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- Since the rise of YouTube influencers, Hollywood’s top talent agencies have developed digital-focused departments, and now work with popular YouTube stars like Emma Chamberlain and Shane Dawson in developing multi-platform businesses.
- Business Insider is highlighting 18 power players in the digital talent agent space, based on who is successfully helping shape the careers of creators.
- These talent agents help their clients monetize their online brands, build lasting partnerships with companies through influencer marketing campaigns, and develop consumer products.
- Send your influencer industry tips to this author at [email protected]
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YouTube creators are dominating the influencer space and building multi-faceted businesses to rise above the whims the algorithm.
These influencers expand their digital businesses by selling consumer products, securing lucrative brand partnerships, and through other avenues. And big creators often have a team of industry professionals by their side helping them run their empires.
After highlighting the top talent managers in the YouTube influencer space earlier this year, Business Insider is now putting a spotlight on the top talent agents. These 18 power players are helping shape the careers of social-media stars in 2019.
Since the rise of YouTube influencers, Hollywood’s top entertainment agencies, from WME to UTA, have developed digital-focused departments, and now work with popular stars like Emma Chamberlain and Shane Dawson.
Some YouTube creators have both a talent manager and an agent to help build their digital brand. In those cases, a manager will often help with day-to-day work of crafting the creator’s brand, while an agent will work bringing in deals and on broader business strategy. There’s also some overlap.
“Agents and managers are really partners in representing talent,” said Carolyn Moneta, a digital media agent at WME. “Traditionally, we are really executing on the vision that the client has, that the manager is helping to materialize. We procure the deals and help negotiate them, whereas managers are really on the ground helping to manager their day-to-day lives and articulate the vision to the agents who can execute on it.”
Moneta represents creators like Lilly Singh (14.9 million YouTube subscribers) and told Business Insider that she works to connect clients with top brands and to help clients build out direct-to-consumer products.
“We focus on direct-to-consumer business strategies on the consumer products space, brand partnerships, endorsements, podcasts, and other initiatives for our clients across the company,” Moneta said.
“When you can own something, rather than endorse it, that is really an important part of their business and can sustain beyond their stardom,” she said. “It gives them the control.”
Similar to managers, agents earn revenue by receiving a cut of the influencer’s earnings, which typically ranges from 10% to 20%, depending on how much the agent does for the client, according to industry insiders.
To form this list, Business Insider relied on a mix of our own reporting, nominations from readers, and industry experts to narrow down the finalists. We chose them based on their experience in the YouTube influencer space, their responsibilities, and their impact on the business of being a creator.
The 18 power players are listed in alphabetical order by agency:
Via https://newsapi.org online business online marketing online business opportunities Abrams Artists Agency – Maxwell Mitcheson, Amanda Marzolf, Jade Sherman, Melissa DeMarco, Keith Bielory, and Marienor Madrilejo
From authors, actors, and dancers to YouTube stars and professional gamers, Abrams Artists Agency, founded in 1977, represents clients across the entertainment industry and in areas of digital media like YouTube and Instagram.
Maxwell Mitcheson, agent
Mitcheson began his career at ICM Partners, in the Global Branded Entertainment group, securing commercial endorsements for celebrity talent.
At AAA, he builds revenue opportunities for clients, while also continuing to build their
personal brand. Recent deals include partnerships with brands like Target, H&M, and Secret.
Amanda Marzolf, senior agent
Marzolf works to build the personal brands of influencers across digital platforms including YouTube, Instagram, and Snap.
She facilities business opportunities on these platforms for her clients, and has worked to break clients into traditional media like television, film, and publishing.
She’s closed deals for clients like Jackie Aina, who has a Savage x Fenty partnership and Anastassia Beverly Hills collab.
Jade Sherman, partner
Sherman is the youngest partner at AAA.
She has worked with social-media influencers in creating partnerships in the form of branded content partnerships, unscripted shows that live separate from their social platforms, podcasts, and books.
Melissa DeMarco, agent
DeMarco works to close deals including Mr. Kate and Lowes’ multi-episode campaign, MakeUpByDenise’s partnership with Bobbi Brown to create her own custom Crushed Liquid Lip Color (sold in Sephora), Sasha Morga’s year-long campaign with Windsor, and Olivia Rouyre’s long-term deal with Coach.
Keith Bielory, agent
Bielory is one AAA’s few digital agents based on the East Coast and he works on brand marketing, endorsements, licensing, and event sponsorship for clients.
Bielory’s roster consists of leaders in the health, wellness, family, lifestyle, and beauty spaces.
One of his key clients is Doctor Mike, whose YouTube channel Keith helped launch a little over two years ago. Today, his channel has exceeded 4 million subscribers and Doctor Mike is a 2019 Shorty Award Finalist for “Breakout YouTuber of the Year.”
Marienor Madrilejo, agent
Madrilejo works to develop her client’s brands into IP.
Madrilejo helped YouTube star Guava Juice launch his toy line and land it on the shelves of Walmart and Target stores nationwide.
She has experience working with global brands like Apple, Amazon, Estee Lauder, and General Mills.
AAA talent includes: Guava Juice (14 million subscribers), Mr. Kate (3.6 million subscribers), Andrea Brooks (4.4 million subscribers), Meredith Foster (4.6 million subscribers), and Anthony Padilla (3.5 million subscribers).
Via https://newsapi.org online business online marketing online business opportunities Creative Artists Agency — Arleta Fowler
With clients like Robert Downey Jr. and Beyoncé, Creative Artists Agency, founded in 1975 by agents from William Morris, is one of the major Hollywood agencies.
Arleta Fowler is an agent within CAA’s digital media department.
Fowler works with her digital clients to leverage their massive audiences and to build new businesses. Some of her clients include Liza Koshy, Melvin Gregg, Summer Mckeen, and Demetrius Harmon.
She works to negotiate and secure deals for her clients and drive her clients’ businesses across multiple verticals, including the areas of television and film. She’s helped her clients land brand partnerships with companies including Dolce & Gabbana, Calvin Klein, Maybelline, Google, Adidas, and Nike.
Fowler began her career at Discovery Channel. She joined CAA in 2005.
Talent includes: Liza Koshy (17.7 million subscribers), Melvin Gregg (469,000 subscribers), Summer Mckeen (2.3 million subscribers), Demetrius Harmon, Jasmine Luv, and Brian Jordan Alvarez, among others.
Via https://newsapi.org online business online marketing online business opportunities Creative Artists Agency — Andrew Graham
Andrew Graham is an agent within CAA’s digital media department.
At CAA, Graham has worked to expand consumer partnerships for traditional and digital clients, expanding their businesses into multiple revenue streams.
He has worked to negotiate direct-to-consumer merchandising lines for clients like Sam & Colby (3.7 million subscribers) for their merchandise line “XPLR,” which is also sold in Hot Topic stores.
Graham has worked to build branded content partnerships for his clients with companies like Samsung, Verizon, 5 GUM, Coca-Cola, and Nike.
Before joining CAA in 2016, Graham previously worked as a senior talent manager at the digital media company Fullscreen Media, and then at YouTube multi-channel network and talent management company Big Frame (acquired by AwesomenessTV).
Via https://newsapi.org online business online marketing online business opportunities Creative Artists Agency — Chris Wittine
Chris Wittine is is an agent within CAA’s digital media department.
He represents content creators and pro gamers like The Dobre Brothers with 7.9 million subscribers.
Wittine began his career at William Morris Endeavor in 2014, and joined CAA in 2018.
Via https://newsapi.org online business online marketing online business opportunities Re6l – Duke McKenzie, Kat Peterson, and Sam Ryley
Re6l is an influencer media and ecommerce company based in Toronto, with clients like YouTube’s most popular creator, PewDiePie, who has 102 million subscribers.
The founding members include Duke McKenzie (CEO), Kat Peterson (cofounder and vice president of business development), and Sam Ryley (cofounder).
They represent a small group of YouTube creators, helping them develop their brand-sponsored campaigns, brand partner relationships, and power their owned and operated ecommerce brands.
Via https://newsapi.org online business online marketing online business opportunities WME— Alexandra Devlin
William Morris Endeavor (a subsidiary of Endeavor) is among the top Hollywood talent agencies, serving clients like Ben Affleck and Amy Adams. The current company was formed in 2009 after William Morris Agency and the Endeavor Agency merged.
Alexandra Devlin is an agent in WME’s digital media department.
She represents talent like David Dobrik, Benito Skinner, The Dolan Twins, and Mixed Makeup, and works to connect them with brands for partnerships.
Prior to WME, Devlin served as an executive vice president at Light Switch Digital and prior to that, worked as a talent manager at Digital Brand Architects, focusing on negotiating and securing branded deals for digital influencers and building influencer ambassador programs for major brands.
Via https://newsapi.org online business online marketing online business opportunities WME — Ben Davis
Ben Davis is a digital media partner at WME.
He started his career in the WME mail room in Beverly Hills in 2011.
Today, Davis represents a variety of YouTube talent and leads the agency’s podcast efforts.
He became a partner in August 2019, and in his role, Davis works to develop content strategy, source and negotiate deals, and explore opportunities for digital properties to cross over into traditional media.
Since working his way up the company, Davis has had success with bringing traditional media stars like Dwayne “The Rock” Johnson to YouTube.
Talent includes: Casey Neistat (11.6 million subscribers), David Dobrik (14.4 million subscribers), Sean Evans (7.5 million subscribers), Binging with Babish (5.5 million subscribers), Vsauce (15 million subscribers), and Dwayne “The Rock” Johnson (4.6 million subscribers).
Via https://newsapi.org online business online marketing online business opportunities WME — Carolyn Moneta
Carolyn Moneta is an agent in WME’s digital media department.
She connects clients with brands and works to build direct-to-consumer strategies for clients across the company. She represents talent like Lilly Singh, Casey Neistat, and David Dobrik.
Moneta works with clients to build brand partnerships and worked to establish the two-year partnership between Singh and the skin care line Olay.
“This has really helped her grow her visibility off platform,” Moneta said, and Singh is in her second year working for Olay.
Moneta began her career as a production assistant on Jenji Kohan’s “Weeds,” ultimately leading to her current role as agent at WME.
Via https://newsapi.org online business online marketing online business opportunities WME — Joe Izzi
Joe Izzi is an agent in WME’s talent department.
Izzi works to help clients build out and diversify their brands through television, commercials and licensing, podcasts, touring, publishing, fashion, and modeling.
He also works to build digital businesses for the agency’s traditional talent, and recently brought Chrissy Teigen, Jack Black, Jason Momoa, and Ronda Rousey to YouTube for the first time.
Izzi joined WME in 2010.
Talent includes: The Dolan Twins (10.6 million subscribers), David Dobrik and the Vlog Squad (14.4 million subscribers), Maddie and Mackenzie Zielger (3 million subscribers each), and Jake Paul (19.7 million subscribers).
Via https://newsapi.org online business online marketing online business opportunities United Talent Agency — Greg Goodfried and Alison Berman (coheads of digital talent)
United Talent Agency represents artists and other professionals in the entertainment industry, from Angelina Jolie to Timothée Chalamet. Established in 1991, UTA is among the major Hollywood talent agencies and has developed a digital talent department focused on building businesses for top YouTube creators.
Ali Berman and Greg Goodfried cohead United Talent Agency’s digital talent department.
Berman and Goodfried oversee the agency’s day-to-day projects, representing creators across YouTube, Instagram, and other emerging platforms. They work with digital creators to help grow and expand their businesses in publishing and consumer products.
Berman has helped negotiate endorsement deals between clients and high-profile brands including Nike, Universal, Amazon, and Samsung.
Berman signed 18-year-old YouTube phenomenon Emma Chamberlain shortly after Chamberlain started her YouTube channel. She worked with Chamberlain to expand her brand and launch the podcast “Stupid Genius,” as well as establish top brand collaborations, like becoming the the face of Hollister’s 2019 Swim campaign and working on a campaign with Louis Vuitton.
YouTube star Shane Dawson (23 million subscribers) is one of Berman’s longtime clients. Dawson, popular today for his documentary-style videos like “The Truth About TanaCon,” “The Secret World of Jeffree Star,” and “The Mind of Jake Paul,” is a famous face with the YouTube community.
For clients like Dawson, Berman has assisted in releasing books, some of which have become New York Times bestsellers.
Greg Goodfried, the other cohead of digital talent at UTA, represents YouTube creators like Shay Mitchell, Alisha Marie, and Karina Garcia.
Goodfried worked to help Garcia with launching her toy company “Craft City” at Target, and worked to help other clients with licensing deals with Too Faced, OGX, and Sinful Nails.
Goodfried was previously the president and cofounder of the media company EQAL, and Berman started as an agent at UTA.
Talent includes: Rhett & Link (15.9 million subscribers), Shane Dawson (23.1 million subscribers), Emma Chamberlain (8.52 million subscribers), Safiya Nygaard (8.49 million subscribers), among others.