Kendall Gall used to have a good read on what creators should charge. Now, it’s a toss up. Half the quotes the talent agent sees are either inflated beyond reason or oddly underpriced.
Creator fees are getting bigger but the real story is the spread.
Where fees once mapped cleanly to scale — macro, micro, niche — those lines have blurred. Two creators with near identical followings can command radically different rates. With no clear benchmarks, pricing can — and often does — run on instinct, perception and whoever’s holding the purse strings that day.
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