creator genuinely bookable right now, where creators are consistently leaving money on the table, and the subtle red flags that make brands and managers walk away. She also gets into rate setting, AI's impact on contracts, and what types of creators she sees winning over the next two years.  If you work with brands, want to, or are thinking about what sustainable growth actually looks like — this episode is for you.