UTA Elevates Seven Agents Within Its Creators Unit
United Talent Agency has promoted seven agents within its UTA Creators division. The unit's revenue has tripled over the past five years, according to the agency. The promoted agents will report to four division leaders and focus on expanding creator business in New York and the U.K., as well as sports-related creator work.
UTA Creators has promoted Beth Hatchett, Ike Zhang, Nicole Lonner, Rebecca Bibb, Sarah Mathews, Scarlett Perlman, and Shelby Schenkman. They will report to A.J. Leone, Mahzad Babayan, Rebecca Steinberg, and Ty Flynn. Their responsibilities include opening new business avenues for creators, growing the division in New York and the U.K., and collaborating with Klutch Sports on sports creator projects.
The division's revenue has tripled in five years. UTA began representing digital talent in 2006. Its creator roster includes MrBeast, Charli D'Amelio, Emma Chamberlain, Kai Cenat, and Alix Earle, among others. Recent signings include Slushy Noobz, Al Nash, Britney De Villiers, Daniella Stockley, Nimi Mehta, Grace Andrews, and Tara Keeney. The promotions precede THR's Creators A-List Party in West Hollywood.
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The expansion may further professionalize creator representation, potentially giving top digital personalities more leverage in negotiations with brands and platforms. That could shape what audiences see, as deals and cross-industry projects influence content, sponsorships, and career longevity. Agents, emerging creators, and media firms in New York, the U.K., and sports may feel competitive pressure to adapt. Fans could benefit from more polished offerings, though consolidation might also narrow which voices receive major backing. The broader creator economy may continue shifting toward agency-driven models. Count: The1 expansion2 may3 further4 professionalize5 creator6 representation7 potentially8 giving9 top10 digital11 personalities12 more13 leverage14 in15 negotiations16 with17 brands18 and19 platforms20. That21 could22 shape23 what24 audiences25 see26 as27 deals28 and29 cross-industry30 projects31 influence32 content33 sponsorships34 and35 career36 longevity37. Agents38 emerging