Business Affairs: It’s Not Whether You Can Do It, It’s How

Those in business affairs (BA) all too often get a bad rap for being the “gatekeepers” of creativity, the ones who put a stop to big ideas by enforcing the rules – but this couldn’t be further from the truth. Head of business affairs and operations at X-15, Kristen Reut, is redefining this function, presenting it not as an obstacle, but as a vital, creatively-driven part of the production process. Through her leadership, X-15 has transformed BA from a reactive, compliance-heavy role to one that actively shapes and nurtures creative execution.

However, as LBB’s April Summers finds out, Kristen’s journey into business affairs has been anything but conventional. With a background in marketing, she quickly found herself immersed in the world of contracts and talent negotiations at Deutsch LA, before moving on to run BA departments at agencies like Saatchi LA and TBWA\ Media Arts Lab. When she arrived at X-15, Kristen saw an opportunity to apply her extensive experience in a new way — creating a more strategic and creative approach to BA that would empower both clients and internal teams to think outside the box.

Dismantling Common Misconceptions

In many traditional agencies, business affairs is seen as a compliance function, often isolated from the creative process. Kristen’s role at X-15 flips that idea on its head. “The misconception is that business affairs is just about contracts, rules, and compliance,” she explains. “But the reality is much different. We’re not saying no to things — we’re finding ways to help the ideas succeed. Business affairs play a strategic role in decision making, aligning with creative needs while also protecting company interests.”

At X-15, Kristen’s role has expanded far beyond the typical confines of business affairs. She doesn’t just handle contracts and negotiations; she also oversees business operations, working with clients’ procurement and finance teams to ensure their needs are met while providing creative solutions that align with their objectives. It’s a unique position that allows her to be both a business strategist and a creative partner, a dual function that makes her an indispensable part of the team.

“It's not whether we can do something, it’s how we can do it,” Kristen says pointedly. “When we come into the process early enough, we can work with clients to solve problems and make sure that the creative vision stays intact while still being viable from a business perspective. It’s important to learn the rules because then you understand what is between the lines. Analysing what is missing and applying that to create solutions, that’s the exciting part and probably why I fell in love with this role.”

Business Affairs as a Strategic, Creative Partner

Kristen’s role at X-15 is a prime example of how business affairs can evolve into a strategic partner in the creative process. Rather than working in a silo, Kristen collaborates closely with the creative team, helping to anticipate potential challenges and find innovative solutions. It’s this proactive approach that allows her to shape the direction of a project from the outset, ensuring that the final product is both legally sound and creatively compelling.

“Mine is not a role that business affairs would typically take on at an agency. At X-15, we think more strategically. We’re able to assess the needs of the individual client and find ways to meet those needs, without compromising on the creative vision," she explains.

Kristen finds the greatest satisfaction in her role by guiding the creative team through the challenges of a project while making sure the client’s business goals are achieved. "From detective work to forging partnerships, it's about being an ally to the creative team. It's also about making sure we’re aligned as a business and working towards common objectives."

Problem-Solving in Action

Kristen’s approach to business affairs has had a direct impact on the success of many high-profile projects. One memorable example involved a major campaign that required a specific music track — a track that exceeded the project’s budget. With challenges mounting, Kristen stepped in to find a solution.

“I worked on a high-profile, high-budget project that was essentially a big puzzle,” Kristen recalls. “If one piece was missing, the campaign would be compromised. It featured multiple celebrities and was built around a key music track. However, the desired song greatly exceeded the budget. With frustration and tension increasing on all sides, I stepped in and negotiated with the label to secure access to an unreleased track from the same artist.”

By getting the music locked down early, Kristen granted the creative team the time and space to adjust the script and concept to better fit the new track. The result was a campaign that not only introduced a song that went on to top the Billboard 100, but also positioned the brand as culturally relevant and forward-thinking.

For Kristen, this is a perfect example of how business affairs isn’t just about enforcing rules — it’s about transforming what seems like an obstacle into an opportunity for something even better.

Fostering Creativity Through Relationships

Another key to Kristen’s success in redefining business affairs at X-15 is her ability to build relationships, both internally and externally. “Building relationships with talent, partners, and also legal and finance teams helps create a network of people who trust you and who you can call on when needed.”

Kristen’s approach has helped shape a company culture that embraces flexibility, strategic thinking, and collaboration. “Business affairs is about being part of the team,” she says. “We’re here to find ways to make things work, not to say no to the creative ideas. We’re making sure that the creative vision is protected and able to thrive within business constraints.”

This involves shifting to a collaborative “how can we?” mentality, where the focus is on aligning business goals with the artistic vision along with involving the right stakeholders early in the process. With transparent communication between business, creative, and operational teams, potential issues are identified and addressed sooner rather than later. This alignment not only prevents missteps down the line but also strengthens the overall vision of the project.

For those looking to follow in Kristen’s footsteps, she offers practical advice. “To succeed in this area of the business, you need tactical skills — learn the union agreements so you can interpret the information to apply a relevant POV for broader solutions.” Also, “BA is not for the timid,” she says wisely. “Learn how to speak confidently and reinforce your relationship building skills. Partnerships are critical to success in every project and developing transparency will serve you well.”

“You must also love details! Contracts are critical documents that permeate all of BA from production to IP licensing, so understanding contract terms and how to properly negotiate those to serve business needs while reducing risk is imperative.”

Kristen’s work at X-15 is a testament to the continued evolution of business affairs. Tearing down common misconceptions that BA is a compliance-driven, reactive role, she demonstrates how the right professional can become strategically integrated into the pipeline in the interest of enhancing the creative process. By fostering a collaborative and solution-oriented environment, Kristen Reut shows specialists in this field are key players in driving innovation, allowing creativity and business needs to thrive side by side.