Twitter chief executive Linda Yaccarino flew to Hollywood this week in an effort to win over big name talent agencies and stars days after Elon Musk suddenly announced the social media platform’s rebranding to X.
The recently-appointed Twitter head met with top agencies including Creative Arts Agency and United Talent Agency to pitch her vision for X, in the hopes of recruiting stars and influencers from posting content on other platforms to Musk’s.
According to the Financial Times, the CEO also met with Disney executives. Yaccarino is said to have told stars and their agents to tell her how they’d like to make the platform work for them – and that they’ll be open to changing it accordingly.
Over the weekend, Musk announced a significant overhaul of Twitter, changing its name to X and immediately abandoning the company’s signature bird logo.
Though Musk has alluded before to his planned expansion of the platform into a multi-use app that includes video, audio, and even payment services, his seemingly impulsive decision wiped out billions of brand equity.
The FT reported that one attendee of the CAA meeting said that Yaccarino, 59, told agents to ‘dream up what they would want and that X will try to build it.’
She encouraged executives to contemplate ways they might build ‘mutually beneficial monetary partnerships.’
Twitter has suggested brand sponsorship of events on Spaces – the company’s audio feature – hosted by celebrities or influencers.
CAA reportedly told Twitter that they would come back to them with ideas.
Yaccarino, formerly the head of advertising at NBCUniversal, has been trying to court more advertising for Twitter, including brand deals between advertisers and creators.
As an executive, Yaccarino is known for her relationships across the media landscape, and has reportedly been in touch with big names since her first week on the job in June.
On Tuesday, Yaccarino posted a picture of herself with Paris Hilton – potentially a nod to a partnership between the platform and the celebrity who some called the original influencer.
Since his sudden departure from Fox News in late April, Tucker Carlson has also been hosting a show on Twitter.