It's frustrating to see creators who support indie games or any games without big budgets get paywalled behind an agency that doesn't let their talent read their account emails. I get having a relationship is a workaround, but honestly, it sends a message and I'm not for it.

"Announcement! I've signed on with BigTimeAgency Inc. and here's my new @bigtimeagency.inc email address!"

Congrats! We'll send you review codes there!

"Yes! ...wait."

You no want little game codes any more?

"I--"

You want us to DM you, don't you.

"Could you?"

No.

I mean, the answer is yes, we will find a way if we have to. But it is still bollocks to put a toll on that bridge we both used to traverse together.

"No sponsorship budget? Use THIS email instead or DM me. Don't tell my agents. (I still want them codes.)"

Ehh...

The best is when influencers request game codes and list their agency account email as the contact, but the codes fly into a vacuum because they don't have access to that email and their agents toss them out because there's no budget attached.

Week later DM: "Where my code at?"

At the end of the day, you win. Having a major agency represent and scout deals for you will result in bigger bucks. I respect that - it's business. But once you cut that direct line, you're a big layer removed from what separates creators from celebrities. C'est la vie.

If you can, audit your agents, read your emails. Are you losing out on meaningful (albeit not lucrative) connections? Smaller, but more numerous opportunities? Check for anything at all that benefits you, but not your agents, that fell through the cracks. Look for hidden costs.

I am not against influencer management agencies - far from it. I think they're extremely valuable where they make sense. Just be wary of who's offering to pick you up, what their motives are, how much autonomy you retain, who their other clientele are, etc.

Some agencies picking up influencers are more old-school/"Hollywood," and you'll get more long-term brand partnerships, while being priced out of most average budget one-off deals because that army of agents and their assistants need to be paid. Negotiate your terms upfront.

Some influencer agencies have a more accessible "indie" feel, but might be less aggressive in getting you work. You typically get more autonomy and your agents won't mind you talking directly with PR/marketers. Personally, I prefer these by FAR - 1-2 people in email CC lines max.

IMO, the holy grail is having one person working directly with/for you and maybe a few more creators, doing what a big agency would do (scouting and brokering deals), but on a much smaller scale. Easier for us, bigger cut for you. But I don't necessarily see the full picture.