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  • TikTok has become the hottest social platform among Generation Z and influencers are using it as a springboard to social-media stardom.
  • Business Insider is recognizing the 19 top talent agencies and management companies that are helping to shape the careers of TikTok stars in 2020.
  • These agents and managers come from a variety of backgrounds, with some having experience working with other social-media creators or Hollywood talent, and others entering the talent management space for the first time with the arrival of TikTok. 
  • Send your influencer industry tips to the authors at dwhateley@businessinsider.com and aperelli@businessinsider.com.
  • Click here for more BI Prime stories.

TikTok has become a serious contender in the battle for social-media attention, with billions of downloads globally. And talent managers and agents are fighting to sign TikTok’s roster of up-and-coming stars. 

With the help of their reps, the app’s most popular creators have scored Super Bowl ads, lucrative brand sponsorships, and have crossed over into traditional media with talk-show appearances and animated voiceover work.

As with TikTok’s top talent — which includes YouTube-famous creators like David Dobrik and Emma Chamberlain and newcomers like Charli D’Amelio — the list of power players in TikTok talent management is a hodgepodge of incumbents and upstart agencies who capitalized on the app’s popularity at the right moment.

Some influencers 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.

The most popular TikTok creator is 15-year-old Charli D’Amelio, who posts dance videos with friends or from her bedroom in Connecticut. She has 48 million followers on TikTok.

D’Amelio, her sister, and her two parents are all comanaged by the firms Outshine Talent and Manncom Creative Partners, and represented by United Talent Agency for larger business ventures like going on tour or launching a reality TV show.

Agents and managers earn revenue by receiving a cut of the influencer’s earnings, which typically ranges from 10% to 20%, depending on how much the agent they do for the client, according to industry insiders.

After highlighting the top talent managers and agents in the YouTube influencer space last year, Business Insider is now putting a spotlight on the top agents and managers for TikTok talent. These power players are helping shape the careers of TikTok stars in 2020.

Agencies that have worked with traditional Hollywood stars for decades like WME and UTA have been scooping up TikTok talent in recent months. And they’re not the only players in the game.

Talent management upstarts like The Fuel Injector, Amp Studios, and Sadowski Enterprises were some of the first to see TikTok’s potential and set up management deals with its stars.

“I think TikTok is super interesting,” Jad Dayeh, a partner and the cohead of digital at WME, told Business Insider in January. “It’s undeniably connecting with youth culture on a global level.”

As with other social-media platforms, TikTok’s prominence in the cultural zeitgeist has seen a bump in recent weeks as more people spend time online while sheltered at home. TikTok creators have seen video engagement spike and follower counts jump as the app’s user base grows to new heights.

In the months ahead, TikTok stars will lean on their managers and agents to discover how to leverage near-term fame into a long-term career.

To narrow down a list of finalists, Business Insider relied on a mix of our own reporting, nominations from readers, and industry experts who helped us assess each individual’s impact on the influencer business.

The top talent managers and agents for TikTok are listed in alphabetical order by company: 

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Check out our other influencer industry power lists on Business Insider Prime: 

A3 Artists Agency

A3 logo
A3


Maxwell Mitcheson (agent), Adam Loria (agent), Marienor Madrilejo (agent), and Keith Bielory (senior agent)

A3 Artists Agency was founded in 1977 and represents clients across the entertainment industry including actors, dancers, YouTube stars, professional gamers, and TikTok creators.

A3 has four agents who specialize in representing TikTok talent. They are a part of the alternative programming, digital media, licensing, and branding team at A3. In addition to their direct digital clients, they also help the TV/film talent team get their clients onto TikTok, like singer Jordan Fisher who has over 3 million TikTok followers.

Keith Bielory, senior agent 

Bielory works in brand marketing, endorsements, licensing, and event sponsorship. He is based in New York and has built a roster of talent in the health, wellness, family, lifestyle, and beauty spaces. Bielory was hired to build the team out on the East Coast. 

Marienor Madrilejo, agent 

Madrilejo works to develop her clients’ brands into IP and 360-degree businesses.

She has worked with global brands like Apple, Amazon, Estee Lauder, General Mills, L’Oreal, NFL, Samsung, Sephora, Sony, and Viacom. 

Maxwell Mitcheson, agent

Mitcheson represents a variety of talent and specializes in helping his digital clients cross over into traditional mediums like music, acting, hosting, and endorsements.

Adam Loria, agent

Loria signed TikTok stars Demi Bagby and Tayler Holder. He helps clients develop areas of their brands outside of TikTok like partnership deals and podcasts. He is involved in building the agency’s podcast initiative that works with clients to develop new podcasts and help existing ones grow and monetize.

Talent includes: Avani Gregg (16 million TikTok followers), Tayler Holder (9 million TikTok followers), Andre Swilley (7 million TikTok followers), Jordyn Jones (6 million TikTok followers), and Kouvr Annon (5 million TikTok followers).

Amp Studios

Max Levine - Amp Studios Max Levine.

Amp Studios.


Max Levine (chief operating officer)

Max Levine is the COO of Amp Studios, a talent management firm with ten digital clients that collectively generate one billion monthly views across social media. 

Levine’s top client, Brent Rivera, has 25 million followers on TikTok and millions more on other social-media platforms. In addition to being managed by Levine, Rivera serves as CEO at Amp Studios and helps direct the 10-creator team. 

Levine told Business Insider: “A lot of groups of creators kind of look at it from, ‘Hey, we’re going to add influencers or talent.’ We kind of look at it from a perspective where it’s like, we’re a content company, so we want to add more channels to our network.” 

Levine previously cofounded the social-engagement platform Shimmur (currently Community.com).

Talent includes: Brent Rivera (25 million TikTok followers), The Stokes Twins (21 million TikTok followers), Lexi Rivera (8 million TikTok followers), Ben Azelart (7 million TikTok followers), Lexi Hensler (2 million TikTok followers), Jeremy Hutchins (4 million TikTok followers), Andrew Davila (2 million TikTok followers), and Pierson Wodzynski (1 million TikTok followers).

Collab

Collab
Collab


Eric Jacks (chief strategy officer), Angela Rylander (director of talent partnerships), and partner managers: Matt Maguire, Rocio Ramirez, Cassie Banaszek, and Vanessa Beals

Collab is a digital talent network and entertainment studio helping rising social-video creators land brand and business opportunities. 

Collab was started by a brother trio of former creators (James, Tyler, and Will McFadden) and former Fullscreen Executive Soung Kang, to provide software, sales, and services to independent creators. 

The company first supported creators on Vine and then Musical.ly, and has been supporting TikTok creators and executing brand campaigns. Now its talent services include content and audience growth strategy, digital rights management, media sales, brand integrations, and creator development.  

Chief strategy officer Eric Jacks, along with director of talent partnerships Angela Rylander, lead the Collab talent team that includes partner managers Matt Maguire, Rocio Ramirez, Cassie Banaszek, and Vanessa Beals.

Collab helps connect their clients with brands like Nike, Chipotle, Eos, Bliss, L’Oreal, Mattel, and Nickelodeon.

Talent includes: Spencer X (27 million TikTok followers), Baby Ariel (32 million TikTok followers), AdamRayOkay (5 million TikTok followers), and the Eh Bee Family (2 million TikTok followers).

Digital Brand Architects

DBA Shannon Wachtell and Ali Itri.

DBA


Ali Itri (senior talent manager) and Shannon Wachtell (talent coordinator)

Digital Brand Architects is a talent management firm representing creators and publishers that was acquired by United Talent Agency last year. DBA has a products division, Digital Brand Products; a podcasting studio, Dear Media; and is partners with the conference series and platform Create and Cultivate.

Ali Itri, senior talent manager

Itri specializes in managing TikTok talent and brokering deals with top brands. 

Her recent accomplishments include signing native TikTok creators Riley Hubatka (3 million TikTok followers), Seth Obrien (2 million TikTok followers), Sterling Myers (1 million TikTok), and Amelie Zilber (1 million TikTok followers). She also helps brands like Sephora and H&M’s League, and agencies, understand the platform.

She helped YouTube client Team 2 Moms launch on TikTok, where it quickly gained over 750,000 followers. 

Shannon Wachtell, talent coordinator

Wachtell spearheads DBA’s TikTok initiative. She works across the entire company educating her colleagues, brands, and agencies on all things TikTok.

She worked closely with Itri to sign clients, and has landed TikTok deals with brands such as Bliss, Taco Bell, Aussie Hair, and Urban Decay.

Talent includes: Riley Hubatka (3 million TikTok followers), Seth Obrien (2 million TikTok followers), Sterling Myers (1 million TikTok), and Amelie Zilber (1 million TikTok followers).

Fanbytes

Timothy Armoo Timothy Armoo.

Timothy Armoo


Timothy Armoo (CEO)

Timothy Armoo is the CEO of Fanbytes, an influencer marketing agency based in the UK. 

Fanbytes helps brands reach a Gen Z audience on social media and is the parent company of Bytesized Talent, a UK-based TikTok agency that manages around 40 TikTok stars.

Armoo, 25, launched Bytesized Talent around a year ago, and under him, Bytesized has helped launch a lip gloss line with TikTok stars Shanae and Ranae; cast talent into shows with the BBC; and built the show ByteHouse, which documents the lives of TikTok stars amid the coronavirus.

Talent includes: Steve McKell (2 million TikTok followers), Kyran (2.9 million TikTok followers), Bobbie (5.8 million TikTok followers), and Bytesquad (which includes creators, Lily Rose, Seb, Monty, KT, Shauni and Surface).

Fullscreen

Fullscreen Nick Coffey, Mahzad Babayan and Scarlett Perlman.

Fullscreen


Mahzad Babayan (VP, talent management and partnerships), Nick Coffey (senior manager, talent management), Scarlett Perlman (senior manager, talent management) and Mason Frank (manager, talent management)

Mahzad Babayan, the VP of talent at Fullscreen, has helped source and onboard TikTok talent for the entertainment company’s roster of social-content creators.

Under Babayan’s leadership, Fullscreen’s talent management division has nearly tripled in size, representing over 50 clients today.

Fullscreen’s talent management team includes Scarlett Perlman (formerly Red Light Management), Nick Coffey, and Mason Frank (formerly Primary Wave).

Talent includes: Arii (8 million TikTok followers), Champagne Mike (630,000 TikTok followers), Mitchell Crawford (2.8 million TikTok followers), Sara Echeagaray (886,000 TikTok followers), and SwagboyQ (3 million TikTok followers).

Gleam Futures

Gleam Futures Liana Mitteldorf and Cheyenne Brink.

Gleam Futures


Liana Mitteldorf (senior talent manager) and Cheyenne Brink (talent manager)

Gleam Futures is a talent management firm behind popular UK vloggers like the beauty and lifestyle influencer Zoe Sugg, known as Zoella online (11.6 million subscribers), and the lifestyle mommy vlogger Louise Pentland (2 million subscribers). 

The firm has recently signed talent native to TikTok, and works with clients to secure brand deals, develop podcasts, publishing, licensing, and other entrepreneurial ventures.

In June, the firm launched an influencer marketing service, Gleam Solutions, which connects brands with creators.

Liana Mitteldorf, senior talent manager 

Mitteldorf has been representing talent at Gleam for over three years. She’s helped her YouTube creator clients expand their businesses off the platform, like Claudia Sulewski’s capsule collection at Nordstrom, or Claire Marshall’s jewelry line with Mejuri.

She was an early adopter of TikTok at Gleam and helped her YouTube clients establish a presence on the app.

Cheyenne Brink, talent manager

Brink started an influencer division at Bella Agency and joined Gleam a year ago. Since then, she has worked to build a roster of emerging talent on TikTok and is focused on signing diverse creators. 

She signed Gabby Morrison (2 million followers), a TikTok creator known for her popular dance videos, last year. 

Gleam helped Morrison build a career off TikTok, and she was recently cast to play a role in the Brat series “Attaway General.”

Talent includes: Gabby Morrison (2 million TikTok followers), Miah Griffith (721,000 TikTok followers), and Raimi Reyes (167,000 TikTok followers).

ICM Partners

Chris Sawtelle Chris Sawtelle.

Chris Sawtelle


Chris Sawtelle (agent)

Chris Sawtelle is an agent at ICM Partners, a talent and literary agency representing clients in TV, music, publishing, and other areas of new media like TikTok. 

Sawtelle recently signed the TikTok collab group TalentX.

TalentX Entertainment includes top TikTok creators Joey Klaasen (15 million TikTok followers), Mark Anastasio (7 million TikTok followers), and Nessa Barrett (6 million TikTok followers). 

TalentX is also home to the social collective Sway LA, which consists of TikTok stars Josh Richards (16 million TikTok followers), Griffin Johnson (4 million TikTok followers), and Jaden Hossler (5 million TikTok followers), among others. 

ICM represents TalentX clients in all areas. 

Talent includes: TalentX Entertainment roster and Sway LA.

Moxie

Erika Monroe-Williams Erika Monroe-Williams.

Erika Monroe-Williams.


Erika Monroe-Williams (founder)

Erika Monroe-Williams recently started her own management and production company, Moxie, after working as a producer and talent manager at The Green Room. 

She began her career in entertainment working with the publicists Stephen Huvane, Robin Baum and Simon Halls.

Monroe-Williams represents some of TikTok’s top creators, including the Hype House’s Avani Gregg, Chase Hudson, and Kouvr Annon. She also represents the Hype House alongside the talent agency WME. As a manager, she has helped guide her clients’ careers beyond the digital space into television, film, music, fashion, and licensing.

Talent includes: Avani Gregg (16.6 million TikTok followers), Chase Hudson (18.4 million TikTok followers), Madi Monroe (4.8 million TikTok followers), Tayler Holder (9.3 million TikTok followers), and Kouvr Annon (5.9 million TikTok followers).

Outshine Talent

Barbara Jones Barbara Jones.

Barbara Jones


Barbara Jones (founder)

In partnership with Billy Mann, Barbara Jones manages Charli D’Amelio and her family.

She spent the first part of her career in the music industry, including her role as the head of marketing at Columbia Records. 

She founded an influencer marketing agency, Blissful Media Group, and has worked in the industry for over a decade.  

Jones recently founded Outshine Talent to help social creators manage their careers and build their personal brands. She is on the advisory board of the Influencer Marketing Association and lives in Greenwich, Connecticut. 

Talent includes: The D’Amelio family: Charli (48 million TikTok followers), Dixie (20 million TikTok followers), Heidi (3 million TikTok followers), and Marc (4 million TikTok followers), along with Parker James (5.4 million TikTok followers), Jay Sage (5.3 million TikTok followers), Madison Vanderveen (2.4 million TikTok followers), and Nikko Zingus (1.4 million TikTok followers). 

Sadowski Enterprises

Josh Sadowski Josh Sadowski.

Josh Sadowski


Josh Sadowski (founder and CEO)

Josh Sadowski is a TikTok star with 4 million followers and a manager to 11 other TikTok creators. 

Sadowski, 20, began filming videos for TikTok when he was a senior in high school. After his videos went viral, he became known for the intricate characters in his comedy skits.

He’s also built long-term relationships with brands like Chipotle and Bumble for himself and the creators he manages, and he plans to launch a TikTok creator collab house once it’s safe to do so

The TikTok creators that will be moving into the house are Sadowski, Garrison Irwin (who is the group’s content producer and director), Hope Schwing (7 million TikTok followers), AceCrossCrook (2 million TikTok followers), Sam Vicchiollo (951,000 TikTok followers), and two others. 

Talent includes: Hope Schwing (7 million TikTok followers), AceCrossCrook (2 million TikTok followers), Sam Vicchiollo (951,000 TikTok followers), and Alex Kawaguchi (2 million TikTok followers).

TalentX Entertainment

Michael Gruen - TalentX Entertainment Michael Gruen.

TalentX Entertainment


Michael Gruen (cofounder)

TalentX Entertainment is a talent management firm led by CEO Warren Lentz (formerly of Fullscreen), and YouTubers Tal Fishman and Jason Wilhelm.

TalentX, which launched in 2019, works with social-media stars like Josh Richards, Anthony Reeves, Griffin Johnson, and Ava Rose. The company runs one of Los Angeles’ popular TikTok “collab houses,” Sway LA.

A former NBA and FIBA sports agent, Gruen kicked off his talent management career when he started a sports management company at the age of 15. In 2017, Gruen teamed up with the Nickelodeon star Jace Norman to launch Creator Edge Media, an influencer marketing agency focused solely on representing social-media creators.

Gruen said he often relies on intuition to identify talent on TikTok.

“A lot of it is going through their social and seeing what other talent are doing,” he told Business Insider. “We obviously have an algorithmic formula as well, but a big part of it’s also a gut feeling. I’m a big believer in seeing it more than just the statistics.”

Talent includes: Josh Richards (16 million TikTok followers), Joe Albanese (15 million TikTok followers), Anthony Reeves (8 million TikTok followers), Nessa Barrett (6 million TikTok followers), Bryce Hall (5 million TikTok followers), Jaden Hossler (5 million TikTok followers), Kio Cyr (4.9 million TikTok followers), Griffin Johnson (4.8 million TikTok followers), and Ava Rose (2 million TikTok followers).

The Fuel Injector

Devain Doolaramani - The Fuel Injector Devain Doolaramani.

Devain Doolaramani/The Fuel Injector


Devain Doolaramani (founder and CEO)

Devain Doolaramani is a 21-year old college student who founded his TikTok-focused talent management agency, The Fuel Injector, while studying finance at Chapman University. 

In addition to managing a client roster of TikTok creators with millions of followers, Doolaramani recently worked with the musical artist Rontae Don’t Play to help get their song placed in 40,000 videos on the app.

Talent includes: The Bailey Bakery (5 million TikTok followers), Shaun Duenas (1.9 million TikTok followers), Ryan Manick (1 million TikTok followers), Dorian Hector (1.6 million TikTok followers), Anthony Cervantes (2.8 million TikTok followers), and Ryan Cea (342,000 TikTok followers).

United Talent Agency

UTA Greg Goodfried and Ali Berman.

UTA


Ali Berman and Greg Goodfried (coheads of digital talent) and agents: Ty Flynn, Austin Mayster, Rebecca Bibb, and Samantha Schoenberg

United Talent Agency represents artists and other professionals in the entertainment industry, from Ali Wong 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 creators. 

Ali Berman and Greg Goodfried, coheads of digital talent 

Berman and Goodfried signed the most popular family on TikTok, the D’Amelios, early this year.

Berman and Goodfried introduced Charli D’Amelio to Prada, making her the first TikTok talent to partner alongside a designer fashion brand and marking Prada’s first-ever partnership with an influencer. 

Her sister Dixie recently partnered with Ralph Lauren and will continue to work with several major brands later this year. Their parents Marc and Heidi have also established strong TikTok fan bases each with millions of followers. 

Berman has also helped talent who began their careers on traditional media elevate their profiles on TikTok. She represents actress and recording artist Sofia Wylie, who now has 6.2 million followers on TikTok. She is currently starring in the Disney Plus show, “High School Musical: The Musical: The Series.”

Goodfried also represents Jalaiah Harmon, who is known online for creating the popular TikTok dance, the “Renegade.” Recently, Harmon performed at the 2020 NBA All-Star game.

Ty Flynn, agent

Flynn represents Maggie Thurmon (1 million TikTok followers), who he recently signed over Zoom. 

Austin Mayster, agent

Mayster represents a variety of TikTok creators including Lauren Godwin (18.9 million TikTok followers), Sebastian Bails (10.4 million TikTok followers), and Benji Krol (8 million TikTok followers).

He recently signed Godwin, who is known for her comedic videos and skits. Mayster closed a deal for Godwin to partner with LG Electronics for TikTok campaigns such as the LG Dual Screen Challenge in support of the LG V60 ThinQ Dual Screen smartphone. 

Rebecca Bibb, agent 

Bibb represents TikTok creators like Alex French (3 million TikTok followers).

Bibb worked with Goodfried and agent Samantha Schoenberg to close a deal for French to partner with beauty brand e.l.f. Cosmetics for a makeup tutorial video and helped French translate her following to Instagram, where she now has over 425,000 followers.

Samantha Schoenberg, agent

Schoenberg recently worked to land French a deal to participate in J.C. Penney’s prom 2020 TikTok campaign.

Additionally, Schoenberg and Bibb signed TikTok creator Alyssa Shreeve (883,000 TikTok followers), who is known for her viral story time videos, often told with voiceovers about her everyday life adventures. Shreeve previously partnered with brands including Walmart Beauty, Reebok, and Roxy.

Talent includes: The D’Amelio family (80 million combined TikTok followers), Jacob Sartorius (23 million TikTok followers), Lauren Godwin (18.9 million TikTok followers), Sebastian Bails (10 million TikTok followers), Benji Krol (8 million TikTok followers), Brittany Broski (3.6 million TikTok followers), Alex French (3 million TikTok followers), Jalaiah Harmon (2 million TikTok followers), Maggie Thurmon (1 million TikTok followers), and Alyssa Shreeve (883,000 TikTok followers).

Viral Nation

Ray Ligaya - Viral Nation Ray Ligaya.

Ray Ligaya/Viral Nation.


Ray Ligaya (head of talent relations)

Ray Ligaya is the head of talent relations at the influencer marketing agency, Viral Nation. In his role, Ligaya manages a team of six talent managers, agents, and coordinators who work with dozens of TikTok creators. 

Ligaya’s talent relations team supports creators in many areas of business, including brand partnerships, merchandising, acting, and media opportunities. He told Business Insider that his team has driven millions in revenue for Viral Nation in the past few years. 

Ligaya is a Shorty Award nominee and an influencer himself, with 110,000 followers on Instagram. He had over a million followers on Vine before the app shut down. 

Talent includes: Isabella Avila (5.9 million TikTok followers), Letícia Gomes (3.5 million TikTok followers), Jake Maldonado (4 million TikTok followers), and Cole Walliser (5 million TikTok followers).

Whalar Stars

David White - Whalar David White.

Whalar.


David White (head of influencer management)

David White leads influencer management for Whalar Stars, the in-house talent management division of the influencer marketing firm Whalar. 

White previously served as a senior influencer brand partnership manager at Pulse Advertising and Talent Management. 

In his role as talent management lead, White helped Whalar client Anna O’Brien secure a partnership with the luxury fashion brand Dolce & Gabbana. He also brokered a deal for O’Brien to serve as a brand “ambassador” for Dove.

White recently signed the special effects creator Caleb Natale, who got his start on TikTok creating videos for the movie star Will Smith.

Talent includes: Anna O’Brien (5 million TikTok followers), Caleb Natale (731,000 TikTok followers), Geordi La Corgi (256,000 TikTok followers), and UR Mom Ashley (217,000 TikTok followers).

WME

WME Alex Devlin.

WME


Agents: Alex Devlin, Joe Izzi, and Justin Greenberg

WME 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.

In January, WME signed the 17-year-old TikTok star Chase Hudson (who is known online as Lilhuddy and has 18 million followers) and Addison Easterling (who is known as Addison Rae online and has 33 million TikTok followers) and her parents. The agency also represents the Hype House, a popular TikTok “collab house” that Easterling and Hudson are both a part of, alongside Moxie’s Erika Monroe-Williams.

WME has begun placing Hudson and Easterling at events, and as seen on Instagram, they have each started to promote brands like Fendi, Dolce & Gabbana, and Reebok to their millions of followers.

Joe Izzi and Justin Greenberg, digital talent agents at WME, work to diversify and expand their clients businesses globally across all categories of entertainment. 

Alex Devlin, who is a digicomm agent, works in the intersection of digital and commercials and she brings brand deals to TikTok talent. 

Talent includes: Chase Hudson (18 million followers) and Addison Easterling (33 million TikTok followers) and her parents.

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