What Creative Artists Agency Is
Creative Artists Agency (CAA) is a talent and sports management firm based in Los Angeles that represents actors, directors, writers, musicians, athletes, and other public figures. It does not represent the general public — it represents people whose work generates revenue through entertainment, media, or sports. CAA negotiates contracts, secures work opportunities, and handles business affairs for its clients.
CAA was founded in 1975 by five agents who left the William Morris Agency. It grew to become one of the largest talent agencies in the world, alongside competitors like William Morris Endeavor (WME) and United Talent Agency (UTA). The agency operates through departments: film, television, music, sports, and corporate consulting.
The agency makes money by taking a percentage of what its clients earn — typically 10 percent of acting or music income, though percentages vary by client tier and deal type. This means CAA only profits when its clients work and earn.
Key Takeaways
- CAA represents established and emerging talent in film, television, music, sports, and other entertainment fields, not people seeking entry-level work in those industries.
- The agency negotiates contracts, pitches clients for roles and projects, and handles business strategy — it does not cast people or may provide work.
- CAA takes a commission (usually around 10 percent) from client earnings, so it only makes money when clients book work.
- Getting representation at CAA requires an existing track record, referral from an industry contact, or submission through a manager or lawyer who already has a relationship with the agency.
- CAA also owns and operates other businesses, including a production company and a sports marketing division, which operate separately from its talent representation arm.
How CAA Differs From a Casting Director or Manager
A casting director works for a film, TV show, or production company and finds actors to audition for specific roles. They do not represent anyone — they search for talent to fill a job. A casting director might see your headshot through an agent or manager and call you in to read for a part.
A manager typically works with one or a small number of clients and focuses on long-term career strategy, image, and personal brand. Managers often help clients decide which roles to pursue and which to turn down. Many managers work independently or at small firms.
CAA is an agent — it represents many clients across multiple industries and focuses on deal-making and placement. An agent pitches clients to casting directors, producers, and studios; negotiates terms; and closes contracts. Most working actors have both a manager and an agent, and they work together on the client's behalf.
What CAA Actually Does for Its Clients
CAA's agents maintain relationships with studios, networks, production companies, record labels, and sports teams. When a role, project, or opportunity arises, agents pitch their clients to the decision-makers. For example, if a director is casting a film, CAA might submit several of its clients' headshots and reels for consideration.
Once a client books a role or deal, CAA negotiates the contract — salary, billing, backend points (a share of profits), creative control clauses, and other terms. The agent's goal is to find the best possible deal for the client within what the market will bear.
CAA also advises clients on which projects to pursue, how to position themselves in the market, and how to build their brand over time. For music clients, this might mean advising on which record label to sign with or which tour to undertake. For actors, it might mean turning down a low-paying role to wait for something that builds their profile more effectively.
How to Get Representation at CAA
CAA does not accept unsolicited submissions from unknown people. The agency receives thousands of inquiries yearly and only considers people with an existing professional track record or a direct referral.
The most common paths are:
- Referral from an industry contact: If a director, producer, casting director, or other industry professional knows your work and refers you to an agent at CAA, the agent will consider you.
- Submission through a manager: If you already have a manager, they can submit you to CAA agents they know. Managers have relationships with agencies and can open doors that cold submissions cannot.
- Submission through a lawyer: Entertainment lawyers who represent talent sometimes have relationships with agencies and can make introductions.
- Existing representation at another agency: If you are already represented by a smaller or mid-tier agency and have built a track record, you can ask your current agent to shop you to larger agencies like CAA.
Building a track record means having work that is visible and verifiable — film or TV credits, released music, published writing, or documented athletic achievement. CAA looks at IMDb credits, streaming releases, chart performance, and media coverage to assess whether a person is worth representing.
What CAA Does Not Do
CAA does not cast people. It does not decide who gets roles — casting directors and producers do. CAA pitches clients and negotiates once a deal is on the table.
CAA does not may provide work. An agent can only pitch a client and negotiate if the client is chosen. There is no contract that promises a certain number of roles or a minimum income per year.
CAA does not provide acting classes, voice coaching, or other training. Some agencies have affiliated coaching services, but representation itself is about deal-making, not skill development.
CAA does not help people break into the industry from zero. If you have no credits, no manager, and no industry connections, CAA will not represent you. You would need to build a track record first — through student films, local theater, social media, or smaller agencies willing to take on emerging talent.
CAA's Other Business Lines
Beyond talent representation, CAA owns and operates several other companies. CAA Media Finance provides financing and packaging for film and television projects. CAA Marketing handles publicity and brand strategy for clients and studios. Endeavor Content (formerly CAA's production arm) develops and produces original content.
CAA also owns a significant sports marketing and representation division, which operates separately from entertainment talent. This division represents professional athletes and handles sponsorship deals, appearance fees, and other sports-related business.
These divisions can create opportunities for CAA's talent clients — for example, a film client might be cast in a project developed by Endeavor Content, or a music client might be booked for a corporate event through CAA Marketing. However, each division operates with its own client list and does not automatically benefit all CAA clients.
How CAA Compares to Other Major Agencies
| Agency | Founded | Headquarters | Size | Known For |
|---|---|---|---|---|
| Creative Artists Agency (CAA) | 1975 | Los Angeles | Large (600+ agents) | Film, television, music, sports; strong in packaging deals |
| William Morris Endeavor (WME) | 1898 (Morris); merged 2009 | Los Angeles | Large (600+ agents) | Film, television, music, sports; owns live events (UFC, WWE) |
| United Talent Agency (UTA) | 1991 | Los Angeles | Mid-size (300+ agents) | Film, television, music; known for literary representation |
| ICM Partners | 1975 | Los Angeles | Large (400+ agents) | Film, television, music, publishing; strong in literary rights |
All four of these agencies operate similarly — they represent talent, negotiate deals, and take a commission. The differences are in their client rosters, industry relationships, and specializations. CAA and WME are the largest and most diversified. UTA and ICM are also major players but slightly smaller.
Frequently Asked Questions
Can I contact CAA directly if I have an agent at another agency?
You should not contact CAA directly — your current agent should do it. If your agent believes you are ready for larger representation, they will pitch you to CAA or other major agencies. Contacting CAA yourself without representation can damage your relationship with your current agent and will likely be ignored by CAA.
Does CAA represent writers and directors, or only actors?
CAA represents writers, directors, producers, cinematographers, and other creative professionals in addition to actors. The agency has separate departments for each discipline, and representation works the same way — agents pitch clients for projects and negotiate deals.
What percentage does CAA take as commission?
CAA typically takes 10 percent of acting and music income, though this can vary based on the client's tier, the type of deal, and negotiation. Some clients with significant leverage may negotiate lower percentages. CAA also charges additional fees for certain services like packaging (bundling multiple clients into one project), which can be negotiated separately.
If CAA rejects me, can I reapply later?
Yes. If you were rejected early in your career, building more credits and a stronger track record can make you worth reconsidering. Many agents keep notes on people they passed on and will revisit them if their circumstances change significantly. A manager or industry contact can also help reintroduce you if your profile has grown.
Does CAA help with social media and building an online presence?
CAA's marketing division can advise on brand strategy and public image, but this is typically offered to higher-tier clients or as a separate service. Most emerging clients are expected to manage their own social media and online presence. Once you are represented, your agent may offer guidance on how to position yourself, but the day-to-day work is usually yours.