ISO Launches in Los Angeles With 90 Digital Creators

ISO, a new talent management firm based in Los Angeles, has officially launched with a roster of more than 90 digital creators. The company, which stands for In Search Of, was founded by Mike Lee and Darren Yan after a year of operational development. Influence Media Partners, an investment group supported by funds managed by BlackRock, provided the financial backing for the venture.

Lee, formerly the head of gaming and livestreaming at UTA’s creators division, serves as co-founder and CEO. Yan, who previously worked as the chief talent officer at FaZe Clan, joins as co-founder and head of music. The firm currently employs about 24 staff members across offices in Los Angeles, New York, and Atlanta. Matt Alsberg, who has worked with Sony PlayStation, Twitch, and UTA, was appointed as head of talent.

The initial client list includes gamers, VTubers, and lifestyle creators in beauty and food. Notable names on the roster are PlaqueBoyMax, Jasontheween, Ironmouse, Lacy, Vanillamace, Kyedae, jessechrisss, Angelo Marasigan, and RDCWorld. ISO has also secured business relationships with major brands including Electronic Arts, Discord, Underdog, and Icenova.

Lee stated that traditional representation models often fail to meet the specific needs of digital stars. He explained that algorithms, rather than a limited number of networks, drive visibility in digital media. The founders believe that services optimized for internet stars are more effective than those used in traditional film, television, and music industries.

Yan pointed to the founders' deep connections in Asia, particularly China, as a key advantage. He argued that proximity to youth culture in these regions offers insights into the consumption habits of Generation Z and Generation Alpha. Yan noted that digital creators often lack the structured pathways of traditional artists, allowing for freer innovation. He emphasized that clients seek partners who can support unconventional ideas and move quickly.

Lee and Yan previously worked together at esports talent agencies Press X and Everyday Influencers before UTA acquired those companies in 2018. Yan later left UTA to consult for Live Nation, where he identified opportunities for global livestreamer tours. 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 firm is reimagining talent representation for a changed creator economy. She noted that ISO’s approach aligns with the investment philosophy of supporting partners who bring innovative strategies to entertainment. The company 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. This model is designed to prevent staff attrition by allowing employees to build their own businesses within the firm. The founders aim to create an environment where staff achieve stability and earn higher compensation than they might elsewhere, reducing the likelihood that key personnel will leave to start competing agencies.