United Talent Agency is beefing up the leadership in its UTA Creators division, as the business of the creator economy continues to boom.
Seven agents have been promoted in the division, including Beth Hatchett, Ike Zhang, Nicole Lonner, Rebecca Bibb, Sarah Mathews, Scarlett Perlman and Shelby Schenkman. The agency says that UTA Creators has seen its revenue triple over the past five years, underscoring the growth in the sector and its leadership in the space.
The seven newly-promoted agents will report to A.J. Leone, Mahzad Babayan, Rebecca Steinberg and Ty Flynn, and will focus on areas like expanding creators to new lines of business, building out the creator business in New York and the U.K., and working with Klutch Sports in the spots creator space.
“UTA didn’t just help write the playbook for creator representation. We set the standard, and we intend to keep raising it,” said UTA Creators co-jeads and Partners Oren Rosenbaum, Ali Berman and Raina Penchansky in a joint statement. “As our clients’ visions and ambitions grow, so does the business we’re building around them. This next evolution gives our leaders greater focus and our clients more tailored support, fueled by our deep understanding of the landscape and innate ability to anticipate what’s next. We’re not just responding to where the industry is going; we’re constantly building for where our clients want to go.”
UTA’s client list in the creator space is vast, including Alix Earle, Charli D’Amelio, Dave Portnoy & Barstool Sports, Emma Chamberlain, Jake Shane, Kai Cenat, Kareem Rahma, Keith Lee, Mel Robbins, Mr. Ballen, MrBeast and Olandria Carthen. The firm launched its digital talent representation group way back in 2006, and is a leader in the space
Recent signings include Slushy Noobz as well as Al Nash, lifestyle creators Britney De Villiers and Daniella Stockley aka DaniBabes, the sports-centric Nimi Mehta, and entrepreneurship-focused Grace Andrews and Tara Keeney.
The promotions come just a few days ahead of The Hollywood Reporter’s Creators A-List Party, presented by UTA, which will be held on Wednesday night in West Hollywood, where the party will be packed with creators from the list and beyond as well as the top execs driving Hollywood’s creator economy.
The event is timed to coincide with the publication of THR’s third annual Creators A-List issue, celebrating the most powerful creators in Hollywood today.