KEY POINTS
  • Hollywood agencies are seeking out talent on TikTok, hoping to harness their large and loyal followings.
  • These agencies are building mini-media empires around these creators and taking the strategies these digital influencers use and applying it to bolster the careers of the agencies' already established clients.
  • Gen Z has become a pivotal audience for Hollywood. Not only is this young generation coming of age as consumers, but they are also driving major trends for older generations.
In this photo illustration a TikTok logo seen displayed on a smartphone with stock market percentages in the background.

When TikTok creator Boman Martinez-Reid first got an email from Creative Artists Agency he ignored it. As an Ontario native, he saw the acronym CAA and assumed it was CAA Insurance, a major car insurance company in Canada.

It was only after a TikTok representative contacted him that he realized he was being courted by one of Hollywood's top talent agencies.