WME Creator Labs and Live Nation Creator Nation Explained

WME and Live Nation both moved from representing creators to operating their businesses in the first two days of October 2026. WME launched Creator Labs on October 2 to run channel management and syndication for clients, and took a stake in Astra Media. A day earlier, Live Nation backed Creator Nation, led by Scott and Alexis Fisher, to acquire creator-management firms. Neither disclosed a dollar amount.

What did WME launch with Creator Labs?

WME launched Creator Labs as an in-house unit that runs the operations behind a creator's channel. It sits in WME's Digital Division and handles channel management, content syndication and related work for podcasters, creators and other clients, according to Net Influencer, which cited The Hollywood Reporter.

WME also made a strategic investment in Astra Media, a video strategy and operations company that has worked on projects involving Khloé Kardashian and Kevin Hart. The agency expanded its creator sales team, led by Doreen Dinour, to secure brand sponsorships and advertising for clients' content, per Drop Media. Early clients include soccer player Erling Haaland, who used the team to launch his YouTube channel and secure sponsorships.

What is Live Nation's Creator Nation?

Creator Nation is a company Live Nation is funding to buy and grow creator-management firms. Live Nation announced it on October 1, 2026, with co-founders Scott and Alexis Fisher leading it and a capital commitment of an undisclosed size, Music Business Worldwide reported. The first acquisitions are expected "in the coming months."

The Fishers bring two management businesses. Scott Fisher founded Select Management Group, which represents more than 500 creators with a combined audience above one billion and was fully acquired by Propagate Content in 2025. Alexis Fisher founded Timeline Management, which Live Nation bought a majority stake in during December 2024 and which keeps running separately, per Net Influencer. Live Nation said hiring is already underway for roles in creator strategy, commerce, touring, data and operations, Allwork reported.

Why are agencies becoming operators?

Agencies are moving into operations because creators increasingly own their own distribution. The Creator Economy Brief wrote that "creators are reorganizing as holding companies, and capital now follows the structure rather than the channel," in its October 5 issue. EPR's page on MrBeast's holding company shows the model at the top of the market.

In EPR's reading, an agency that runs a channel earns from operations and sales, not only from a commission on deals. That changes who controls the day-to-day relationship with the creator. EPR's profile of Night Media covers the agency side of the same shift.

What is still unknown about both deals?

Several basics are still unreported. Neither company disclosed an amount, WME has not said how Creator Labs charges clients, and Creator Nation has not named an acquisition target. Live Nation says Timeline Management will keep operating separately from Creator Nation, so the two businesses are not merging.

What should creator-facing PR teams do?

PR teams that work with creators should expect agencies to pitch more services and to buy more firms. EPR's guide to how creators get paid and the influencer marketing operators directory list the firms in play.