Top influencers managers look for on the list: Emily Mariko, TimTheTatman
- As influencers become top talent, their teams have grown to include managers, agents, and more.
- Working with top designers has become competitive, with managers vying to sign the biggest stars.
- We asked 13 digital talent managers to choose which influencers they want to have on their list.
The creators have become A-list celebrities – and they have teams to rival any musician or actor, with managers, lawyers and agents to help them grow their business.
As the money these creators bring in continues to skyrocket, managers have been racing to recruit top talent in hopes of getting a slice of their lucrative brands, and it’s a competitive business.
Mason Frank, a talent manager at Collab Inc., told Insider that he’s been trying to sign a TikTok creator with 2 million followers for months, and he still hasn’t closed the deal on the finishing line.
Although managers have different styles—some build relationships that encompass all areas of a client’s business, others manage only one or two aspects of a client’s work—most of them would agree on one thing: to work effectively with a creator, they need to be an avid consumer of their content.
“I click to see who recommends YouTube,” said Kevin Patterson, manager at Select Management Group. “Then I dive into their content, and if it’s something I like, or I’m a fan of the creator, I email them and ask if they’re looking for a manager.”
Moreover, it is important that managers value their customers as people as well. In addition to helping them expand their revenue streams in areas such as merchandising, brand sponsorships and events, managers also see themselves as part of the larger support system for the creators they work with.
“I invest myself emotionally in the people I represent,” said Nadi Filsoof, manager at Underscore Talent. “When I represent someone, I want to be involved with them for the long term. I’m looking at 5, 10, 15 years.”
Insider asked 13 top digital talent managers to pick the creators they’d like to have on their rosters.
Some of them featured emerging creators, while others chose creators who live in different countries and work with local talent management companies. Others just shared who their favorite creators are, regardless of follower count.
The managers are listed in alphabetical order of company name: