For Niclas Kroll, what Pamela Reif has achieved with her bars is a best case for how content creators can become companies: They look for strong partners to support them in product development and distribution. Niclas knows his way around the world of influencers and creators. In 2017, he founded hype lab, one of the first agencies in Germany to focus on influencer marketing. In the meantime, he has left the company to set up Somefriends together with his wife Carmen Kroll aka Carmushka. With the new agency, they want to take care of the marketing of their own channels on the one hand, but also act as a management and consulting agency for creator friends. Niclas Kroll is therefore perfectly suited to assess how the influencer industry is currently positioned. At what point is it worthwhile for creators to hire management? What things need to be considered here? As a creator, but also as a company, should you be present on all social media platforms? How is the advertising market developing? And should influencers become entrepreneurs and develop and produce their own products? What tips can he share here?