The Importance of Influencer Management Agency Kensington Grey
Did you know that as of 2021 the influencer industry is reported to be worth over $13 billion dollars? Compared to a decade ago, that’s a stark difference at how the media and job landscape looks at influencers. If we’re being honest, the public has changed our opinions of them too. But, as with industry, the world of influencing hasn’t been completely balanced.
This is especially true for BIPOC (Black, Indigenous or other people of color) influencers. In fact, it can be argued that this disparity is a result of racial and systematic inequality. According to a study by MSL, it was found that there is a 29% pay gap between what white influencers are paid compared to those who are BIPOC.
Also, it can’t be ignored that social media timeline algorithms seem to favor certain content over others. What’s interesting is that in 2020, Instagram’s CEO Adam Mosseri mentioned that the platform was paying attention to suspicions that Black creators and their content are being suppressed on the platform. Following the murder of George Floyd, Adesuwa Ajayi created @influencerpaygap on Instagram to as a way to shed light on such discrimination.
The social media page calls for ‘more transparency, more accountability’ in the influencer industry and regularly accepts DMs of creators who aren’t afraid to share their stories, especially about pay gap issues. Creators have also detailed their experience with brands asking for various deliverables in exchange for free product or ‘exposure.’ However, that’s not fair or feasible considering how other influencers are paid.
The good news is that marketers are beginning to realize they can’t afford to ignore the influence of Black influencers and their ability to form genuine relationships with their audiences. This is where influencer agencies such as Kensington Grey come into play.
Introducing Kensington Grey Agency
Photo: @jessbaumung
Along with her business partner and husband, businesswoman Shannae Ingleton Smith, also known as @torontoshay, founded a premier boutique agency geared towards diversity for influencers. After giving birth to her daughter, named Kensington, in 2017, she decided to fully focus on influencing. This led her to create a Facebook group page with her best friend called “The Glow Up,” where they ended up having over 400 women discuss everything from how to get into fashion week to how to work with brands. From there, the agency was birthed.
THE IMPORTANCE OF KENSINGTON GREY AND WHAT THEIR REPRESENTATION MEANS FOR CREATORS
Photo: @jessbaumung
“We founded Kensington Grey Agency, to give visibility to the spectrum of underrepresented groups with significant cultural capital.” - Kensington Grey Agency
In the grand scheme of things, Kensington Grey is helping to begin close a gap that shouldn’t exist in influencer marketing. They are helping Black influencers increase their reach and visibility which helps them secure pivotal brand partnerships. Simply put, the agency recognizes that the influence of these creators may reach mood boards and are making sure they are properly recognized and paid for it.
To date, the agency works with 150+ creators and, focuses on providing their clients with strategy & management and campaign casting. As such, the agency has been able to partner with brands such as Sephora and American Express.
