The OG Creator Manager on What's Actually Coming Next | Behind The Growth

He started Gleam Futures in 2010 after emergency brain surgery, from a Costa Coffee, in an industry that didn't have a name yet. He went on to build the careers of Zoella, Mrs Hinch, Grace Beverley, Alfie Deyes and more, before selling up and walking away. In Episode 8 of Behind the Growth, host Laura Donadio sits down with Dom Smales, founder of Gleam Futures, Europe's first creator management agency, and the man now coming back for round two. Dom is sharp, honest and sharing all his thoughts on where the creator economy went wrong, and where it's going next. He talks about the era of building IP before brand deals existed, navigating cancel culture on a weekly basis, and why selling Gleam was probably the biggest mistake he ever made. He also shares why the sponsored post as we know it is dying, why short form content is almost invisible to AI while YouTube isn't, and why there is still a massive opportunity for creators, if they stop chasing the quick check and start building something that actually lasts. In this episode: Emergency brain surgery at 34 and the epiphany that started everything Spotting Pixiwoo on YouTube before the word influencer existed — and what he actually saw Four years convincing doubting rooms that social media was real before anyone believed him Building IP from day one: makeup brushes, books, tours and movies — while everyone else chased brand deals The toxicity wave of 2016 and managing national press crises on a weekly basis "I wouldn't sell my business" the shoulda woulda coulda that still stings Why the brand deal as we know it is dying and what brands need to do instead Short form is almost invisible to AI. YouTube isn't. What that means for creators right now. "There's a sh\*t ton of money being left on the table" on the state of talent management today Why he's coming back and what WinnieWood is building next If you're interested in talent management roles or working with Dom's new venture, reach out to: lyndsey@domsmales.com Follow Dom Smales: LinkedIn: Dom Smales Instagram: @domsmales