Laura Edwards and Alex Chavez-Munoz recognized an opportunity in the digital field long before influencer marketing became an established industry. As co-founders of Viral Talent, they built one of the UK’s first full-service agencies dedicated to managing creators and helping brands connect with online audiences through storytelling. Nearly a decade after its 2016 launch, the company has become a bridge between family-oriented creators and global brands such as Disney, Sony, and Amazon.

At a time when YouTube was just beginning to reshape entertainment, Laura and Alex recognized that creators, especially families, were building loyal audiences far larger than many traditional broadcasters could reach. 

“We started at a time when brand deals were the only real way to make money,” recalls Alex, who serves as Viral Talent’s Director. “Over the last 10 years, the way creators can monetize has changed a lot. What we’re good at is finding those alternative revenue streams.”

Their shared vision for connecting creativity with commerce set the foundation for a business that now spans influencer management, licensing, and multi-platform syndication. From their base in the UK, they’ve progressed alongside the creator economy itself, helping shape how brands work with digital talent across YouTube, TikTok, and emerging Over-the-Top (OTT) platforms.

Spotting the Opportunity Early

Before launching Viral Talent, Laura and Alex ran iLike Media, a digital marketing agency producing campaigns for clients such as Sony Pictures and Disney. Their transition into influencer marketing came after recognizing YouTube’s growing potential for engagement and transparency at a time when video advertising was still confined to websites and banners.

“We were working with major film studios who wanted video campaigns, but the engagement wasn’t there,” Alex explains. “Then we discovered YouTube creators were getting millions of views and comments. It had everything: video, transparency, and community. We realized that’s where the attention was shifting.”

Their first major campaign, a collaboration between Paramount Pictures and the YouTube family channel “Gorgeous Movies” to promote “Teenage Mutant Ninja Turtles,” confirmed their instincts. The video garnered nearly a million views within weeks, proving that creator-driven storytelling can outperform traditional ad placements. 

“From that moment, we knew this was the direction we had to go,” Alex says.

From Early Experiments to an Industry Movement

The founders spent the next two years educating brands about the power of YouTube creators. “Brands didn’t think it was going to take off, so we had to prove it,” says Laura. “Their budgets were still on TV. We showed them that YouTube offered real engagement and measurable results.”

Their breakthrough moment came when they began representing “Toys and Me,” the channel of eight-year-old Tiana Wilson, who became one of the first major child influencers in the UK. “We helped her grow into a YouTube sensation,” Laura recalls. “We even organized a meet-and-greet at Birmingham’s Bullring that brought the area to a standstill. It showed us how powerful the creator influence had become.”

The success attracted global toy brands, including Mattel and Hasbro, who soon partnered with Viral Talent to reach young audiences through digital content. But in 2019, new regulations around children’s content forced the agency to pivot. 

“Regulators fined YouTube for privacy violations, and creators under 13 needed parental involvement,” Laura says. “We had to adapt quickly. That’s how the family creator model was born. Parents became part of the content, and it turned out to be a positive change.”

Building Multiple Revenue Streams

As the influencer market matured, Viral Talent expanded beyond brand sponsorships. The agency began experimenting with licensing, syndication, and connected TV, offering creators multiple revenue streams that didn’t depend solely on advertising. 

“We monetize creators in about ten different ways now,” Alex says. “Our goal is to build as many revenue streams as possible without adding to their workload.”

The founders also launched Wild Vision in syndication across Facebook, Snapchat, and OTT platforms such as Amazon Prime Video and Roku. “We take a creator’s existing content, grow new audiences, and generate passive revenue every month,” Alex explains. “It allows them to keep focusing on their craft while we help them scale.”

A Dual Perspective: Brand and Creator

Viral Talent operates on both sides of the creator economy, representing talent while managing brand partnerships. Laura believes this dual role has become one of the company’s greatest strengths. “We work as an intermediary, offering strategic campaign planning and talent representation,” she explains. “Brands come to us for influencer strategy, while creators trust us to grow their careers responsibly.”

That trust, she adds, is built on transparency. “Creators are cautious about who they work with. We’re honest about everything, from fees to deliverables. We never make them do something that doesn’t align with their values.”

Turning Creators into Media Companies

Viral Talent’s long-term vision goes far beyond influencer marketing. “The winners today are the ones turning themselves into media companies,” Laura says. “We help them build brands, hire teams, and diversify income.”

A prime example is Harlow Luna White, a young equestrian creator whom Laura scouted early on. The equestrian industry had little understanding of digital creators, but Viral Talent helped Harlow bridge that gap. “We started by introducing her to top brands like Charles Owen and LeMieux. Once they saw conversions, we launched licensing collaborations, published eight books, and this year we launched her own brand, ‘The Harlow Club,’” Laura says. “Last year alone, she sold over a million pounds’ worth of products, and we expect to double that.”

This hands-on development model of identifying talent, building partnerships, and scaling product lines showcases the company’s strategy. “We’re not just brokering deals,” Alex adds. “We’re building long-term businesses.”

Persistent Challenges in a Crowded Market

Despite the industry’s progress, some challenges remain, according to the duo. “Brands can take up to 90 days to pay,” Laura notes. “Creators have bills to pay like everyone else. And offering them free products instead of payment isn’t sustainable.” She also points to another common issue: brands rushing campaigns. “Sometimes, they’ll ask us to find creators and deliver a project in a week. We always remind them that good creative takes time.”

Alex agrees, emphasizing the need for structure and fairness. “Brands still sometimes treat influencer marketing like a media buy. They want full control, but that kills authenticity. We spend a lot of time educating them that the best results come when creators have creative freedom.”

Another persistent problem, he notes, is representation confusion. “Brands often get pitched the same creator by different agencies at different rates. They don’t know who really manages the talent. We’ve built our reputation on clarity and consistency.”

Platform Shifts

Over the years, the agency has adapted to each new wave of digital transformation, from YouTube’s early dominance to TikTok’s explosion and the rise of AI in content creation. 

“There are so many tools and platforms now,” says Laura. “A creator can go viral overnight, but sustaining that momentum is another story. YouTube remains the most reliable platform for revenue and loyalty.”

Alex sees renewed value in long-form storytelling. “Short form is discovery; long form is loyalty,” he says. “Creators who master both build sustainable businesses. High production quality and consistent uploads are key to longevity.” He adds that some of Viral Talent’s creators are now syndicating long-form video to Spotify and connected TV. “We’re seeing YouTubers become full-scale entertainment brands.”

Preparing for the Next Decade

As Viral Talent nears its tenth anniversary, both founders are focused on the future. “Our next chapter is about helping creators become brands and media companies,” Laura says. “That means ensuring they have the right structures, teams, and alternative income streams to grow sustainably.”

Alex believes the core mission will always come back to talent. “It’s not about chasing every platform trend,” he says. “If you work with good talent, there are endless ways to build revenue and opportunity around them. The key is to stay proactive and keep testing what’s next.”

Both founders are closely watching emerging technologies, particularly the role of artificial intelligence. “We’ve seen AI creators and even AI community managers,” Laura says. “But I think audiences still crave real connection. People want to engage with people.”

Alex shares the sentiment, but sees AI as a tool rather than a threat. “AI can support creators by helping with editing, analytics, and product placement, but it won’t replace human creativity. This industry is built on personality, authenticity, and trust.”

Ultimately, Viral Talent’s longevity stems from its ability to adapt without losing sight of what matters most. “We’re in a fun industry,” Alex says. “There’s always something new, but it always comes down to the same thing: working with great talent and helping them grow.”

Laura agrees. “It’s an exciting time,” she says. “Creators are becoming brands, brands are becoming media companies, and audiences are more connected than ever. As long as there are real people creating real content, there will always be opportunity.”

Checkout Our Latest Podcast