Global talent, entertainment, sports and advisory company UTA has signed popular U.K. creators Jack Edwards, Madame Joyce, and Lewis Goodall for global representation in all areas.
The deals fit into UTA‘s expansion of its U.K. Creator division which is part of its international growth strategy. UTA is looking to provide digital, gaming/e-sports, and audio talent and groups access to a wider network across unscripted and scripted TV, audio, live touring, publishing, news, and broadcasting.
The three new signings have a combined audience reach of more than 5 million people across their social channels and broadcast platforms.
Madame Joyce is a podcaster, presenter, and media personality with a combined audience of more than 2 million people whose podcast Cocktails & Takeaways delves into celebrity news, gossip, and discussions over drinks.
Jack Edwards is considered the world’s most influential BookTuber with an audience of more than 3 million across YouTube, TikTok, and Instagram.
And journalist, presenter, broadcaster, and writer Lewis Goodall has emerged as a new voice in U.K. news and politics, since 2022 hosting The News Agents, which became the UK’s biggest daily news podcast. He is a UTA Creator unit co-signing with the agency’s literary arm Curtis Brown.
Led by London-based agents Shelby Schenkman and Beth Heard, UTA’s burgeoning U.K. Creator division has brought in a broad array of talent, including Madeline Argy, Jamie Laing and Sophie Habboo, Lissie Mackintosh, and Grace Campbell.
Its practice also represents such clients as Dave Portnoy/Barstool, Mr. Ballen/Ballen Studios, Emma Chamberlain, Alix & Ashtin Earle, Charli D’Amelio, Jake Shane, Kai Cenat, and Alex Cooper.
UTA opened its creator practice in 2006 and says it became the first agency to have its own audio and digital talent division. It also led the way in launching a dedicated gaming and e-sports unit.
Shelby Schenkman
Beth Heard
A recent Statista forecast predicted that U.K. advertising spending in the influencer space would reach $1.31 billion this year. Marketing agency Digital Voices sees the global creator economy reach $480 billion in value by 2027.
“Our U.K. Creator offering is an extension of the premium services we provide in the U.S, offering clients access to a vast global network, helping them scale their careers beyond local markets,” Ali Berman, partner & head of digital at UTA, tells THR.
“The media and entertainment landscape is rapidly evolving, and UTA remains the go-to resource for connecting top talent with media and brand partners to navigate these shifts and continue building upward in the growing creator economy,” adds Oren Rosenbaum, partner & head of Audio, UTA. “Our global approach allows us to unlock opportunities that ensure long-term success for our clients.”
Ali Berman
Oren Rosenbaum
Madame Joyce is set to embark on a U.K.-wide live tour in the coming months. She has struck collaborations with such brands as Sony Music, Cadbury, Spotify, Amazon and JD. Edwards has collaborated with such brands as Valentino, Audible, and the BBC. Goodall is a former senior political journalist and presenter at the BBC and Sky News, and a former policy editor at BBC Newsnight, the public broadcaster’s flagship political and current affairs show.
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