- Business Insider is recognizing the leaders who are helping shape the careers of YouTube influencers in 2019.
- We are highlighting 14 power players of talent management, based on who is successfully assisting creators in their digital businesses.
- These talent managers help their clients diversify their online brands, build lasting partnerships with companies through influencer marketing campaigns, and even develop consumer products.
- Click here for more BI Prime stories.
YouTube creators are dominating the influencer space, with millions of followers and brand deals that earn them a lucrative income.
With each year, new creators are breaking into the industry and the demand for managers to help them sustain their success and growth has increased.
Business Insider is recognizing the power players who are helping shape the careers of these stars in 2019. In this inaugural list, we are highlighting the top 14 YouTube talent managers who are assisting creators with their digital brands and businesses.
These talent managers help their clients diversify their online brands and build lasting partnerships with companies through influencer marketing campaigns. They also often assist their clients in developing consumer products and merchandise, popular among influencers in 2019.
The landscape has changed over the last few years, as YouTube has evolved as a platform.
The once-popular multi-channel networks (or MCNs) that dominated the online talent space — signing up hundreds and even thousands of clients — have experienced a decline, with some major players shutting down.
As this shift has happened, firms with smaller rosters of top clients have risen to the forefront. These new power players have developed expertise in the many facets of the influencer world in 2019.
They advise clients against promoting products that could damage their careers, and help in operating companies and selling direct-to-consumer products. Some even own product lines under venture arms.
Reed Duchscher, who managers creators like MrBeast (24 million YouTube subscribers), told Business Insider that he focuses on helping clients create and structure new businesses and build out their internal teams.
“One core reason I think YouTube talent managers are important is due to the fact that most successful channels are run by young people,” he said. “We’re seeing 15- and 16-year-old kids garner hundreds of millions of views each month, before they even graduate high school. We help them avoid the pitfalls of working through this industry.”
Managers earn revenue by receiving a cut of the influencer’s earnings, which typically ranges from 10% to 20% depending on how much the manager 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, responsibilities, and their impact on the business of being a creator.
The power players are listed in alphabetical order:
Amron Lopez – Talent Manager, Authentic Talent and Literary Management
Amron Lopez, talent manager at Authentic Talent and Literary Management, assists clients in the digital and international department of Authentic Talent.
He began his career as an agent at Creative Artists Agency in 2011, and previously worked at Big Frame as a talent manager, with a background focusing on building the careers and brands of talent spanning Hollywood and Asia.
Lopez has helped clients like Olivia Rouyre and Amanda Pavillard in brand partnerships and in extending their careers past YouTube. The lifestyle vloggers are also known for occasionally being featured in top YouTube star Emma Chamberlain’s videos and social media pages (8 million subscribers),
Lopez has built relationships with brands like Acuvue, Maybelline, and Coach — and established deals with companies like Facebook, YouTube, Nestle, and Smart Telecommunications.
Talent includes: Ranz and Niana (9 million and 8 million), Luke Korns (2 million subscribers), Olivia Rouyre (678,000 subscribers), Amanda Pavillard (182,000 subscribers), has worked with Kian and JC (3.6 million subscribers).
Ashley Rachel Villa – CEO, Rare Global
Ashley Rachel Villa leads the female-focused and female-run management company, Rare Global. She is both a manager and attorney, and consults for brands and entertainment entities within the digital-media space.
She manages top YouTube influencers like YouTube personality Wengie, who has 13.9 million subscribers on her main channel under the same name. Wengie is best known for her DIY and craft videos, like DIY edible school supplies with 48 million views, or how to sneak candy in class with 44 million views.
Rare Global recently started a division of “mid-tier” influencers, providing clients between 200,000 and 800,000 followers with strategy and mentorship resources.
Before founding Rare in 2015, Villa was a legal counsel at StyleHaul, the YouTube multi-channel network. There, she worked on agreements in digital media, fashion, and beauty.
Villa gained experience as an attorney in film and entertainment at Lionsgate Entertainment Corp.
Courtney Carter – Founder of Carter Media Group
Courtney Carter is the founder of Carter Media Group, a management and media company that represents and partners with creators.
She serves as manager and production partner to YouTube star Liza Koshy, who has 17.6 million subscribers.
Carter is an executive producer for all seasons of Koshy’s YouTube Original show, “Liza on Demand,” which is now on its second season.
Previously, Carter served as an agent in digital talent packaging and brand partnerships at Creative Artists Agency (CAA). There, she worked to package and sell multiple shows across television and digital. Prior to CAA, Carter served as director of sports management and branded content at ESPN.
Carter began her career in ad and partnership sales working for Madison Square Garden and Major League Soccer.
Talent includes: Liza Koshy (17.6 million subscribers)
Dan Levitt – CEO and Founder of Long Haul Management
Dan Levitt is the CEO and founder of Long Haul Management, a digital-first management firm with clients that include channels over 20 million subscribers, as well as several of YouTube’s top gaming, sports, and pop-culture stars.
Levitt also serves as an executive producer on the Streamy-winning YouTube Red series “MatPat’s Game Lab,” and has previous experience working for companies like Big Frame, Disney, and Columbia Records.
He’s conducted branded integrations with major media brands including Google, Netflix, Nike, Adidas, and Nintendo. And he has assisted his clients in recurring partnerships with companies like SeatGeek, Hulu, Dollar Shave Club, and Audible.
Digital Brand Architects – Christina Jones and Hilary Williams Dunlap
Digital Brand Architects is a talent management firm representing creators and publishers. DBA has a products division, Digital Brand Products; a podcasting studio, Dear Media; and is partners with conference series and platform, Create and Cultivate.
DBA was acquired by United Talent Agency, an agency representing artists and other entertainment professionals, in 2019.
Christina Jones, vice president of talent at DBA, and Hilary Williams Dunlap, senior vice president of talent at DBA assist clients across the travel, family, fashion, food, home, and beauty verticals.
Jones’ clients have scored partnerships with companies like MAC and Johnson & Johnson, and her clients include influencers like Patrick Starrr with 4 million subscribers. Starrr is known as one of the top YouTube beauty influencers online and as one of the first “men in makeup.”
Talent includes: Camila Coelho (1.2 million subscribers), Marianna Hewitt (297,000 subscribers), Patrick Starrr (4 million subscribers), Nyma Tang (one million subscribers), and Bretman Rock (6.6 million subscribers).
Evegail Andal – CEO and founder of Matter Media Group
Evegail Andal is the chief executive officer and founder of Matter Media Group, a boutique management firm in the fashion, beauty, and lifestyle spaces.
Her lifestyle and beauty YouTube clients, like influencer Alisha Marie, who has 8 million subscribers, have experience working on brand campaigns with companies like BMW and Starbucks.
Andal focuses on talent support, like assistance with SEO optimization, platform guidance, and event coordination.
She began her career in entertainment marketing, working for Sony, E!, and Flaunt Magazine. Her entertainment experience placed her in charge of PR and social media on platforms like NYX Cosmetics, Sketchers, Pixi, and POP Beauty.
As a talent manager, her roster of talent has established longterm partnerships with brands such as Teen Vogue, L’Oreal, Pantene, and Macy’s.
Fullscreen Media – Mahzad Babayan and Michael Gordon
Fullscreen Media, which was acquired by AT&T’s Otter Media in 2014, is a sprawling digital-media company that has been involved in many businesses connected to the influencer space (to varying degrees of success).
Fullscreen’s talent management business, however, has remained a central part of the brand, and today assists its influencer clients in scaling engagement and various monetization opportunities.
Michael Gordon, director of talent, has signed and managed clients including gaming YouTuber Tfue (11 million subscribers) and underwater scuba-diver DALLMYD (9 million). Jake Koehler, who goes by DALLMYD online, is a successful underwater treasure hunter who earns money by filming himself search waterways for “lost treasure.”
Mahzad Babayan, director of talent at Fullscreen, has nearly ten years of experience in both production and management and is responsible for helping top YouTube clients like Cody Ko and Noel Miller in brand expansion.
Ko and Miller are known for their YouTube series “That’s Cringe,” with videos that have over 14.8 million views, and their podcast “Tiny Meat Gang,” which they’ve expanded into a tour. They have also partnered with brands like ticket-selling service SeatGeek and the coupon browser-extension Honey.
Clients include: Tfue (11 million subscribers), DALLMYD (9 million subscribers), Cody Ko (3.8 million subscribers), Noel Miller (1.5 million subscribers), Miles McKenna (one million subscribers), and Willam Belli (900,000 subscribers).
Gleam Futures – Maddie Chester and Briony Gaffer
Gleam Futures is a talent management firm behind popular UK vloggers like beauty and lifestyle influencer Zoe Sugg, known as Zoella online (11.6 million subscribers), and lifestyle mommy vlogger Louise Pentland (2 million subscribers).
Maddie Chester has managed Sugg and the “Zoella” brand since 2013. This involves generating and negotiating deals and opportunities ranging from publishing to product licensing, brand product collaborations, app development, and brand partnerships, as well as advising on PR and charity strategies.
Briony Gaffer is a talent manager with experience in influencer campaigns like YouTube star Niomi Smart’s campaign with L’Oréal Botanicals. She has also helped clients in negotiating multiple ambassador roles with brands such as Dior Beauty, L’Oréal Paris, and Armani Beauty.
Talent includes: Zoella (11 million subscribers), Victoria Magrath (628,000 subscribers), Niomi Smart (1.6 million subscribers), Lewys Ball (395,000 subscribers), Sean Elliott O’Connor (459,000 subscribers).
Jack Reed – CEO, Cofounder of Millennial Entertainment
Jack Reed is the CEO and cofounder of Millennial Entertainment, a YouTube-focused management firm.
He works with top content creators and social media influencers like David Dobrik, who has 14 million subscribers, as well as various members of his “Vlog Squad.”
Dobrik has expanded his digital brand with recent TV experiences, like hosting Nickelodeon’s 2019 Teen Choice Awards and appearing as a judge in the upcoming show, “America’s Most Musical Family.” A recent survey by investment banking firm Piper Jaffray found that Dobrik was US teens’ favorite person to follow on social media.
Reed has assisted clients like Dobrik in building partnerships with SeatGeek, Honey, EA, and Chipotle.
Reed got his start in digital talent after reaching out to Dobrik once the star began to gain popularity online from his short-form videos on the defunct social-platform Vine.
Jordan Worona – CEO, We are Verified
Jordan Worona is the CEO of We are Verified, a digital talent management group with clients like the popular YouTube vlogger, Tana Mongeau (4.9 million subscribers).
Worona specializes in working with online influencers and has previous experience working with digital talent at both Studio 71 and Fullscreen.
Worona is known online for managing Mongeau and her wildly popular YouTube channel and online career. Mongeau, recently known for her viral wedding with fellow YouTube star Jake Paul, has featured Worona across her social platforms and on videos like “MY MANAGER TEACHES ME HOW TO DRIVE (i almost killed us),” with 1.6 million views.
Worona also assists influencers like Hunter Moreno on his merchandise line “Make sure your friends are okay” and influencer Trisha Paytas (4.9 million subscribers) with her monthly subscription box, “Glitter Bitch Box.”
Clients include: Tana Mongeau (4.9 million subscribers).
Naomi Lennon – President of Lennon Management
Naomi Lennon is the president of the social-media influencer talent management firm, Lennon Management.
Since 2009, Lennon has managed some of YouTube’s biggest influencers, including beauty influencer Rachel Levin, who goes by RCLBeauty101 online, with 14 million subscribers.
Lennon has negotiated and overseen campaigns for clients with top brands like Ford, Covergirl, Clinique, Pepsi, and Target.
Lennon Management has expanded to include influencer product lines, investments in digital startups, and a music artist department.
Lennon is also an executive producer for digital entertainment studio, New Form Digital’s “The Fourth Door,” staring actress Monique Coleman and YouTube star Joey Graceffa.
Petar Mandich – Chief Talent Officer and Cofounder of ADDITION Management
Petar Mandich is the chief talent officer and cofounder of ADDITION Management, which focuses on distribution of content and creation of original programming across platforms, as well as assisting clients in expanding to product merchandise to enhance their digital brands.
Mandich works with leading digital talent like Joey Graceffa (9 million subscribers on YouTube) who is a New York Times bestselling author and the driving force behind the YouTube Originals show, “Escape the Night.”
Mandich is the executive producer on all 4 seasons of Graceffa’s series and got his start in artist/music management at The Collective (now Studio 71).
Talent includes: Joey Graceffa (9 million subscribers), iJustine (6 million subscribers), Erin Robinson (190,000 subscribers), Evelina (one million subscribers) and Jennifer Zhang: JENerationDIY (2 million subscribers).
Reed Duchscher – President and CEO, Night Media
Reed Duchscher is the president and CEO of Night Media, a digital talent management firm behind top creators like Jimmy Donaldson, known as MrBeast online, who has 24 million subscribers and has videos which can be consistently found on YouTube’s trending page.
Donaldson met Duchscher when he had 1.9 million subscribers and two employees. After working with Duchscher, Donaldson now has over 20 million subscribers and 18 full-time employees.
Duchscher is actively working with 10 influencers with over 1 billion views per month, including creators in the vlogger-gaming space like MrBeast, Preston, Unspeakable, and Ssundee.
Duchscher left a career in NFL management to pursue working with digital creators. Starting in 2015 with the now-popular YouTube group Dude Perfect, today Duchscher’s built long-term deals for clients with companies like Elmer’s Glue, HotWheels, Disney, Sonic, Hot Pockets, and OnePlus.
Talent includes: MrBeast (24 million subscribers), Preston (10 million subscribers), Unspeakable (4 million subscribers), Ssundee (12 million subscribers), Leah Ashe (2 million subscribers), Brianna Playz (153,000 subscribers), and Typical Gamer (8.5 million subscribers).
Select Management Group – Charley Button, Lisa Filipelli, Scott Fischer, Fred Johnson, Caroline Nardilla, Amy Neben, Alex Rocca, and Adam Wescott
Select Management Group is a digital-first talent management firm that assists clients in endorsement opportunities, licensing deals, and acting opportunities (through its affiliate venture Third Act Entertainment).
In 2018, founding partners Scott Fisher, Adam Wescott, and Lisa Filipelli merged groups Flip Management and Select Management Group to one management firm, later adding on Amy Neben as a partner.
Select assists clients in expanding their online businesses, from launching consumer products, to building brand partnerships, with top YouTube clients including lifestyle and beauty vloggers MyLifeAsEva and LaurDIY.
Adam Wescott, partner and cofounder, also developed, produced, and sold “This Is Everything: Gigi Gorgeous,” and “Me and My Grandma,” which are available on YouTube Premium.
Talent includes: Andrea Russett (3 million subscribers), Aspyn Ovard (3 million subscribers), MyLifeAsEva (10 million subscribers), Gigi Gorgeous (2.9 million subscribers), LaurDIY (9 million subscribers), and Tess Christine (2 million subscribers).