Veterans Launch ISO to Redefine Talent Management for Digital Creators
Former UTA and FaZe Clan executives launch ISO, a management firm for digital-native stars.
1New Firm Launches
Industry veterans Mike Lee and Darren Yan have officially launched ISO, a talent management firm focused on digital-native stars. Based in Los Angeles, the company spent a year in stealth development. It currently employs 24 staff members across offices in Los Angeles, New York, and Atlanta to support its diverse client roster.
2Targeting Digital Talent
ISO represents over 90 clients, including livestreamers, gamers, artists, and VTubers. Notable names on the roster include Ironmouse, PlaqueBoyMax, and RDCWorld. The firm aims to provide specialized support for creators who operate outside traditional Hollywood structures, focusing on the unique needs of digital-first personalities who build their own audiences via social platforms.
3Strategic Financial Backing
The firm is backed by Influence Media Partners, an investment banner supported by private equity giant BlackRock. This partnership highlights growing institutional interest in the creator economy. Influence Media specializes in acquiring premium entertainment IP, and they view ISO’s innovative approach as a key vehicle for capturing value in modern digital media markets.
4Global Market Reach
Founders Lee and Yan bring extensive experience from their time at UTA and FaZe Clan. They possess established distribution connections across Asia, specifically China, which remains a challenging market for many U.S. firms. This expertise allows ISO to strategize effectively for Gen Z and Gen Alpha consumption habits on a global scale.
5Challenging Traditional Models
ISO rejects the traditional agency model of expensive offices and gatekeeper-heavy structures. Instead, the founders prioritize agility, noting that digital stars do not require film or television networks to succeed. By focusing on algorithmic reach rather than legacy gatekeepers, the firm aligns its services directly with the realities of the modern attention economy.
6Operational Transparency Policy
To prevent the common industry trend of talent agents defecting to start rival firms, ISO implements a policy of radical transparency. The company utilizes a year-round bonus system for employees, funded by the firm’s profit share. This structure aims to retain top talent by ensuring staff members feel financially rewarded and professionally stable.
7Three Core Pillars
The business operates through three main pillars: talent management, brand partnerships, and a music practice. By bridging the gap between digital-native talent and mainstream marketers, the firm seeks to secure experimental media budgets. Yan notes that their long-term experience in the Twitch space provides a competitive advantage in proving value to brands.
8Future Industry Outlook
As the creator economy becomes a mainstream marketing vehicle, ISO positions itself to capitalize on the shift in how culture is shaped. The founders believe that by supporting creators who possess their own capital and ingenuity, they can build a sustainable, long-term business model that survives the rapid evolution of digital media.
Original article: Variety — Veterans Launch ISO to Redefine Talent Management for Digital Creators