Former UTA, FaZe Execs Launch ISO
New firm backs over 90 creators, aiming to turn online audiences into multi-platform businesses with music, product, and live-event expansion.
By Javier Sanders ·
In the crowded world of digital talent management, one new firm is betting that a creator’s online following can be turned into a full commercial operation.
The company is named ISO. It was founded by two senior executives from the gaming and entertainment space: Mike Lee, who previously ran gaming and livestreaming at UTA Creators, and Darren Yan, who served as chief talent officer at FaZe Clan. Lee will serve as chief executive, and Yan will oversee music.
ISO is backed by Influence Media Partners, an investment firm focused on music and entertainment. The roster of talents includes PlaqueBoyMax, Jasontheween, Ironmouse, Lacy, Vanillamace, Kyedae, and RDCWorld. Brand clients include Electronic Arts, Discord, Underdog, and Icenova. The firm reports that it works with more than 90 clients, many of whom are livestreamers, gamers, VTubers, and lifestyle creators in beauty and food.
The strategy is to help creators expand beyond their streams and social channels. Lee said the firm helps clients build businesses through original IP, products, live events, and expansion into platforms like TikTok Shop and into the Chinese market. He noted that many of the industry’s major players have not yet set up operations to compete in those specific areas.
Yan emphasized that the firm’s music division applies a traditional talent-development approach to digital creators. He said his team builds global fandoms online before the wider market catches on, treating artists and creators with the same business lens. This model is designed for a generation where musicians and streamers share the same playbook: build an audience directly, then build a business around it.
Lylette Pizarro, founder and co-managing partner of Influence Media Partners, said the firm invested in ISO because of its approach to the business of culture. She stated that the team’s playbook aligns with the investor’s values, adding that the firm is excited to support the company’s growth as it expands its representation of digital talent.
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