Posted by & filed under Part 1 Business in a Global Environment, Part 3 Management: Empowering People to Achieve Business Objectives, Part 4: Marketing Management.

Description: When TikTok creator Boman Martinez-Reid first got an email from Creative Artists Agency he ignored it. As an Ontario native, he saw the acronym CAA and assumed it was CAA Insurance, a major car insurance company in Canada. It was only after a TikTok representative contacted him that he realized he was being courted by one of Hollywood’s top talent agencies.


Date: Jan 30, 2022


Questions for discussion:

  • What role is TikTok playing in this marketplace?
  • Do you think any artist can participate in this sort of promotion program?
  • What are the issues related to participation?

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