Jonathan Chanti believes the era of the generalist agency is over. 

After more than a decade operating across talent representation, influencer marketing, SaaS (Software as a Service), and entertainment, the industry veteran has co-founded Reign Maker Group, a New York-based holding company designed to reflect how influence, media, and commerce actually function today.

Launched in October 2025, Reign Maker Group sits at the intersection of marketing, talent, media, and education, housing a portfolio of specialized businesses, including The Now Agency, Regatta Brand Partners, Reign Maker Talent, and The Creator Rep Institute. Rather than positioning itself as a single, full-service firm, the group operates as a constellation of focused operators serving brands, talent, and industry leaders at different points of the creator economy value chain.

“The story about Reign Maker Group was born out of this belief and notion that the era of large agencies doing everything well for clients was dead,” Jonathan says. “Brands deserve outcome-driven strategies, and I think they also deserve specialists.”

Jonathan, who previously served as president of Viral Nation Talent, where he oversaw talent management, creator studios, ventures, and premium IP, says the structure reflects lessons learned from watching the creator economy mature in stages. “When I started in the business, it was first, ‘What is this business?’ Then it became, ‘We’re seeing results – how do we access more creators?’ Then, ‘How do we measure better?’ Then, ‘How do we scale?’”

Reign Maker Group, he argues, is built for what comes next.

From Influencer Marketing to Talent-Led Strategy

One of the core problems Reign Maker Group aims to solve is what Jonathan sees as an old-fashioned approach to influencer marketing itself. “The way of doing influencer marketing the traditional way is starting to feel super outdated,” he says.

Jonathan draws a distinction he believes many brands still misunderstand between creators and influencers. “There are creators who create content to monetize on a platform, a la YouTube,” he explains. “And there are influencers who are generally paid to drive awareness and a purchasing decision. The two can be one person, but the two also can live in their own universes.”

As more forms of talent – from athletes and chefs to executives and business experts – build audiences online, Jonathan believes marketing strategies need to evolve accordingly. “What I really believe – and starting to see happen more and more – is talent-led strategies, then amplified by different calibers of creator,” he says. In this model, talent becomes the anchor of a broader strategy, while creators and influencers function as media distribution.

That philosophy underpins how Reign Maker Group structures its agencies and partnerships.

Why Brands Need to Operate Like Creators

The Now Agency, Reign Maker Group’s influencer and social media marketing arm, focuses on what Jonathan describes as a critical gap in how brands approach social platforms.

“I think the biggest misconception that brands have is that their social is being run as a brand, when it needs to be run as if they’re a creator,” he says. “There’s a big difference between being digital-first and social-first.”

According to Jonathan, many companies still overlook the fundamentals of social performance. “What does the thumbnail look like? What does the copy look like? How is this being edited? What’s the story arc?” he asks. “Ideas are great, but how do we make sure the brilliant basics are being done correctly?”

To address this, The Now Agency often partners directly with creators as modern-day creative directors. “If I’m working with a major DIY company on YouTube, why wouldn’t I bring in some of the best YouTube DIY creators to consult on creative strategy and best practices?” Jonathan says. “Not just the idea, but how it’s deployed so it can even perform well.”

Aligning Brands and Talent Beyond Transactions

Regatta Brand Partners, another Reign Maker Group business, is built around what Jonathan describes as a talent-led strategy approach that goes beyond transactional endorsements.

“How are we making sure that the brand is aligning with talent that truly organically fits their goals and what they have going on in their career?” he asks. “So that it’s a mutual win.”

In addition to brand partnerships, Regatta works across intellectual property licensing, brand collaborations, and music licensing. Jonathan argues that this alignment-driven approach shifts the relationship from paid ambassadorships to long-term value creation. 

“It takes the conversation to a different level,” he says, “as opposed to just paying for someone to be your ambassador.”

Rethinking Talent Representation Economics

Perhaps the most structurally distinct part of Reign Maker Group is its talent representation arm, which Jonathan describes as “a private-equity-meets-Y-Combinator model.”

Rather than employing managers and agents under a traditional commission structure, Reign Maker Talent partners with them as business builders. “There are amazing managers and independent agents billing agencies millions of dollars in fees, but not taking home their fair share,” Jonathan says. “My belief is it’s better to empower these people to start their own businesses.”

Reign Maker Group provides accounting, legal, technology infrastructure, advanced payments, and access to deal flow, while taking equity stakes in the businesses managers build. “If you want to launch your own agency, we’ll come in as an equity partner and give you the rails to launch,” Jonathan explains.

He also emphasizes the importance of community among these partners. “They’re speaking to other managers and agents that have buyer relationships or talent they never had access to,” he says. “That collaboration unlocks opportunity.”

Bridging Digital and Traditional Talent Worlds

Reign Maker Group’s joint venture with Paradigm Talent Agency adds another layer to the model, creating a crossover between traditional representation and digital influence.

“If a talent has a chance to be on a major TV show or needs a book deal, Paradigm’s traditional agents are there,” Jonathan says. “Vice versa, Paradigm sends us celebrities and athletes who want their fair share of the digital world, but don’t know how to navigate it.”

According to Jonathan, having a large following is no longer enough. “These are people with massive audiences, but not necessarily influencer-led content,” he says. Reign Maker Group helps them develop social strategies and then brings them to market for brand partnerships.

“That’s where the flywheel is created,” he adds.

Lessons Jonathan Is Carrying Forward and Leaving Behind

With more than 15 years in the industry, Jonathan says some lessons have become foundational. “People matter,” he says. “This is still a business built off of people. The most valuable asset we have walks in and out of our door every day.”

At the same time, he is intentionally moving away from traditional agency hierarchies. “I’m over the era of ‘wait your turn,’” Jonathan says. “If someone is passionate and doing the work, they should be given the opportunity to make their mark.”

He believes managers and agents should be treated as entrepreneurs. 

“They’re more ‘mediapreneurs’ than just agents,” he says. “I’m not into paying people nothing and making tons of money off them.”

What Success Looks Like in Year One

Reign Maker Group is still early in its journey, but Jonathan says success isn’t measured solely in revenue. “Success is our leaders having their businesses grow and hearing testimonials from brand clients and talent about how much they’re appreciating the outcomes,” he says.

He also points to operational maturity. “Seeing our leaders run their businesses from A to Z effectively and being able to call their next shots – that’s when there’s a real business.”

A Cautious View on AI

While Jonathan sees artificial intelligence as a powerful tool, he warns against overreliance. “I don’t want brands to over-index on artificial intelligence,” he says. “AI managed by very smart people is the real win.”

He adds, “The best innovation in our business can’t be written. It has to be managed. That comes from creative ideas and strategy that smart people create, and AI can make it more efficient.”

The Outlook

Over the next decade, Jonathan hopes Reign Maker Group becomes a trusted destination for both brands and talent. “I want the company to be a household name that exudes trust and respect,” he says. “That people know we’re going to deliver for them.”

For Jonathan, the creator economy’s growth is far from over. “We’re still capturing a very small percentage of global marketing spend,” he says. “What’s next is really exciting, and I think it’s going to be led by the next generation of marketers entering the business today.”

As he succinctly concludes, “There’s still so much yet to be accomplished.”

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