In the rapidly evolving world of social media, influencer managers are proving essential in helping influencers maximize their revenue. Key figures such as Lori Arias, Georgia Berger, and Matt Teng from Select Management Group have successfully navigated the complexities of brand partnerships and marketability. Their efforts have led to significant business growth for their clients, showcasing the lucrative potential of influencer marketing.
Arias played a pivotal role in the 2020 collaboration between influencer Sarah Cheung and Gloss Ventures, resulting in the launch of SACHEU Beauty. Meanwhile, Berger is set to release TikToker Eli Rallo’s fiction debut, I Hope Eden Reads This, next month. Teng signed on the duo known as My Sister’s Skin, who now boast over 100,000 followers, a significant leap from their early days with just a few thousand.
Another influential player in this landscape is Eyal Baumel of Flywheel. As CEO, he has been instrumental in ensuring top creators do not miss out on opportunities, particularly in markets like China. Baumel manages Jimmy Donaldson, better known as MrBeast, while also expanding the brand presence of family creators Jordan and Salish Matter, who together have amassed over 55 million followers across various platforms. Additionally, he launched a supplement called Molo for expectant mothers in collaboration with influencer Rebecca Zamolo, now available at Walmart.
Major Players in Influencer Management
The influencer ecosystem also features prominent agencies like UTA, where division co-heads Ali Berman and Oren Rosenbaum have built an impressive roster that includes YouTube sensation Emma Chamberlain. Chamberlain has successfully launched a coffee brand and collaborated with Warby Parker. Rosenbaum has also become a go-to for podcasters, representing talents like Alex Cooper, while Ty Flynn has secured significant deals for creator Morgan Riddle.
At Sixteenth/Whalar Group, Rick Bhatia has been behind the launch of TikTok expert Coco Mocoe’s talk show, while his partner Megan Frantz has secured impressive culinary deals, including a Simon & Schuster contract for debut cookbook author Edith Galvez.
Another key player is Dana Commandatore, who transitioned from advertising to the conservative media brand The Daily Wire. Here, she has helped elevate the profiles of right-leaning influencers like Ben Shapiro and Candace Owens. She now manages Brett Cooper, a rapidly growing star on YouTube.
Emerging Trends and Future Directions
The political influencer market is also thriving. Daniel Daks and Josh DeAngelis at Palette gained attention for managing creators like V Spehar and Garrison Hayes, who recently collaborated with Barack Obama. Their reach extends to securing partnerships with major brands such as Paramount and Amazon.
In the competitive space of podcasting, the team at WME has surpassed $750 million in podcast deals. Co-heads Ben Davis and Jad Dayeh represent high-profile creators like Sean Evans from Hot Ones and Mark Rober. Meanwhile, agent Richard “Shibby” Webb has secured hosting roles for popular gaming personalities like Pokimane.
As influencer marketing continues to grow, the role of these managers will likely become even more crucial. With the global influencer economy expanding, the synergy between creators and their managers will shape the future of brand collaborations and audience engagement. The latest developments in this sector highlight the importance of strategic partnerships and innovative thinking in a landscape that is as competitive as it is lucrative.
This article reflects the evolving dynamics of influencer management and its significant impact on revenue generation, as detailed in the October 15, 2023, issue of The Hollywood Reporter.
