Initially, models were the primary driving force behind brand advertising and engagement. The evolution of the modeling industry, much like many other sectors, paralleled the technological advancements of society. From the invention of the light bulb enabling photography to the development of television, smartphones, and the internet revolution, the modeling industry has played a crucial role in shaping the Creative industry as we know it today.
In the 1960s, the modeling industry began establishing agencies, which later expanded globally due to legal complexities and differing legislations across countries. This growth also aligned with the industry’s core principle that a strong network equates to higher net worth, resulting in more clients, bookings, and revenue.
The 70s, 80s, and 90s modernized and laid the groundwork for the work processes still utilized by most agencies today, giving rise to essential roles within the institutions, such as model scouts and model bookers. Scouts are responsible for discovering new models, while bookers secure job opportunities for them.
The advent of smartphones and social media in the 2000s disrupted the traditional model, wherein agencies were the sole intermediaries between models and advertisers. Previously, agencies could leverage their unique positions to dictate prices and manage models according to their preferences.
Traditionally, models relied on magazine appearances to advance their careers. However, the advent of social media has disrupted the entire industry:
- By crafting innovative content and cultivating a polished social media presence, models can now directly capture advertisers’ attention.
- Marketers have the ability to easily connect with models and negotiate terms directly, effectively bypassing the middleman.
The technological advancements of the 2000s resulted in a loss of control for traditional modeling agencies and an outdated organizational system that struggles to align with the industry’s evolving production dynamics.
Consequently, many models now work independently, without exclusive representation by an agency, or opt for smaller agencies or individual agents who can offer customized services tailored to their needs.
Similar to the disruptive forces of Uber in the taxi industry and Airbnb in the hospitality sector, the modeling industry relies on the efficient transfer of information within its network (such as availabilities, measurements, and rates). However, the current organizational systems employed by most agencies create high costs and substantial barriers to entry for emerging creatives, ultimately limiting the market’s potential growth.
Based on our analysis of the shifting landscape in the creative industry, Creativesapp was conceived to address and alleviate the challenges posed by technological advancements and organizational changes, by providing a streamlined, innovative solution for the evolving needs of the Creatives industry.
In an era defined by same-day delivery, rapid transportation, and mobile apps offering comprehensive services, the creatives industry’s organizational structure lags behind. Today’s generation demands quicker access to information and tools that empower them to thrive.
The Creatives industry will not be exempt from this transformation. Soon, Creatives will be able to manage their bookings, networks, finances, and connections with other industry professionals through a single app. Artificial intelligence will streamline administrative tasks, enabling creatives to concentrate on their primary objective—creating.
