Talent management agency Night acquired marketing firm Experiential Supply Co. to merge digital creator management with real-world marketing capabilities amid surging demand for in-person events.

Los Angeles-based Experiential Supply, founded by Jasen Smith in 2017, has created high-profile activations including horseback-riding apes for “Kingdom of the Planet of the Apes” and a 60-foot Titanosaurus in Manhattan for “Jurassic World Rebirth.”

The companies plan to leverage Night’s digital expertise with Experiential Supply’s real-world marketing capabilities to “accelerate marketing results for media, entertainment and sports clients,” according to The Hollywood Reporter.

The acquisition comes as experiential marketing gains momentum across the creator economy. A recent report from The Influencer Marketing Factory reveals that influencers, podcasters, and authors sold 500% more event tickets in 2025 compared to 2024, with creator events priced approximately 40% lower than traditional live entertainment.

The survey found that 41% of U.S. social media users have attended at least one in-person influencer event in the past year. Among those who haven’t attended, 34% express definite interest in future events, while 46% of all respondents report excitement about creator in-real-life events. Meet-and-greets are the most desired format, followed closely by product launches and workshops.

Market Trend Aligns with Acquisition Strategy

“As consumer attention shifts more and more towards digital media, we believe that experiential marketing is one of the few traditional marketing channels that brands can still use to create unique and memorable moments that actually reach consumers,” Reed Duchscher, Night’s founder and CEO, said in a statement. “Marketing leaders tell us that in today’s media landscape, it’s important that those experiential investments also translate into digital success and drive earned media virality online.”

Smith added that the combined offering creates “a silver bullet offering to have this all under one roof that couldn’t be ignored.”

According to Tubefilter, the move follows similar industry consolidation, including entertainment executive Ari Emanuel’s recent $2 billion fundraise for Mari, a venture focused on acquiring live events businesses. It also aligns with Night’s existing roster of creators who already host successful live events, including Kai Cenat and Sam & Colby, suggesting potential synergies between talent management and experiential marketing capabilities.

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