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Be Your Own Bestie by Underscore Talent client Misha Brown is a New York Times Bestseller In a digital ecosystem built on speed, something slower has quietly been gaining momentum: books. From #BookTok, to the massive fantasy hits taking over big-box store shelves and movie theater screens, to creators making the leap from platforms designed for bite-sized storytelling, literature is capturing the public’s attention once again. More than a handful of those creators who take t

Underscore Talent Client Jacob Knowles, a full-time lobster fisherman. In the early days of the creator economy, success often meant becoming a generalist: a lifestyle personality who could post about anything from morning routines to travel, fashion, and fitness to appeal to the masses. But the landscape is shifting. Today, audiences are gravitating toward creators who are specialists; people with deep expertise, distinct passions, or unique careers that shape the content th

From left to right: Logan Moffitt, Owen Han, Gigi Below, Daven Gates This year at the South Beach Wine & Food Festival and FoodieCon, one thing was clear: in the creator economy, personality is the main ingredient. All four Underscore clients who attended the festival are known online for creating personality-first food content. Owen Han , known as “The Sandwich King” creates gorgeous videos full of fast cuts and sound design, and has plenty of experience in traditional culin

Underscore Client Claire Kittle at the final stop on the HOSS Tailgate Tour in San Francisco. The Super Bowl,The NBA All-Star Weekend, and the 2026 Winter Olympics; the modern sports tentpole is no longer confined to a single weekend, a TV broadcast, or a hashtag campaign. Today’s biggest sporting moments have become year-round platforms, and increasingly, creators are at the center of how brands activate them. Brands are evolving beyond the expensive Super Bowl ad spot and s

LOS ANGELES (January 30, 2026)  — Underscore Talent, the next-generation management company representing digital-first creators and entertainers, and Shorthand Studios, a leading creator services company, have announced a new partnership with Breakbeat Media, the hip-hop culture–focused podcast network founded by The Source  creator Dave Mays. The collaboration spans Breakbeat’s full slate of shows and launches with a new flagship podcast, Still 400: The Mannie & Juvie Show.

*This conversation has been edited for length and clarity. In an era where virality is fleeting and the creator economy is more crowded than ever, the role of a talent manager has never been more complex, or more critical. Beyond brand deals and algorithm-chasing, the most effective managers are part strategist, part creative partner, and part truth-teller, helping creators build businesses that can outlast trends. In our latest edition of Inside Underscore, Linnea Toney, fou

LOS ANGELES —   Underscore Talent  has announced a new slate of hires and promotions, marking the company’s continued momentum into 2026 as it scales into a layered, multi-division management company built for the modern digital entertainment economy. The moves reflect Underscore’s commitment to developing leadership from within while strategically expanding its executive bench to support talent across entertainment, sports, culture, and emerging media. Over the past year, Un

Every holiday season, social feeds are flooded with gift guides, but this year, the term “gift guide” has surged in search trends. While they may look like simple lists of recommendations, gift guides have quietly become one of the most efficient, scalable, and conversion-driving tools in the creator economy. For brand marketers, gift guides represent one of the most natural pathways to turn creators into trusted distributors. For creators, they’re a prime moment to boost aff

Los Angeles, CA – October 29th, 2025  – Underscore Talent, a leading next-generation management company representing digital-first creators and entertainers, today announced the promotion of Nadi Filsoof to Partner, and the hire of Zack Evans, former BuzzFeed content producer, as Vice President of Creative Strategy at Shorthand Studios, Underscore’s recently launched digital production and distribution company. Nadi Filsoof Promoted to Partner Underscore Talent has promoted t

LOS ANGELES, CA – October 7, 2025 - Underscore Talent, the leading next-gen talent management company, announced today the launch of a...

*This conversation has been edited for length and clarity. In our latest edition of Inside Underscore, talent managers Kyle Stevens of...

At Underscore, talent management isn’t just about securing deals—it’s about building relationships, fostering trust, and staying ahead in...