Hollywood talent agencies race to sign up TikTok stars, as a new generation of management agents emerges
- Stars of the short-form video app TikTok are breaking into Instagram, YouTube and TV, and with millions of followers, their commercial value is rising
- New and established talent agencies are competing to sign up these social media influencers
As TikTok stars build large and loyal followings on the short-form video app, talent managers and agents from both upstart companies and traditional Hollywood talent firms are racing to sign them as clients. The opportunity is clear for industry insiders.
Agents and managers who already have built-in connections across the entertainment industry can sometimes turn a TikTok comedian, dancer, or singer into a mainstream star in just a few months.
“I think it’s super exciting to have a new platform that is another pipeline for us to discover talent,” said Joe Izzi, a digital agent at the Hollywood talent agency WME. “Regardless of the platform, the No 1 thing we always look for is talented creators – people that we can help build a business around that’s long-lasting.”
“It started this frenzy,” WME digital agent Justin Greenberg said of TikTok. “We found it really interesting because we are now dealing with sort of the premier Gen Z creator, who is defining the various pop-culture trends for teenagers.”