Author: Kathryn Wylie

Brandsmiths took part in a panel event featuring the UK's top CEO's and Founders.

South by Southwest (SXSW) is an iconic annual film, media and music festival, hosting a series of conferences that take place every March in Austin, Texas. This year, the event headed to Europe for the first time, selecting London as the perfect location for a celebration of the arts, creative and technology sectors. It brought together industry leaders for a number of thought-provoking discussions and networking opportunities. 

In collaboration with our partners, the British Interactive Media Association (BIMA), we hosted a panel event at SXSW London and BIMA House. The panel featured four thought leaders with a wealth of expertise across talent management, brand ownership and strategy.

Meet the Panel
Adam Morallee, CEO of Brandsmiths, the UK’s leading IP law firm. (Chair)
Mary Bekhait, CEO of YMU - the UK’s leading talent agency, who oversee group strategy across sectors Entertainment, Music and Sport.
Andrew Salter, Co-Founder of Dirtea - a fast-growing wellness brand with standout partnerships like Bear Grylls.
Bianca Wilson, Senior Associate and Head of Commercial at Brandsmiths - the go-to IP lawyer guiding talent-brand ventures.

The conversation brought together experience and legal insight with commercial strategy. The panellists offered thoughts on how talent–brand relationships are evolving - considering ownership models, risk, authenticity and the role of AI. Below are some of the key points from the event.

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.

When talent doesn’t own the brand
Ownership isn’t the only route to impact. Mary explored alternate revenue paths such as licensing, subscription models and micro-ventures by investing smaller amounts in early-stage startups. These arrangements are 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 from Hailey Bieber, who has now sold her skincare and makeup brand Rhode to e.l.f. Beauty for $1 billion.  This sets a precedent in terms of brand perception. Talent who create brands and sell them may find themselves stuck in a difficult middle ground between being the face and the founder. If something goes wrong, they're the ones facing the backlash, even if they weren’t the ones making the call. It raises an important question for the new era of creator-led brands: How can talent retain control while scaling?

Whether it’s through retaining equity, building strong governance agreements, or stepping back altogether post-sale, the balance between influence and ownership is becoming increasingly complex.

Risk, reputation and resilience
Bianca outlined the key legal pitfalls, including misleading claims, IP infringement and potential PR stumbles.

Andrew and Mary emphasised the importance of vetting talent to find the right fit, having robust contracts in place and actively monitoring the relationship. They reinforced that having trusted legal counsel and a reputation strategy in place isn't optional - it's essential.

Looking ahead: the future of brand and talent
Mary expressed how 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, raising the possibility of real vs virtual influencers. She warned of the emerging legal challenges around identity rights 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 and of high importance.

About Brandsmiths
Our IP solicitors have seen firsthand how carefully selected brand ambassadors and legal clarity benefit brands.

From negotiating influencer partnerships to securing licensing agreements, Brandsmiths excels at simplifying complex legal matters into strategic advantages for talent management agencies and creators. 

Book a consultation with one of our expert intellectual property lawyers at info@brandsmiths.co.uk.