Why Content Creators Are the Most Exciting Booking in the Business
Forty years of experience. A whole new chapter ahead.
Ask someone over forty what a personal appearance looks like, and they will probably describe a TV star stepping out of a limousine at a nightclub. Ask someone under twenty-five, and they might just as easily picture a YouTuber, a TikTokker, or a streamer with a million followers walking into the same room.
Both of them are right. And that tells you everything you need to know about where the PA market is heading.
The lines have disappeared
The entertainment industry has always had a pecking order. TV stars at the top, everyone else working their way up. That model held for decades, and it served venues well. But something has shifted, and it has shifted fast.
Consider two moments that capture the change perfectly.
In December 2025, a Salford-born streamer called Angry Ginge was crowned King of the Jungle on I’m A Celebrity… Get Me Out of Here. He beat soap actors and sports presenters to the title. Before the show, most nightclub bookers had probably never heard of him. After it, he was one of the most in-demand names in the country, with over 1.4 million Twitch followers and nearly a million YouTube subscribers, all of them fiercely engaged.
Then there is KSI. A British YouTuber who started posting FIFA videos in his bedroom in 2009, he has since released 14 UK Top 40 singles, sold out arenas as a professional boxer, co-founded one of the biggest drink brands in the world, and is now a permanent judge on Britain’s Got Talent, sitting alongside Simon Cowell. His combined YouTube following exceeds 46 million. He received the BRIT Billion Award in 2024 for surpassing one billion UK music streams.
These are not internet curiosities. These are mainstream cultural figures, and they arrived via a route that traditional talent agencies were not built to handle.
The numbers behind the shift
The influencer economy in the UK is not a trend. It is an industry.
The UK is now the largest influencer marketing market in Europe, valued at £2.36 billion in 2024 and projected to reach £2.9 billion by the end of 2026. That market is growing at nearly 30% year on year, and the audiences driving that growth are exactly the ones filling nightclubs, attending festivals and turning up to events.
The reason is trust. Research consistently shows that younger audiences trust content creators more than traditional celebrities, because the relationship is built on consistency, authenticity and daily contact rather than a polished public image. That trust translates directly into footfall. When an influencer announces they will be at an event, their audience shows up.
For venues, that is enormously valuable. A well-chosen influencer PA delivers something a conventional celebrity booking sometimes cannot: content. The appearance does not just fill the room on the night. It generates posts, stories, reels and clips that extend the event’s reach for days or weeks afterwards, reaching audiences the venue would never otherwise touch.
Why this matters for the PA market
The PA world has always been about drawing a crowd. The mechanics have not changed. What has changed is who can draw one, and through which channels.
A reality TV star with a big following can sell tickets. So can a streamer with an even bigger following, a YouTube creator with a deeply loyal fanbase, or a TikTokker whose face is on the phone of every eighteen to twenty-five year old in the country. In some cases, the influencer delivers a bigger, younger, and more commercially valuable crowd than the traditional celebrity option.
The challenge for venues has been access. The influencer PA market is newer, the fee structures less established, and the management landscape more fragmented. Knowing who to approach, what to pay, and how to brief an influencer for a live appearance is a different skill set to booking a soap actor for a nightclub.
That is exactly the gap that Big Bang Talent is stepping into.
What we’re building
Over the coming months, we are actively expanding our influencer and content creator roster, adding names across entertainment, lifestyle, sport and gaming with the kind of engaged, UK-based audiences that venues and promoters want in the room.
If you are a venue or promoter looking to bring influencer appearances into your programming, or a content creator or manager exploring what a PA career could look like, we would love to talk.
The most exciting category in the PA market is just getting started. And so are we.
