- Insider is recognizing the most influential talent agents and managers for TikTok creators in 2023.
- We looked for reps helping influencers build careers and bring diverse creators into the spotlight.
- TikTok remains a top place for new creators to get discovered, even as they post across platforms.
When creator Drew “Jeeezy” Jackson first went viral after creating in 2022 a dance trend for the track “Just Wanna Rock” by Lil Uzi Vert, he realized he needed help navigating the new landscape of social-media fame. In a rush, he asked a friend for talent manager recommendations; Prasuna Cheruku was the answer he got.
“I manage a few of his friends, so I guess you could say going viral persuaded him to actually get a manager, ” Cheruku told Insider.
Since then, she’s helped Jackson land lucrative partnerships with brands like Puma and Cash App, according to documentation verified by Insider.
Talent agents and managers play a critical role in helping creators turn social-media success into sustainable careers in entertainment. In addition to advising on the basics, such as how to pay taxes or work with lawyers, these professionals offer a bridge to traditional media opportunities, including television, radio, or book publishing gigs. They also guide talent on the best way to enter a complicated, relationship-driven industry without getting burned, offering advice on how to navigate WGA and SAG-AFTRA union strikes, and sharing other industry-specific knowledge.
“Reinforcing that there’s a reason this happened to them, it’s all positive and they’re safe and everything’s good — that’s probably the most time-consuming part of that first couple months of when someone blows up,” said Danielle Pistotnik, a talent manager at Select Management Group.
Talent managers and agents take a wide array of approaches when working with creators. Hollywood-based agencies like CAA and United Talent Agency have long-standing industry ties that can help influencers quickly land gigs in legacy media. Meanwhile, some talent firms are newer and have more focused objectives: Cheruku’s Diversifi Talent works closely with creators from underrepresented backgrounds to chart a path to break into the industry.
Most agents and managers for digital talent agree that TikTok is a great place to spot new talent and build an audience quickly, even if very few creators rely on a single platform to sustain their careers.
“TikTok still does an incredible job of shining light on new faces, new talent, and exciting content,” said Brendan Nahmias, a senior talent manager at the creator firm Whalar.
For the fourth year, Insider is recognizing the most influential managers and agents who are helping TikTokers build their careers. To compile this list, Insider relied on a mix of our own reporting and research, as well as nominations from industry experts and top social platforms. The managers and agents were chosen based on criteria such as experience managing creators, their prominence in the space, and specific career-making opportunities they’ve helped their clients land.
The word “influential” when describing talent managers and agents has multiple meanings: some define it as working with the most well-known TikTok creators, such as Khaby Lame or Alix Earle. Others view it as being able to get creators lucrative opportunities.
Being “influential” can also mean helping specific demographics achieve their career goals, like Mylen Yamamoto Tansingco’s Clique-Now, which mainly focuses on AAPI creators, or Shannae Ingleton Smith’s Kensington Grey, which primarily works with Black talent.
Here are the 20 most influential TikTok talent-management firms and agencies in North America, listed in alphabetical order:
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