Over the last several years, we have witnessed the stratospheric growth of social media platforms like Facebook, Instagram, YouTube and Snapchat. They have taken the advertising world by a storm. Companies are scrambling to understand the dynamics of promoting their businesses through social media and have turned to newly minted specialist agencies to guide them through the maze of choices, platforms and solutions.
Also new in the mix are the social media so-called “influencers” and stars who have popped up out of nowhere. These home-grown talents have made it through their own efforts and clever collaborations, shooting their own videos and photos and telling their stories directly to their fans and followers. Historically, the mega agencies, studios and moguls of the entertainment world could decide who had a chance to “make it” and who didn’t. Those times have now changed and no one can deny the power of an influencer that can directly tell their story or promote a product directly to millions of people.
I recently had the opportunity to speak with Barrett Wissman, chairman of IMG Artists and managing director of social media management firm Two Pillar Management. IMG Artists, a leading global arts and entertainment representation firm, was purchased by Wissman from IMG, the global entertainment monolith that recently merged with leading Hollywood agency WME. IMG/WME continue to own a stake in IMG Artists.
Most recently, Wissman co-founded the social media management firm, Two Pillar Management. He has also co-founded a new firm, Empower, in partnership with serial entrepreneur Robert Earl, to incubate, develop and operate businesses in partnership with celebrity talent.
Two Pillar Management has now become a major player in the social media game, which Wissman characterizes as an extension of his long-term experience advising live-attraction performers. Their list is impressive, representing talent with more than 50 million followers. It includes lifestyle adventurist Jay Alvarrez, You Tube star Andrea Russett, lifestyle guru Sazan Hendrix, actor and social media wiz Ray Diaz and Instagram stars and You Tube vloggers Murad and Nataly Osmann on the roster. Wissman is also Alexis Ren‘s partner in her own brand Ren Active.
Wissman said that until recently, influencers have been largely seen as the new pitchmen for companies, products and services. His feeling however is that unlike most traditional celebrities, they have a far greater opportunity in the…
