Leanne Perice, the founder and CEO of MADE BY ALL, has spent nearly a decade positioning digital talent with what she describes as “the same intentionality of the biggest celebrities in the world.” 

Now, she is formalizing that vision under a new banner: “Creator Hollywood™.”

Founded in 2017 in Los Angeles, MADE BY ALL began as a talent management company focused exclusively on creators at a time when most traditional agencies remained centered on film, television, and celebrity endorsements. Today, the company manages 40 creators and operates across management, brand partnerships, venture investing, and a recently launched creative studio division.

Leanne’s latest move reframes the company’s long-standing mission. Rather than funneling creators into Hollywood’s legacy system, she is building a parallel infrastructure around them.

From Management Company to Cultural Infrastructure

Leanne founded MADE BY ALL after working in traditional celebrity-endorsement and brand-partnership roles, including early experience at Interscope Records. When she began signing digital creators in 2014 and 2015, the term “Creator Economy” had not yet entered mainstream business language.

At the time, she says, agencies required education. “I had to do a lot of foundation work when speaking to agencies and explaining to them why they should spend money on my creators on social media.”

The market has shifted significantly. “I think the whole world is finally waking up, especially legacy entertainment in Hollywood, to the fact that creators offer four things: distribution, attention, storytelling, and impact.”

Those four pillars underpin MADE BY ALL’s long-term strategy. Rather than treating creators as campaign vehicles, Leanne positions them as distribution engines with cultural influence. In the past two years, she notes, celebrities have begun reaching out to collaborate with her clients.

“We’ve seen an influx of celebrities contacting us to be featured in our clients’ videos,” she says. “They need to keep relevancy and stay in the conversation.”

The convergence between legacy celebrities seeking digital reach and creators seeking cultural legitimacy forms the foundation of what Leanne calls “Creator Hollywood™.”

What ‘Creator Hollywood™’ Actually Means

Leanne began using the term last year and has trademarked it. The concept is not about helping creators break into Hollywood’s existing system. Instead, it is about restructuring the relationship entirely.

“It’s really about developing deeper levels of IP for our creators’ channels because the attention and eyeballs are already there,” she says. “When given the right tools, we can develop IP that the company helps market, produce, and finance.”

In this model, Leanne notes, creators are not auditioning for studio approval. They are building franchises within their own ecosystems, potentially licensing content outward rather than relying on traditional gatekeepers.  

The Power Shift: Who Holds Leverage Now?

Leanne sees the current moment as a structural turning point.

“The biggest shift in media is happening at this very moment in time,” she says. “Everything is shifting in real time. This is the biggest shift in our generation.”

Historically, television networks and major studios curated culture. Today, she argues, distribution is decentralized. “It implies that legacy Hollywood doesn’t dictate who’s next. Communities will. Apps will. It allows the power to be decentralized.”

In Leanne’s view, leverage has shifted to “people with followings.” But follower count alone is insufficient. Sustainable power, she says, comes from community depth and attention capture.

“I think it’s the ability to capture someone’s attention and then keep them really focused whenever they watch your page,” Leanne says. “That power is when you show up every day and post, and the content works.”

She points to creators with 50-70 million audiences who maintain consistent engagement across formats. From her perspective, once creators reach that level, the entertainment system must adapt around them.

The MBA Framework: Turning Creators Into Household Names

MADE BY ALL operationalizes its strategy through what Leanne calls the “MBA” framework, an acronym for the company’s core pillars.

The “M” stands for meaningful content. “Making sure that our clients have meaningful content, making sure that their foundation is strong,” she explains. That includes positioning creators clearly in brand conversations and orchestrating organic celebrity collaborations.

Over the past two years, Leanne says, her clients have worked with figures including Oprah Winfrey, Jennifer Aniston, Messi, and Jack Black. The strategy positions both parties within shared cultural narratives.

The “B” represents brand amplification. Leanne describes a highly systematized outbound approach: “We email five to six thousand brands every week,” sharing updates about client activity and upcoming opportunities. The goal is clarity: helping brands understand precisely why audiences follow each creator.

The final “A” stands for access. “We really make sure that we’re providing our clients the right access globally,” she says. That includes appearances at major cultural events such as the Super Bowl, FIFA World Cup, UFC fights, and film premieres.

For Leanne, becoming a “household name” means recognition across generations. “It’s about people knowing that creator’s name across all generations,” she says. “They know your name, and they know what you stand for.”

Scaling Without Losing Control

Despite its ambitions, MADE BY ALL has chosen to remain intentionally small. 

“Our roster currently is at 40 clients,” Leanne says. “Most big-scale management companies have 500. I just don’t think that’s very [aligned] for us. When identifying the top creators, less is more.”

The company also operates a venture arm that helps creators invest, sit on advisory boards, or develop products. “Once you have an audience and a community, you really just have endless opportunities,” she says. “It’s about how they show up and where their interests lie.”

That expansion into equity deals and ownership reflects Leanne’s belief that creators should not be limited to sponsorship revenue alone.

The Mental and Operational Demands

Leanne does not face away from the pressures creators face. 

“There’s a lot of pressure to deliver and show up,” she says. “I’ve seen a lot of creators burn out because it’s a very hard job.”

Leanne notes that MADE BY ALL provides emotional support resources, including access to a wellness practitioner. She references industry precedent: “I saw Scooter Braun say that he wished he had brought a therapist on the road with him and Justin [Bieber], and I really resonated with that.”

Operationally, longevity also depends on discipline. “They’re almost like trained athletes,” she says of top-performing creators. “They show up every day. They’re consistent. They treat this like a true CEO running a Fortune 500 company.”

Consistency, serialized content formats, and strategic brand alignment are core principles she advises.

“When you can serialize your content and come up with these recurring formats, brands can understand that this content has an engaged community,” she says.

Five Years From Now

Leanne believes Creator Hollywood™ will redefine distribution itself.

“Creators are going to become their own distribution centers of really great IP,” she says. “It will change where people watch long-form content and where they’re spending their time.”

As traditional studios experiment with vertical formats and digital-native programming, Leanne sees convergence accelerating. Dialogue between legacy entertainment and digital-native talent, she says, is “just starting.” Her long-term outlook remains rooted in ownership. 

As Creator Hollywood™ takes shape, Leanne is certain that creators will not have to wait for the industry to open its doors.

“They can dictate and build what’s next,” she concludes.