Creator Economy: UTA and FaZe Clan Executives Launch ISO Management

ISO, a new management and representation firm, launched on Wednesday with a roster that includes PlaqueBoyMax, Jasontheween, Ironmouse, Lacy, Vanillamace, Kyedae, and RDCWorld. The venture is led by Mike Lee, who previously headed gaming and livestreaming at UTA Creators, and Darren Yan, the former chief talent officer at FaZe Clan. Lee serves as CEO, while Yan takes the position of head of music. Influence Media Partners, an investment firm focused on music and entertainment, is backing the launch.

The company represents more than 90 clients in total. Its brand side includes Electronic Arts, Discord, Underdog, and Icenova. ISO focuses on livestreamers, gamers, artists, and VTubers, as well as lifestyle creators in beauty and food. The firm aims to help digital talent expand their businesses through original IP, products, and live events. It also targets growth into China and platforms like TikTok Shop.

Lee stated that the next household name is already online and building an audience. "Today's gatekeepers are algorithms, so understanding discovery, engagement and how content travels is essential," Lee said. He noted that every creator ISO works with is running a real business. The firm helps these creators expand into new areas where much of the industry is not yet equipped to compete.

Lylette Pizarro, founder and co-managing partner of Influence Media Partners, said the firm looks to invest in partners with innovative approaches to culture and entertainment. She described Lee, Yan, and the ISO team as reimagining talent representation for a creator economy that has transformed how audiences are built and revenue is generated. Pizarro added that the firm's playbook aligns with her company's values and investment philosophy.

Yan framed the venture as a return to artist development. "Talent development used to be the heart of every company in the representation business. ISO is bringing it back with our model built for the new generation," he said. He explained that musicians and creators increasingly share the same playbook: build an audience directly, then build a business around it. ISO invests in clients from their earliest stages across music, media, products, live events, gaming, and tech. The firm's A&R team works to build global fandom online before the wider market catches on.

The launch occurs as creators convert audiences from streaming and social platforms into standalone businesses. Brands are looking to partner with this talent on campaigns and original content. ISO positions itself at the center of that exchange. The firm's clients include established brand names and emerging digital figures. The company's strategy involves managing the intersection of content, music, products, and live experiences for its roster.