Top 22 Talent Managers and Agents Helping YouTubers Diversify Their Brands
- YouTube creators work with agents and managers to grow their brands online.
- Companies and agencies now represent influencers in a variety of verticals, from gaming to ASMR.
- Here are 22 managers and agents who are helping YouTubers build their careers.
While early business deals in the digital space were all about sponsored content and product launches with existing businesses, today’s top YouTube stars want to build their own businesses from scratch.
Managers and agents, who are among the most important figures in a creator’s career, help facilitate this change, in addition to meeting the other requirements of being a digital star.
Although the lines between the two roles continue to blur, agents have traditionally been more transaction-focused, representing more creators, while managers are more attuned to the day-to-day careers of YouTubers.
So it’s somewhat fitting that some of the managers who have become the best in the business started out as close friends or even family members of early clients – like Rare Global founder Ashley Villa, whose sister is YouTuber Stephanie “Soothing Sista” Villa, or Matt Philips, who founded what would become Human Media Group with college best friend turned YouTube phenom Charlie “Cr1TiKaL” White.
But being a manager or agent is more than just being a friend; they help their clients organize their days, earn money, and decide which business opportunities to pursue.
“Every day is different,” Christina Jones, senior vice president at Digital Brand Architects, told Insider of the role. “Over the past two years, the most important conversations have been about what we can do outside of the norm. Many of my meetings and calls with talent, and on behalf of talent, are about larger projects.”
These projects are both online and offline, as influencers have expanded their businesses to include speaking engagements, products, or roles in traditional film and television series. Some big YouTube stars also want to create their own IP address.
Jones, for example, helped her client, beauty influencer Patrick Starrr, launch her One/Size cosmetics company, which is now sold at Sephora. Meanwhile, Zack Honarvar helped creator Airrack launch his online film school Creator Now, and Matter Media Group’s Evegail Andal helped YouTubers Alisha Marie and Ashley Nicole create Parallel Apparel.
As the space continues to grow, so do the options for different management types and styles. While some management companies and agencies build broad client lists, others are more targeted. Clique Now, for example, primarily represents Asian American talent, while Shannae Ingleton leads Kensington Grey’s diverse black creative network.
Legacy agencies like CAA, WME and UTA are representing more digital stars than ever before and helping their clients branch out into new media verticals, from book deals to television roles. In recent years, former Hollywood agents have also left these big companies to start their own boutiques.
With our third annual Power List, Insider recognizes the top 22 managers and agents who represent YouTube creators. Based on our own reports and nominations from industry experts, those listed were chosen based on both their longevity in the space and their greatest impact in advancing the technology industry. influencers.
The 22 managers and agents are listed below in alphabetical order: