"Over her more than 15 years working in the talent management industry, Pamela Zapata has witnessed Black and Brown content creators undercharge for their services while being overlooked by brands in comparison to white influencers - despite generating higher media value. In an effort to change that narrative, she took matters into her own hands by starting talent agency Society 18."
"Traditionally, all it took was for your favorite celebrity to show up in a Pepsi commercial to encourage you to buy a bottle or a massive movie star to use a Nespresso machine to get you to add one to your shopping cart. Now, more companies and brands are leaning on influencers to help market and sell their products. And Hollywood is tapping viral names like Benito "Benny Drama" Skinner and Charli D'Amelio to carve out their TV slate."
Pamela Zapata started Society 18 in 2019 to address disparities faced by Black and Brown content creators who undercharge and are overlooked by brands despite higher media value. Zapata began without formal business experience and initially represented emerging creators in need of guidance. Society 18 has grown into a seven-figure agency representing over 30 clients, including Kwame Appiah, Marissa George, and Muneera Page. The firm focuses on securing equitable brand opportunities and compensation for creators of color while capitalizing on brands' increasing reliance on influencers and Hollywood's recruitment of viral talent. Zapata's work earned recognition on Forbes Next 1000 and Inc. 5000 lists.
Read at TheWrap
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