agents

An inside look at the agents and managers competing to sign TikTok’s biggest stars

Charli D'Amelio.
Charli D’Amelio.

Thomas Petrou/UTA

  • TikTok is still a relative newcomer to the social-media world, but it’s quickly grown into one of the most popular video apps among creators.

  • As its stars have built massive followings, talent managers and agents from both upstart companies and legacy Hollywood talent firms are racing to sign the next generation of digital stars.

  • Business Insider looked into how different talent firms are approaching the app, and built an exclusive interactive database with 95 of the top managers and agents nabbing these creators. 

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As TikTok stars build large and loyal followings on the short-form video app, a slew of talent managers and agents from both upstart companies and legacy Hollywood talent firms are racing to sign them as clients.

The opportunity is clear for industry insiders. 

TikTok trends are spilling over onto Instagram, YouTube, and TV shows like Saturday Night Live. Its stars are appearing in Super Bowl ads and late-night talk shows. And songs that become popular on TikTok are topping Billboard and Spotify charts

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,” Joe Izzi, a digital agent at the Hollywood talent agency WME, previously told Business Insider. “Regardless of the

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