Agencies vie to lure influencers
A growing number of influencer agencies are trying to lure in influencers with “exclusive deals”, including covering their required emedia licences.
There are mixed responses from influencers when it comes to agencies, as they are worried agencies will charge a hefty commission from their earnings. However, the signing under an agency would still be more affordable to micro-influencers as they can’t afford to pay Dh15,000 for the licence and Dh15,000 for the trade licence every year.
An influencer who is signed under an agency or a media company is not required to get the emedia licence, as the company’s licence will cover them. These agencies are also required to obtain the licence before they can sign any influencers. Influencers who spoke to Khaleej Times said they are being inundated with emails from agencies since the e-media regulations were announced this year.
“I have been contacted by quite a few influencer management companies who have already had some discussions with the NMC, going by the emails I’ve received. Joining them saves me the licensing hassle. They will charge a commission on the campaigns that I bring in directly but the interesting part of this relationship is that they will be my representative at events, conferences, awards and the like,” Sana Chikhalia, an influencer and blogger who has more than 60,000 followers on her Instagram account @SanaOnFood, said.
“Since the new law has come into effect, there are many of these umbrella companies approaching bloggers to be a part of their roster. This news will be well received by micro influencers who don’t make anything close to the money required to afford the licences to stay above the law and can still continue to
Getting your own independent licence from the NMC gives you freedom of choosing what brands you would like to work with.”
Lavina Israni, influencer and blogger
be a part of the blogging community. Having an independent trade and media licence gives me the freedom of not having to go through an agency. I suspect most of these companies will demand a hefty commission for their services meaning higher prices and it could mean I lose out on campaigns,” she said.
However, Chikhalia added that a well-connected agency would be able to help influencers secure campaigns through their clientele, saving them the initial overheads of finding and negotiating a campaign with clients.
Another influencer and blogger who has more than 60,000 followers on Instagram, Lavina Israni, said that she has also been approached by several agencies.
This news will be well received by micro influencers who don’t make anything close to the money required to afford the licences.”
Sana Chikhalia, influencer and blogger
She is still deciding whether she will get her own licence or be signed under an agency.
“I have received several emails and phone calls from influencer agencies to get on board with them in an exclusive partnership. In return, they will cover me under their company’s media licence and represent my profile in the industry.
“If you join a reputable agency, you can benefit from their relationships with brands and land up with some great marketing campaigns. They also agree to cover you legally and take care of the entire paperwork on your behalf.
“On the other hand, getting your own independent licence from the NMC gives you the freedom of choosing what brands you would like to work with, and entitles you to the entire 100 per cent of your earnings.”
Depending on how many followers an influencer has, an agency can charge a commission of 20-35 per cent.
sarwat@khaleejtimes.com