An Interview with Joey Roesler CEO of CMG Talent: Protecting Legacies and Building Brands

Joey Roesler is a distinguished attorney and the driving force behind intellectual property protection and talent representation at CMG Worldwide. With a keen understanding of brand development and a passion for safeguarding creative rights, Joey works daily with clients, partners, and department heads to ensure the company’s continued success in a rapidly evolving marketplace.

He also serves as the CEO of CMG Talent, a subsidiary agency managing over 60 creators, where he secures high-profile brand deals, endorsements, and sponsorships. His role at CMG Talent is defined by his strategic foresight, allowing emerging and established talents to thrive in competitive environments. Outside of his professional responsibilities, Joey Roesler is an avid skier, hiker, and runner, balancing his demanding career with a love for the outdoors. His commitment to both legal excellence and personal growth exemplifies his holistic approach to life and work.

What initially drew you to the field of intellectual property and talent management? 
I’ve always been passionate about creativity and innovation—whether it’s in the form of music, art, or groundbreaking ideas. Intellectual property is the backbone of preserving that creativity, ensuring that the hard work of creators is protected and valued. When I joined CMG Worldwide, I saw firsthand how impactful proper representation could be for artists and brands. That naturally evolved into managing talent because the principles of protection and growth are so closely aligned. Helping creators expand their reach while securing their rights is incredibly fulfilling.

What is the most challenging aspect of protecting intellectual property in today’s digital landscape? 
The digital age has been both a blessing and a curse for intellectual property. On one hand, creators have more avenues than ever to share their work. On the other hand, digital platforms make it incredibly easy for content to be shared—and sometimes stolen—without proper credit or compensation. One of our biggest challenges is monitoring that usage across global platforms. We’ve had to develop robust strategies and partnerships to ensure our clients’ properties are respected and protected.

How does your role as CEO of CMG Talent differ from your work with intellectual property at CMG Worldwide? 
My role at CMG Worldwide is heavily focused on legal protection and brand legacy—ensuring that rights are maintained and legacies are extended through elevated partnerships and story telling. There, we are most concerned with intellectual property licensing.  There are really two buckets of income for celebrities and public figures – personal services and intellectual property. CMG Worldwide is focused on protecting and promoting intellectual property. CMG Talent is all about personal services. We actively seek out brand deals, endorsements, and sponsorships that elevate our clients’ profiles. It’s a balance between legal safeguarding and strategic expansion, and I truly enjoy switching between those dynamics.

What qualities do you look for when deciding to represent new talent at CMG Talent? 
We prioritize authenticity and potential for growth. It’s not just about current popularity; it’s about long-term influence. We work with creators who are passionate about their craft and dedicated to building meaningful connections with their audiences. That foundation makes it easier to secure sustainable brand partnerships and protect their legacy.

Can you share a recent success story that you’re particularly proud of? 
We did a deal with Wingstop and our creator’s content got more than 100 million views in the first week of a six month program. I heard the brand’s marketing was doing backflips in the office, and that is what I love to hear.

How do you stay ahead of trends in such a fast-paced industry? 
It’s all about staying connected—not just within our circles but across different industries. I attend conferences, keep up with digital marketing trends, and make it a point to understand emerging platforms. Our team at CMG is always learning and adapting because the landscape is always shifting.

What role does collaboration play in your day-to-day operations? 
Collaboration is crucial. At CMG, I work closely with legal teams, marketers, and client managers to ensure that we’re aligned in strategy and execution. Protecting intellectual property and expanding talent brands require a unified approach—every department has to be on the same page to succeed. We do not do hybrid or remote work —we are all about relationships, collaboration, and efficient communication in the office every day.

What advice would you give to aspiring creators looking to protect their work? 
Start with the basics: copyrights, trademarks, and contracts. Make sure everything you produce is legally documented and protected. Beyond that, find representation that truly understands your vision. Too often, creators jump into deals without understanding the fine print. Protecting your rights early on will save you massive headaches down the road.

What do you find most rewarding about your work? 
For me, it’s all about building. When I see the brand we represent growing and thriving, or when one of our talents secures a life-changing deal, it’s incredibly rewarding. That’s what drives me every day.

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