Author: Kathryn Wylie

South by Southwest (SXSW) is an annual film, media and music festival and series of conferences that take place every March in Austin, Texas.

This year, the event headed to Europe for the first time, selecting East London as the perfect location for a celebration of the arts, creative and technology sectors, bringing together industry leaders for thought provoking discussions and plenty of networking opportunities.

In collaboration with our partners, the British Interactive Media Association (BIMA), we hosted a panel event on Wednesday 4 June in the ‘BIMA Content Room’ at SXSW London @ BIMA House. Four thought leaders across talent, brands and law came together to discuss the changing dynamic of online influence and the innovative ways that brands are monetising this modern phenomenon.

Meet the Panel

• Mary Bekhait, CEO of YMU - the UK’s leading talent agency, who brokers both creative and commercial deals.
• Andrew Salter, Founder & CEO of Dirtea - a fast-growing wellness brand with standout partnerships like Bear Grylls.
• Adam Morallee, CEO of Brandsmiths, the law firm for the world’s leading brands [KW1]
• Bianca Wilson, Senior Associate and Head of Commercial at Brandsmiths - the go-to IP lawyer guiding talent-brand ventures.

The conversation brought together practical experience, legal insight and commercial strategy, offering a look at how talent–brand relationships are evolving, and considerations ownership models, risk, authenticity and the role of AI. Below are some of the key talking points from the session.

1. From endorsements to ownership
Andrew shared how Dirtea has evolved from simple sponsorships to genuine co-owned ventures with talent. He emphasised that modern partnerships are less about hype and more about shared identity and long-term brand value - especially when someone like Bear Grylls is involved.

Mary discussed the rise of talent-owned brands. These aren’t vanity projects - they’re strategic, aligned with the individual’s values, and often more sustainable than short-term deals. She highlighted the critical factors - market fit, the talent’s involvement and operational readiness.
Bianca brought the legal lens, examining the inherent risks and rewards. She highlighted the importance of IP clarity, setting out clear ownership of ideas, branding and commercial rights before a launch.

2. When talent doesn’t own the brand

Ownership isn’t the only route to impact.
Mary explored alternate revenue paths like licensing, subscription models and micro-ventures [KW2] driven by superfans - showing equity isn’t always necessary for creativity and income.
Andrew explained Dirtea’s approach to partnerships with micro-influencers and niche communities, proving that brand affinity can be built without giving up equity.
Bianca referenced a standout case study - a smart collaboration where clearly defined legal frameworks and reputation management enabled swift execution and long-term trust.
3. Risk, reputation and resilience
Bianca outlined the key legal pitfalls - misleading claims, IP infringement and potential PR stumbles.
Andrew and Mary emphasised the importance of vetting talent to find the right fit, robust contracts and active monitoring. They reinforced that having trusted legal counsel and a reputation strategy in place isn't optional - it's essential.
4. Looking ahead: the future of brand and talent
Mary argued that talent is not just becoming the brand - sometimes, they are the brand. But true long-term success depends on something deeper than fame - authentic purpose and identity.
Bianca addressed AI’s role - real or virtual influencers? She warned of the emerging legal challenges around identity rights, transparency and audience trust.
Andrew followed with a provocative idea - what if brands used bespoke AI avatars tailored to their exact audience? He acknowledged the allure, but reminded us that human authenticity and emotional resonance remain powerful.
Final Takeaways
As the panel wrapped up, they reflected on how power is shifting - will brands survive without megastars? They concluded that creativity, authenticity, and legal rigour is the future - whether talent remains at the helm or complements brand-first ventures.
At Brandsmiths, we’ve seen firsthand how carefully selected ambassadors, legal clarity and creative confidence combine to transform partnerships into powerful brands. From negotiating influencer partnerships to securing licensing agreements, we excel at simplifying complex legal matters into strategic advantages for talent management agencies and creators. Get in touch at info@brandsmiths.co.uk.