Talent-Commercializing Agency 'WOWs' Signs 'Zutti Mattia' to an Exclusive DealA · FULL TRANSLATION
- Creator agency WOWs announces an exclusive contract with 'Zutti Mattia'
- Zutti Mattia is a next-gen beauty creator championing genderless beauty
- WOWs positions itself as 'commercializing creators' talent'
- It signals creator management becoming professional and talent-like
A dedicated "creator agency" signing a genderless beauty creator distills two key directions in the creator economy: the professionalization of management, and diverse identity (like genderless) as new content differentiation. As creators proliferate, the ability to systematically turn "talent" into "business" becomes scarce.
Commercially, an exclusive deal treats the creator as long-term talent IP—coordinating partnerships, endorsements, content direction and image management, moving from one-off sponsored posts to a scalable, cumulative enterprise. Choosing a topical, values-driven creator like genderless beauty also reflects rising brand and market demand for diverse, progressive images.
As creators are "commercialized," do they gain a bigger stage—or gradually cede creative freedom to agency logic?
WOWs Inc. (headquartered in Shibuya, Tokyo; Representative Director Sungjae Lee; hereafter "WOWs"), an agency positioned to "commercialize creators' talent," has announced an exclusive contract with "Zutti Mattia."
Zutti Mattia is a next-generation beauty creator who champions "genderless beauty." Through this exclusive signing, WOWs will manage the creator's career over the long term, coordinating commercial partnerships and image development.
By systematically turning a creator's talent into a business, WOWs aims to help Zutti Mattia expand more diverse commercial possibilities and strengthen the market value of next-generation creators.