Talent Collectives

UTA Creators Division Promotes Seven Agents to Senior Roles

Published on October 20, 2026

United Talent Agency (UTA) has elevated seven agents within UTA Creators, the division representing the agency’s roster of online talent, as the unit’s revenue has tripled over the past five years, per The Hollywood Reporter.

Beth Hatchett, Ike Zhang, Nicole Lonner, Rebecca Bibb, Sarah Mathews, Scarlett Perlman and Shelby Schenkman were promoted and will report to UTA Creators leadership: A.J. Leone, Mahzad Babayan, Rebecca Steinberg and Ty Flynn. Their mandates include expanding creators into new lines of business, building out UTA’s creator operations in New York and the UK, and working with Klutch Sports on sports-focused creator representation.

“UTA didn’t just help write the playbook for creator representation. We set the standard, and we intend to keep raising it,” UTA Creators co-heads and partners Oren Rosenbaum, Ali Berman and Raina Penchansky said in a joint statement. “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.”

UTA launched its digital talent representation group in 2006 and now represents a creator roster that includes Alix Earle, Charli D’Amelio, Dave Portnoy and Barstool Sports, Emma Chamberlain, Kai Cenat, MrBallen, MrBeast and Mel Robbins, among others. Recent signings include Slushy Noobz, Al Nash, Britney De Villiers and Daniella Stockley (DaniBabes), Nimi Mehta, and Grace Andrews and Tara Keeney.

The leadership expansion comes as talent agencies across the Creator Economy are rethinking how to scale representation without diluting it. Firms including Launchd, UnderCurrent and Winclap have pursued consolidation through acquisition, while others have capped roster sizes to preserve the hands-on attention creators say they expect from managers.

UTA’s approach adds layers of specialized leadership beneath its existing co-heads rather than expanding through M&A, distributing oversight of new verticals, geographies and sports partnerships across a larger bench of senior agents as the division’s business has grown.