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Bryan Lourd Wants to Be the Last Agent Standing

The rest of Hollywood is consolidating and bulking up in the face of domination by tech companies—and so, they can say, is CAA. But let’s not pretend the ICM deal is a huge coup.

Bryan Lourd
Photo by Kevin Mazur/Getty Images for Lincoln Center
Matthew Belloni
September 30, 2021

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The Big 4 agencies are becoming the Big 3! A “landmark” deal! Bryan Lourd’s declaring war on Ari Emanuel! It’s hard to look at the reactions to Monday’s news that Creative Artists Agency is acquiring rival ICM Partners and not feel like everyone in Hollywood has become a bit hyperbolic.