UTA Expands Creators Leadership Team

No. 1 Agency in Creator Representation Elevates Its Next Generation of Leaders, Adding Seven Agents to the UTA Creators Leadership Team 

BEVERLY HILLS, Calif.--(BUSINESS WIRE)--United Talent Agency (UTA) – the premier global talent agency built for the future of media and entertainment, and No. 1 in creator representation – today named seven agents to its expanded Creators Leadership Team: Beth Hatchett, Ike Zhang, Nicole Lonner, Rebecca Bibb, Sarah Mathews, Scarlett Perlman and Shelby Schenkman. Building on two decades of creator industry leadership, the move puts dedicated expertise behind key growth areas as creators continue building increasingly ambitious, global businesses.

“UTA didn’t just help write the playbook for creator representation. We set the standard, and we intend to keep raising it,” said UTA Creators Co-Heads and Partners Oren Rosenbaum, Ali Berman and Raina Penchansky. “As our clients' visions and ambitions grow, so does the business we’re building around them. This next evolution gives our leaders greater focus and our clients more tailored support, fueled by our deep understanding of the landscape and innate ability to anticipate what’s next. We’re not just responding to where the industry is going; we’re constantly building for where our clients want to go.”

UTA Creators is led by Co-Heads and Partners Rosenbaum, Berman, and Penchansky, who is also co-founder and CEO of UTA-owned Digital Brand Architects. The seven newly appointed leaders will join the Creators Leadership Team, and will report to existing senior leaders A.J. Leone, Mahzad Babayan, Rebecca Steinberg and Ty Flynn. Their dedicated responsibilities will include accelerating the division’s expansion in sports creators in partnership with UTA’s Sports Media and KLUTCH Sports Group teams, investing further in its New York and UK operations, and optimizing internal organizational systems around new business.

The expansion builds on explosive growth for UTA Creators, which has tripled revenue over the past five years, and expanded its UK presence sixfold since 2023. The move also reinforces UTA’s continued investment in developing its next generation of leaders: more than 60% of UTA Creators’ agents began their careers in the agency’s Agent Training Program.

UTA became the first major agency to launch a dedicated digital talent group in 2006, helping establish the playbook for creator representation – and continually advancing it as the industry evolves. Today, UTA Creators is the No. 1 agency in the space, representing category-defining talent including Alix Earle, Charli D’Amelio, Dave Portnoy & Barstool Sports, Emma Chamberlain, Jake Shane, Kai Cenat, Kareem Rahma, Keith Lee, Mel Robbins, MrBallen, MrBeast and Olandria Carthen. Its clients collectively reach more than 2 billion fans worldwide, with businesses spanning digital content, audio, film and television, live entertainment, gaming, fashion, beauty, sports, news, brand partnerships, consumer products and more. Recent UTA Creators signing announcements include category leaders like SlushyNoobz, The People Gallery’s Maurice Kamara, Love Island’s Bryce Alakai and Melanie Moreno, and more.

ABOUT UTA

UTA is a premier global talent agency built for the future of media and entertainment. The agency's diversified platform and best-in-class, client-first approach is innovative, collaborative, and positioned to lead in an evolving market. UTA represents the most celebrated artists, creatives, and brands, from icons and legends to next-generation talent, and its integrated capabilities span film & television, music, creators, sports, brands, news, publishing, speakers, theater, and more. It is based in Los Angeles with offices in the U.S., London, and Munich.