INFLUENCEURS: L'ENVER DU DÉCOR (détournement, agent véreux…) ft. Hassan | [À Coeur Ouvert - Ép. 12]

HBM Agency: Positioning and Operating Model

Hassan describes HBM as an influencer-communications agency that also provides event planning and security. The agency was officially registered in February 2026, though he says he had worked in the creator space for years beforehand.

HBM focuses on creator development: identifying promising people, building their foundations, and helping them grow from an early stage toward roughly 40,000–50,000 followers or beyond. Hassan says he may refer creators to other agencies when HBM cannot support their next stage.

HBM is a team, not just Hassan. Members and collaborators scout profiles, discuss prospects, and share event-related work. Hassan also describes discreet social-media outreach as a form of “street casting.”

Hassan says he is willing to release creators from their contracts if he believes he cannot help them progress. He presents the contracts as legal protection, while acknowledging that creators can leave.

Playbooks and Business Principles

• Development-first talent management: Identify promising creators, provide tools and guidance, and match support to their stage of growth.
• Fit and alignment over short-term fees: Hassan may advise creators against deals that conflict with their image or long-term direction, even when brands offer substantial payments. He argues that inconsistent brand choices can also affect the reputation of other creators in an agency.
• Community and content before follower count: Build a recognizable identity and engaged audience rather than relying on viral or negative attention. Hassan argues that a creator with 40,000 followers and 10,000 genuinely engaged fans can be valuable to brands; a large following alone does not guarantee commercial appeal.
• Creator responsibility: An agency can help develop projects, provide equipment, make introductions, and bring opportunities, but it cannot replace a creator’s own work, content quality, or audience management.
• Responsive management: Hassan acknowledges that he has sometimes gone quiet for a month or even up to two months. He recognizes this can leave creators feeling neglected and says HBM needs better structure.

Commercial Model and Metrics

• Agency commission: HBM contracts specify a 30% commission on collaborations. Hassan says he is more likely to collect it when HBM sourced the opportunity or when it involves an exclusive partner. He often does not pursue payment for deals creators arrange themselves.
• Exclusivity: One partner in the textile industry provided a creator with multiple photoshoots per month, subject to the creator not working with competitors.
• Deal example: Hassan says he has seen offers of €8,000–€10,000 for promotions he would reject if he believed they could damage a creator’s image. These are examples he gave, not stated average deal values.
• Scale reference: Hassan cites influencers generating €40,000–€50,000 per month as an example of why high earnings can attract envy and create security concerns. This is not presented as HBM revenue or typical creator income.

No agency revenue, margin, client-retention, or growth targets are disclosed.

Strategy and Growth Plans

Hassan says HBM previously leaned toward creators associated with a travel-and-lifestyle image, but plans to pivot toward humor and creators who can perform on camera. His longer-term ambition is to help creators build careers in film and comedy, rather than depend only on influencer sponsorships.

He hopes to develop concepts with HBM creators and secure sponsors to fund a group trip or production. He says he may promote HBM more publicly in 2027, although he personally prefers to remain out of the spotlight. He invites comedians and potential sponsors to contact the agency about concepts.

Market Observations and Examples

Hassan recalls that in 2016–2017, influencers could receive restaurant meals and other perks, and says some arrangements also included payment. He contrasts that period with the later expansion of TikTok, especially during lockdowns, when brands could send products to many smaller creators and sometimes avoid paying for campaigns.

He argues that brands prioritize larger profiles, while a creator’s own content, community management, and ability to generate positive attention also influence opportunities.

Hassan describes racial barriers in the French influencer market. He says Black creators can be overlooked even with large audiences and that some casting appears to be driven by token representation. This is his account of industry experience, not independently verified data.

Risks and Safety

Hassan recounts an alleged case in which a former agent withheld a creator’s cosmetic-product inventory and demanded €7,000–€8,000 to return it. He also describes concerns about young creators being placed in unsafe situations. His advice is to be wary of agents who focus on money rather than development and to protect creators’ safety and assets.

Practical Recommendations

• Develop a distinct content identity and a loyal audience instead of chasing followers or controversy.
• Evaluate brand deals for long-term fit, not just immediate payment.
• Set clear expectations for agency support, commissions, and exclusivity.
• Create reliable communication and operating processes so creators are not left without support.
• Treat creator safety, inventory control, and professional boundaries as core parts of agency management.

Presenters and Sources

Farida and Ambre hosted the interview. Hassan, founder of HBM Agency, was the guest and primary source for the agency details and industry observations. Other people mentioned as examples include his sister Onesha, creator It’s Elena, and Sami of Promo Influence.