LA-based agency ISO signs 90 digital creators and streamers

Digital creators and livestreamers in Los Angeles now have a new management option that focuses exclusively on their industry. Mike Lee and Darren Yan opened ISO on Wednesday, a talent agency built specifically for internet personalities rather than traditional actors or singers. The firm, an acronym for In Search Of, begins operations with a roster of more than 90 clients.

ISO is based in Los Angeles but maintains a distributed workforce of approximately 24 employees. These staff members are located in offices in Los Angeles, New York, and Atlanta. The company is funded by Influence Media Partners, a New York-based investment group supported by funds managed by BlackRock that focuses on digital native content and entertainment intellectual property.

Lee serves as co founder and CEO. He previously headed gaming and livestreaming for UTA’s creators division. Yan acts as co founder and head of music, a role following his tenure as chief talent officer at FaZe Clan. Matt Alsberg, who has held positions at Sony PlayStation, Twitch, and UTA, joined the team as head of talent.

The initial client list spans multiple categories within the digital space. It includes gamers, VTubers, and lifestyle creators specializing in beauty and food. Notable names signed to the agency include PlaqueBoyMax, Jasontheween, Ironmouse, Lacy, Vanillamace, Kyedae, jessechrisss, Angelo Marasigan, and RDCWorld. ISO has also secured business relationships with brands such as Electronic Arts, Discord, Underdog, and Icenova.

The founders stated that existing talent models often do not fit the needs of digital stars. Lee noted that algorithms drive visibility in this sector, rather than a limited number of networks or channels. He argued that creating services tailored to internet stars allows for a more effective representation strategy than methods used in film, television, and music.

Yan pointed to the founders' connections in Asia, particularly China, as a key advantage. He said proximity to youth culture in those regions offers insight into the consumption habits of Generation Z and Generation Alpha. He observed that digital creators often operate without the structured pathways typical of traditional artists, which allows them to innovate more freely. He added that clients want partners who can support unconventional ideas and move quickly.

Lee and Yan have known each other professionally for years. They worked together at esports talent agencies Press X and Everyday Influencers before those companies were acquired by UTA in 2018. Yan left UTA several years ago to consult for Live Nation, where he identified an opportunity to organize global tours for livestreamers. The founders expect their established relationships with distribution partners in Asia to help ISO clients expand their reach in that market.

Lylette Pizarro, founder and co managing partner of Influence Media Partners, said the investment aligns with the firm’s philosophy of supporting partners who bring innovative strategies to the entertainment business. She described ISO as reimagining talent representation for a creator economy that has fundamentally changed how audiences and revenue are generated.

The agency operates with a policy of radical transparency regarding employee compensation. Lee and Yan implemented a system where employees receive year round bonuses based on success, rather than a single annual payout. The founders stated this model is designed to prevent staff attrition by ensuring employees feel they can build their own business within the firm.

They aim to create an environment where staff achieve stability and earn higher compensation than they might elsewhere. This structure is intended to reduce the likelihood that key personnel will leave to start competing agencies.