Carter Gregory Signs with Creative Artists Agency, Expanding CAAs Digital Talent Portfolio

On September 9 2026, Creative Artists Agency (CAA) announced that it has secured the services of Carter Gregory, a former vice‑president of A&R at Capitol Music Group and a rising star in the digital‑content arena. The deal places Gregory at the heart of CAA’s creators division, the agency’s newest arm dedicated to growing its footprint in the video‑and‑audio influencer market.

Gregory’s journey began in the traditional music business. While at Capitol, he signed a string of successful acts—including FLETCHER, Doechii, Natalie Jane, Amelia Moore, and Duncan Laurence—and was credited with steering the label’s global expansion of Latin music. After leaving Capitol, he pivoted toward the convergence of popular culture, music, and fashion, amassing a sizable online following in the process.

The Hollywood Reporter notes that Gregory hosts The Set List, a podcast that brings musicians, actors, and producers into conversation. Distributed through the TikTok Podcast Network and iHeartRadio, the show enjoys a broad reach. Gregory’s social‑media influence is substantial: his TikTok account boasts just over 730,000 followers, while his Instagram profile attracts around 650,000 fans. His short‑form videos often highlight emerging Latin‑music talent, a nod to his enduring passion for the genre.

CAA’s creators division has been aggressively recruiting digital influencers to extend the agency’s influence beyond traditional talent pools. The agency’s 2023 acquisition of a majority stake, valued at $7 billion, injected fresh capital into this expansion. By signing Gregory, CAA gains a client who fuses industry know‑how with a proven digital platform, offering a bridge between record‑label operations and the influencer economy.

Gregory is also represented by Range Media Partners, a firm that has worked with a wide array of music and entertainment professionals. Under the dual‑representation model, CAA handles broader talent management while Range Media Partners focuses on day‑to‑day career development, ensuring a comprehensive support network.

Observers point to Gregory’s move as evidence of a wider trend: music executives are increasingly leveraging digital platforms to stay relevant. His skill in curating content that resonates with both music aficionados and social‑media users dovetails with CAA’s strategy to monetize influencer audiences through sponsorships, brand partnerships, and licensing deals.

The partnership could also unlock fresh licensing opportunities. Gregory’s A&R background and his current role as tastemaker equip him to spot tracks ideal for advertising, film, television, or gaming audio. CAA’s extensive brand and media connections could help place those tracks in high‑profile contexts.

While the specifics of the representation agreement remain confidential, the announcement confirms that CAA is investing in talent capable of operating across multiple platforms. Gregory’s presence on TikTok, Instagram, and podcasting, combined with his industry credentials, makes him a valuable asset for an agency eager to capitalize on the creator economy.

At present, Gregory has not announced any immediate changes to his podcast schedule or social‑media activities. The next steps are likely to involve joint marketing initiatives and collaborations with CAA’s roster of artists and brands. Industry watchers will be keen to see how Gregory’s dual role as a former A&R executive and active digital influencer evolves under CAA’s representation.

In short, Carter Gregory’s signing with Creative Artists Agency represents a strategic alignment between a seasoned music executive and an agency aggressively expanding into the digital‑influencer space. The partnership highlights the growing importance of cross‑platform presence for music professionals and may shape future licensing and marketing strategies across the audio and entertainment industries.