Mike Lee, former Head of Gaming and Livestreaming at UTA Creators, and Darren Yan, former Chief Talent Officer at FaZe Clan, have launched ISO, a talent management and representation firm for creators, livestreamers, gamers, and music artists, with initial capital from Influence Media Partners.

ISO represents more than 90 clients, including livestreamers, gamers, artists, VTubers and lifestyle creators in beauty, food and other categories, according to a press release. Its roster includes PlaqueBoyMax, Jasontheween, Ironmouse, Lacy, Vanillamace, Kyedae, jessechrisss, Angelo Marasigan and RDCWorld. Brand clients include Electronic Arts, Discord, Underdog and Icenova.

Lee is CEO, and Yan is Head of Music. Matt Alsberg, whose past roles include PlayStation, Twitch and UTA, is Head of Talent. Variety reported that the firm has about 24 employees across Los Angeles, New York and Atlanta, and that the founders spent about a year building its operations before the launch. The press release did not disclose the size of Influence’s investment. Influence is a New York-based music and entertainment investment manager supported by strategic partnerships with funds and accounts managed by BlackRock.

ISO lists five services: talent management and development, brand partnerships, music and licensing, performance marketing and clipping.

“The next household name is already online, building an audience, and ISO was built for that talent,” Lee said in the press release. “Today’s gatekeepers are algorithms, so understanding discovery, engagement and how content travels is essential.” Yan said ISO invests in clients “from the earliest stages across music, media, products, live events, gaming and tech.”

Lylette Pizarro, founder and co-managing partner of Influence Media Partners, said ISO’s “playbook directly aligns with our values and investment philosophy.”

Commission Structure Tied to Collaboration

The firm’s compensation model is intended to encourage managers to share opportunities across the team. When a team member brings an opportunity to a colleague’s client, ISO funds an additional commission from its own share without reducing the client manager’s commission, according to the announcement.

Variety reported that ISO pays bonuses throughout the year rather than annually, and that the founders describe the firm’s approach to employees as “radically transparent.” Lee told Variety the structure is meant to help retain staff as well as roster talent. He added that “every six months there is a new defecting faction out of some talent agency starting their own management company.”

ISO launches as other firms in the category consolidate. Earlier this year, Fixated paid seven figures for a Roblox-focused agency, Night raised $70 million to expand into gaming and live events, and Launchd, UnderCurrent and Winclap are acquiring smaller firms. KOMI Group caps managers at eight creators each so they can invest time in every client.

Asia-Pacific Focus

ISO says global development is built into its model from day one, with a particular focus on Asia-Pacific and China. Through regional partners, the company supports content distribution on local platforms, collaborations with local artists and creators, brand partnerships and live experiences. It also works with international talent, including Sơn Tùng M-TP from Vietnam and Xin Liu from China, to build their presence in the U.S.

Variety reported that Lee and Yan previously worked together at esports talent and marketing agencies Press X and Everyday Influencers, which UTA acquired in 2018. Yan left UTA several years ago and was consulting for Live Nation when he saw an opportunity to take livestreamers on global tours, including in China, according to Variety.

Lee said ISO aims to help clients grow “through original IP, products, live events, and expansion into China and platforms like TikTok Shop, where most of the industry still isn’t set up to compete.”

Cover photo: Darren Yan and Mike Lee

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