theCollectiveShift

What theCollectiveShift does

theCollectiveShift is a New York-based creative agency and artist management firm founded by Jae Choi in 2008, after she left Art + Commerce where she had worked since 1996 and led her own division from 2001. The firm provides what it terms "creative architecture" — bespoke consulting that links elite creative talent with luxury brands, entertainment figures, and cultural institutions. Its service framework is organized around four capabilities: Conceive (idea articulation), Collaborate (talent-brand partnerships), Guide (creative process support), and Execute (negotiation, talent coordination, budget management). The agency's core proposition is representing and developing the careers of an exclusive roster of artists including Nan Goldin, Inez & Vinoodh, M/M (Paris), Penny Martin, and Stephen Galloway, and intermediating their work for clients such as Chanel, Gucci, Louis Vuitton, Dior, Hermès, HBO, Vogue, and Apple.

The firm operates with 1–10 employees (headquartered in Brooklyn with founder Jae Choi splitting time between Manhattan and Southampton) and has no proprietary technology platform disclosed — it functions as a professional services and talent representation business rather than a software or platform company. Its sole marketing channel is an organic Instagram presence, and distribution occurs through direct, relationship-driven client engagement built on Jae Choi's 25+ year industry reputation.

The revenue model is professional services: commissions or fees on artist engagements, project-based consulting, and cultural advisory work. Pricing is not publicly disclosed and is likely quote-based given the bespoke nature of engagements. The firm has no external investors, no parent company, no subsidiaries, and no funding history. Beyond commercial work, theCollectiveShift has positioned itself around political and social activism, including official partnership with the 2017 Women's March, support for GMHC's Distance Yourself From Hate campaign, and participation since 2018 in Nan Goldin and P.A.I.N.'s protest against cultural institutions tied to the Sackler family.

Name

theCollectiveShift

Legal name

theCollectiveShift

Website

https://thecollectiveshift.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

theCollectiveShift is a New York-based creative agency and artist management firm founded by Jae Choi in 2008, representing elite creative talent and providing bespoke cultural consulting to luxury fashion houses, entertainment brands, media outlets, and technology companies.

Ownership category

akta.pro rank

Product category

Creative Services & Artist Management

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114), Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Full-Service Artist Management (MPAIAGAA)

akta.pro secondary industries

Creative Boutique Agencies (MPAAAAAB), Creative Talent Booking (Photographers, Videographers, Content Creators) (HSACAHAI), Integrated Full-Service Creative Agencies (MPAAAAAA)

Keywords

• Creative agency services
• Artist management
• Cultural consulting
• Creative direction
• Luxury brand partnerships

Headquarters

HQ city

Brooklyn

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Artist Representation and Management: Representation and management of artists including photographers, directors, and creative talent. Jae Choi's agency division represented and nurtured careers of artists such as Nan Goldin, M/M (Paris), Inez & Vinoodh, Penny Martin and Stephen Galloway. Revenue likely derives from commissions or fees on artist work facilitated through the agency.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

theCollectiveShift is a boutique creative agency that provides creative architecture services for luxury brands, entertainment companies, and cultural institutions. The firm represents a select roster of elite creative talent (photographers, directors, choreographers, creative directors) and facilitates bespoke collaborations between those artists and brand clients, supporting projects from conception through execution. Founded by Jae Choi in 2008, the agency operates as both a collaborator for its represented artists and a cultural consultant to its clients.

Product overview

theCollectiveShift operates as a unified creative agency service rather than a platform with separate modules. The company provides end-to-end creative architecture services organized around four core capabilities: Conceive (idea articulation), Collaborate (talent-brand partnerships), Guide (creative process support), and Execute (project delivery including negotiations and budget management). This integrated approach frameworks every project to deliver on client desires through a select network of creative talent and field leaders.

Differentiator

Problem solved

Functional benefit

Products and services

• Creative Architecture Services Bespoke creative consulting and artist management service that crosslinks artists, ideas, luxury and brand ethos, providing elevated integration across the creative development process from conception through execution. For luxury fashion houses, entertainment companies, cultural institutions, and technology/consumer brands seeking elite creative talent for campaigns, films, music videos, exhibitions, and publications.

Named customers72 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered minor.

• Nan Goldin and P.A.I.NminorStrategic or Co-development Partner · 1 January 2018Since 2018, theCollectiveShift has been part of Nan Goldin and P.A.I.N's protest movement against cultural institutions accepting financial support from the family behind the pharmaceutical company that makes OxyContin. This represents a strategic alignment with the agency's represented artist on advocacy work.
• Women's MarchminorOthers · 1 January 2017Official partner of Women's March 2017. The agency's artist Jo Ratcliffe contributed the official poster for the march, demonstrating the agency's commitment to political activism and social causes.
• GMHC Distance Yourself From Hate CampaignminorOthersSupporter of GMHC's Distance Yourself From Hate campaign, a public health initiative addressing HIV/AIDS and hate-related issues.

Scale indicators1 record

Recent moves6 records

Expansion highlights3 records

Direct peers

• Art + Commerce: Photographer and director representation agency where founder Jae Choi worked from 1996 to 2008 before founding theCollectiveShift. Operates in the exact same niche of elite fashion photographer/director management for luxury brands, making it the closest functional peer.
• Art Partner: London- and New York-based talent agency representing photographers, directors, stylists, and hair and makeup artists for fashion and advertising clients. Direct competitor for the same elite roster tier and luxury brand mandates.
• LGA Management: Photographer and creative talent management agency representing established fashion and advertising photographers. Competes for the same photographer representation mandates and serves overlapping luxury fashion and editorial clients.
• Karla Otto: Global luxury fashion communications and creative agency providing PR, brand strategy, and creative consulting to luxury houses. Operates as a peer-level creative services partner for luxury brand budgets and overlaps significantly in client base (Gucci, Balenciaga, Bottega Veneta).
• Bureau Betak: Fashion show and event production agency producing runway shows, presentations, and brand activations for luxury houses. Comparable in serving the same luxury client roster with bespoke creative production services.
• KCD Worldwide: Fashion production and communications agency serving luxury fashion brands, magazines, and stylists. Direct peer in the boutique creative agency space serving fashion clients with production, styling, and PR services.

Broad incumbents

• Creative Artists Agency (CAA): Global full-service talent and entertainment agency representing artists across film, television, music, sports, and digital. While operating at vastly larger scale and broader scope, CAA represents photographers, directors, and entertainers in adjacent categories to theCollectiveShift's roster.
• United Talent Agency (UTA): Major global talent agency representing artists, creators, and brands across entertainment, media, and sports. Represents some fashion-adjacent creative talent at scale, competing for the same directors and high-profile entertainers.
• WME (William Morris Endeavor): One of the largest global talent agencies, representing artists, athletes, and creatives across entertainment industries. Represents photographers, directors, and creative talent and competes for the same end-brand clients via its entertainment and culture verticals.

Emerging players

• Atelier Management: Boutique talent management agency representing stylists, hair and makeup artists, photographers, and creative directors in fashion. Competes for a similar talent tier and serves overlapping luxury and editorial clients, though smaller and more stylists-focused.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/thecollectiveshift
• Xx.com/collectiveshift

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about theCollectiveShift