Lee and Yan Launch ISO, a LA-Based Agency for Digital Creators

Mike Lee and Darren Yan have launched ISO, a talent management firm based in Los Angeles that focuses exclusively on digital creators, livestreamers, and musicians. The company, which stands for In Search Of, marks the end of a year of operational development. Influence Media Partners, an investment group specializing in digital content, provided the financial backing for the venture.

Lee, formerly the head of gaming and livestreaming at UTA, serves as co founder and CEO. Yan, who previously held the role of chief talent officer at FaZe Clan, is co founder and head of music. The firm currently employs approximately 24 staff members across offices in Los Angeles, New York, and Atlanta. Matt Alsberg, with prior experience at Sony PlayStation, Twitch, and UTA, leads the talent division.

ISO's initial roster comprises more than 90 clients. The group includes gamers, VTubers, and lifestyle creators in beauty and food categories. Named talents include PlaqueBoyMax, Jasontheween, Ironmouse, Lacy, Vanillamace, Kyedae, jessechrisss, Angelo Marasigan, and RDCWorld. The agency has also secured partnerships with brands such as Electronic Arts, Discord, Underdog, and Icenova.

Lee stated that the firm was formed because traditional representation models often fail to address the specific needs of digital stars. He noted that algorithms, rather than a limited number of networks, drive visibility in digital media. The founders believe that optimizing services for internet personalities allows for a more effective strategy than methods used in traditional film and television.

Yan pointed to the founders' deep connections in Asia, particularly China, as a key advantage. He said that proximity to youth culture in these regions offers insights into the consumption habits of Generation Z and Generation Alpha. Yan argued that digital creators often operate without the structured pathways typical of traditional artists, allowing them to innovate more freely. He emphasized that clients seek partners who can support unconventional ideas and move quickly.

The two founders previously worked together at esports talent agencies Press X and Everyday Influencers before those companies were acquired by UTA in 2018. Yan later left UTA to consult for Live Nation, where he identified an opportunity to organize global tours for livestreamers. Their existing relationships with distribution partners in Asia are expected to help ISO clients expand their reach in that market.

Lylette Pizarro, founder and co managing partner of Influence Media Partners, expressed confidence in the new venture. She stated that ISO is reimagining talent representation for a creator economy that has fundamentally changed how audiences and revenue are generated. The firm operates with a policy of radical transparency regarding employee compensation. Lee and Yan have 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 ensuring employees feel they can build their own business within the firm.