Talent Collectives

TikTok Food Critic Keith Lee Signs With UTA

Published on October 3, 2025

Keith Lee, the TikTok food critic known for his influential restaurant reviews, has signed with UTA (United Talent Agency) for representation in all areas, per The Hollywood Reporter. The agreement includes representation for Lee’s company, FamiLEE Media, which handles his brand partnerships for digital content creation.

@keith_lee125
Frankensons Pizzeria Taste test 💕 would you try it ? 💕 #foodcritic
♬ original sound – Keith Lee

Lee, who began posting restaurant reviews on TikTok in 2020, has accumulated approximately 17.2 million followers on the platform. His reviews have generated what industry insiders call the “Keith Lee Effect,” driving business increases for local restaurants following his positive evaluations. Lee often delivers his assessments from his car while parked outside the establishments.

The former mixed martial arts fighter-turned-food influencer has expanded his review content internationally, beyond his initial focus on U.S. restaurants.

Commercial Expansion Plans

UTA plans to develop additional commercial opportunities for Lee across production, consumer products, live events, and touring. The talent agency will represent Lee through its Creators audio and digital talent division, which represents other notable digital creators, including Dave Portnoy/Barstool and Charli D’Amelio.

@keith_lee125
The Puddery taste test 💕 would you try it ? 💕 #foodcritic
♬ original sound – Keith Lee

Lee’s influence has already resulted in collaborations with major brands, including Pizza Hut, with whom he partnered earlier this year to create the “FamiLEE Community Pizza.” The limited-time offering featured pepperoni and bacon on a hand-tossed crust and included a $50,000 donation to Lee’s alma mater.

His portfolio of brand partnerships also includes Chipotle, DoorDash, Gatorade, Wingstop, and Microsoft. Lee continues to be represented by V1sion Ventures in a management capacity – particularly in content strategy and brand deals – while UTA handles broader representation services.

The influencer has received recognition on several prominent industry lists, including the 2025 Time100 Creators List, The Hollywood Reporter’s Most Influential Creators, and Forbes 30 Under 30. He was also nominated for a National Association for the Advancement of Colored People Image Award.