Digital Brand Architects Signs Vlog Squad’s Natalie Noel, Historian And Activist Blair Imani, Others

Digital Brand Architects, the UTA-owned influencer management firm specializing in female lifestyle creators, has added to its roster of roughly 180 digital stars — who count a collective 200 million followers.

The latest signings include: prominent Vlog Squad member Natalie Noel (pictured above), TikTok star Anna O’Brien, historian and activist Blair Imani, and beauty entrepreneur Deepica Mutyala. The company says it works with creators on audience engagement, brand collaborations, career strategy, and even the creation of their own DTC businesses.

Noel, who has known Vlog Squad founder David Dobrik since childhood, and who has served as his executive assistant, has amassed 5 million fans across all of her social channels. She most recently launched a fashion Instagram hub dubbed Natalie’s Closet, which has amassed 200,000 followers. Mutyala, meanwhile is a South-Asian beauty creator who has sought to dismantle colorism and also developed her own community-driven product line, Live Tinted.

O’Brien, for her part, is a Texas-based fashion, beauty, and lifestyle TikTokker

, who goes by the moniker Glitter and Lazers and who has amassed a stunning 6.5 million followers on the app. Finally, Imani is the author of two books: Modern HERstory: Stories of Women and Nonbinary People Rewriting History and Making Our Way Home: The Great Migration and The Black American Dream. She is also the co-host of educational podcast America Did What?!

“We are excited to welcome these four extraordinary talents to DBA’s growing roster,” Vanessa Flaherty, DBA’s EVP of management, said in a statement. “What makes this group of women so special is that they each have a diverse background and brand, but they all empower their audiences and are strong female role models.”

DBA’s roster also includes Katherine Schwarzenagger, Jerry Harris, What’s Gaby Cooking, and Patrick Starrr. In addition to its management services, the company also operates a merch-making operation dubbed Digital Brand Products (DBP) and a female-focused podcast studio, Dear Media (DM).