Coltrane Curtis Wants Brands to Rethink the Definition of Influence

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February 28, 2023 Adweek

The founder and managing partner of Team Epiphany breaks down inequities in Black creator culture..

Coltrane Curtis tracks down talent who would be left largely unfazed if social media suddenly ceased to exist.The founder and managing partner started his influencer marketing career well before the term was widely recognized. Since launching the full-service creative agency Team Epiphany in 2005, Curtis hasn’t let the industry’s fixation on follower counts and content clicks derail him from its original mission: identify people who impact culture both on and offline.Instead of limiting itself to a roster of clients, Team Epiphany befriends diverse creator communities and connects them with brands.

Underscoring the value of creators in informing strategy rather than acting as billboards to amplify campaigns, Curtis intends to sponsor influencer career longevity by helping them create content that will outlive their fluctuating public image. Brands can contribute to this mission by doing more than just upping influencer pay on short lived and unmemorable projects.

BY EMMY LIEDERMAN READ FULL STORY @ ADWEEK

Fast Company

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