Gen Z-focused esports firm ReKTGlobal has acquired nascent digital talent management company TalentX Entertainment. A rep for ReKTGlobal said the financial terms of the deal are not being disclosed.
TalentX helped cultivate some of biggest stars on TikTok, including creator collective Sway LA, which comprises Gen Z heartthrobs Josh Richards, Griffin Johnson, Bryce Hall, Noah Beck, and Blake Gray. And while Sway formally disbanded last month, the guys — as well as TalentX’s entire talent roster — will move to ReKTGlobal, where the company will continue to work with them on sponsored content, business deals, and other ventures, the company said.
All told, TalentX reps a total of roughly 35 creators, including Josh and Abbie Herbert, Nick Uhas, Kio Cyr, Jaden Hossler, Mads Lewis, Cynthia Parker, and Gabby Murray.
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Furthermore, TalentX’s founding team — which consists chief strategy officer Jason Wilhelm, VP of talent Michael Gruen, and Richards — will also be joining ReKTGlobal in the wake of the acquisition, as will its entire team of roughly 17 employees. However, the company’s fourth co-founder, CEO Warren Lentz, departed the company in January, joining TikTok competitor Triller as chief talent officer.
ReKTGlobal previously collaborated with TalentX on a joint venture called TalentX Gaming (TXG), which was formed last May. That talent management shop was dedicated to esports and gaming creators, and was led by Jason Wilhelm. TXG subsequently saw the formation of a gamer-focused creator collective dubbed SwayGaming — an esports-focused Sway LA spin-off.
Now that TalentX has been acquired, however, both TalentX Gaming and TalentX Entertainment will be consolidated into a new division at ReKTGlobal called ReKTX. The overarching aim of the new talent management unit, the company said, will be to help brands reach Gen Z audiences via digital creators and social media.
“We started ReKTGlobal with a focus on esports, and as a consequence, a predominantly male demographic,” CEO Dave Bialek said in statement. “This acquisition more broadly positions our company and our offerings to now include a significant female demographic by providing access to creator-driven content.”
ReKTGlobal was founded in 2017 by Amish Shah and Bialek. The company comprises top esports teams including Rogue and the London Royal Ravens, and also reps clients in terms of event management, fan monetization and management, content creation, and more. The company also owns marketing company Greenlit Content and fan engagement platform Fullcube.
Investors in ReKTGlobal include Summit Partners, entrepreneurs Nick Gross and Anthony ‘Top Dawg’ Tiffith, musicians Steve Aoki, Imagine Dragons, and Nicky Romero, and pro athletes Rudy Gobert, Landon Collins, and Taylor Fritz. Additionally, Josh Richards and Griffin Johnson — two former Sway members who have increasingly dabbled in entrepreneurship and equity investment in recent months — both held equity stakes in ReKTGlobal prior to the acquisition.