Gaming and digital media veterans Mike Lee and Darren Yan have launched ISO, a talent management firm based in Los Angeles that specializes in representing creators, livestreaming personalities, gamers, and music artists. The firm, which stands for In Search Of, has been under development for about a year with financial backing from Influence Media Partners, an investment banner focused on digital-native content.
Lee, who previously served as the head of gaming and livestreaming for UTA’s creators division, is the co-founder and CEO of ISO. Yan, the former chief talent officer at FaZe Clan, serves as co-founder and head of music. The company currently employs about 24 people across offices in Los Angeles, New York, and Atlanta.
The firm’s roster at launch includes more than 90 clients, including livestreamers, gamers, artists, VTubers, and lifestyle creators in verticals such as food and beauty. Notable digital stars on the roster include PlaqueBoyMax, Jasontheween, Ironmouse, Lacy, Vanillamace, Kyedae, jessechrisss, Angelo Marasigan, and RDCWorld. ISO and its clients are already conducting business with brands including Electronic Arts, Discord, Underdog, and Icenova.
Lee stated to Variety that the firm is dedicated to the digital creator. He noted that the firm was born out of a belief that talent representation must operate differently for digital-native talent than it has for the past century in traditional film, TV, and music. Lee said, “If we really believe the next household name is going to come from the internet, then why aren’t all of our services optimized toward that internet star? We kept thinking, what if we were to actually blow everything up and we didn’t have an office and we weren’t spending millions of dollars on rent and theaters and showcases? Because our clients aren’t asking us for that.” He added that there are no gatekeepers in digital media other than algorithms.
Yan highlighted the firm's proximity to youth culture in Asia and China as a major benefit for strategizing on Gen Z and Gen Alpha consumption habits. He told Variety that digital-native talent does not follow the specific pathways to success conditioned for TV actors or sports athletes. Yan said, “All of our clients are like, ‘Hey, we’re gonna break some eggs the way that we’re going to do it, and if you guys want to ride with us then you’re going to ride with us.’ That’s always been what we’ve always attached ourselves to.” He noted that these clients want partners who can support their ideas, stating that if they don't have a partner, they have the money and ingenuity to build things themselves.
