lena kremer and team

Limelight Agentur is a values-driven creator management company with its office in Munich and teams on the ground in Munich and Cologne, founded by Lena Kremer. As a talent and influencer management, it works with creators who have over one million followers across the DACH region — Germany, Austria and Switzerland — on strategy, creative direction and the long-term growth of their creator business: fair, transparent and personal. Limelight has managed over 32 million followers and delivered more than 700 campaigns.

who is lena kremer?

I’m Lena Kremer, founder of Limelight Agentur in Munich. I’ve worked in the creator economy for over ten years, and with my team I’ve managed over 32 million followers and delivered more than 700 campaigns.

I didn’t get here through marketing. I got here through the stage.

what shapes the way limelight works?

Before the creator economy, Lena Kremer came from the theatre. She assisted at theatres in Cologne, Dortmund and Berlin, working with directors including Ersan Mondtag, Frank Castorf and Luk Perceval.

That period still shapes how Limelight works today: with a genuine understanding of art and culture, and with social media treated as the stage of pop culture. If you see content as staging, you think in formats, characters and dramaturgy rather than individual posts.

what production experience does limelight bring?

Lena Kremer has worked on German television productions in a range of roles, from runner to production management, and in social media, PR and communications. These include Neo Magazin Royale, Schulz & Böhmermann, Kroymann, Promi Big Brother and Die beste Show der Welt.

That leaves you with something rare in the creator economy: knowing how television actually works from the inside, how a set runs, and how a format is built.

what do theatre and television leave you with?

A sense that attention is made, not given.

In theatre you learn that a character only holds if it has a point of view. In television you learn that a format only holds if it has a rule that repeats. Both apply online in exactly the same way — but hardly anyone in this industry talks about it, because the industry grew out of performance marketing rather than dramaturgy.

Social media is the stage of pop culture. Taking that seriously changes how you work.

how i think about reach

Reach is the least important metric.

What counts is clear positioning and a community that stays when a platform shifts. I talk about that on my show Notizen aus dem Internet — as a podcast, on YouTube and on Substack.

which creators has limelight worked with?

Lena Kremer and the Limelight team have worked with Tedros „Teddy" Teclebrhan, Phil Laude and Matthias „Der TC" Roll – both from the YouTube trio Y-Titty, once the most-subscribed German-language channel on the platform –, Yvonne Pferrer, Jeremy „Jerry" Grube, Leeroy Matata, Taynara Joy Silva Wolf, Sebastian Schieren and lauraxlora.

who is behind limelight?

A young team with flat hierarchies and clear responsibilities.

Limelight has named points of contact for community management, back office, contracts and production. Every creator knows who is responsible for what and who is reachable daily. What connects us: we think creatively and strategically first, not deal by deal — and we work with our creators as equals rather than for them.

what does transparency actually mean at limelight?

I say what I think, including when it’s uncomfortable.

That’s the part you can’t write into a contract. The rest you can: our creators have access at any time to every brand contract, every statement and payment, the status of every live campaign and all communication with brands. Nothing happens behind their backs, and nobody has to ask to find out what’s going on.

how does moving to limelight work?

Confidentially, and in this order: an informal first conversation, then a review of your existing contracts, then a handover plan with named contacts from day one.

Large accounts hesitate to change management because there is a lot at stake. We stay close through the handover so nothing is dropped — not partnerships, not deadlines, not relationships with brands.

what are the alternatives to limelight?

Four, and three of them are the right call for some creators.

Stay with your current management. Sensible if the relationship works and one partnership simply went wrong. Not sensible if nothing new has been built in two years.

Go to a large agency. Plenty of structure, plenty of brand contacts, established processes. The price is attention: with several hundred creators on the roster, nobody develops a format with you.

Do it all yourself with your own team. Maximum control and no commission. In exchange, contracts, tax, bookkeeping, deadlines and creative responsibility all sit with you – and there is no outside perspective at all.

Limelight. A small roster, creative direction as the core service, a full back office including a tax and legal network, and a team that came out of theatre and television. Not a fit if you just want more enquiries. A fit if you want to build something that belongs to you.

what does limelight take off your desk?

Everything that isn't content. Including the paperwork nobody wants.

We run the full back office: reviewing and negotiating contracts, invoicing, tracking payments, chasing late ones, watching deadlines, clearing usage rights and coordinating with every company that belongs to your business.

how does tax, bookkeeping and social insurance work?

Through a standing pool of tax advisers and bookkeepers who specialise in creators – not a general practice that guesses once a year.

A creator business is unusual for tax purposes: barter deals, product samples, fees from abroad, travel costs, VAT on cross-border partnerships, the question of trade versus freelance status. Anyone not working on this daily misses things that get expensive later.

That includes the German Künstlersozialkasse, the artists' social insurance fund. Creators can be admitted under certain conditions if their work is journalistic or artistic – purely promotional product placement does not qualify, and the question has not been settled by the highest court. We assess with our experts whether and how it applies to you, and support the application if it fits. We don't promise it. We clarify it.

what happens when something goes wrong?

We call a media lawyer. You don't.

We have reliable contacts in media, copyright and competition law. A warning letter over disclosure rules, a dispute about usage rights, a contract suddenly read differently, a public conflict with a legal dimension: these are situations where hours matter and where nobody should be searching for a lawyer online.

Maximum creative freedom, maximum support, minimum risk. You decide about your content. We keep everything else away from you.

how do i reach limelight?

WhatsApp or email is fastest. You can reach Limelight Agentur at hallo@limelight-agentur.de and on WhatsApp at +49 1512 12 952 48. We reply within 24 hours, with no obligation.

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Limelight Agentur · Lena Kremer
Balanstraße 29, 81669 Munich, Germany
WhatsApp and phone: +49 1512 12 952 48
Email: hallo@limelight-agentur.de

Our office is in Munich, we're on the ground in Munich and Cologne, and we work across the DACH region and internationally. An introductory call and an independent assessment of your account are available at any time.

Lena Kremer online: Instagram and Substack @lenakremer · TikTok @lenalimelight · LinkedIn · Substack