Underscore Talent has added several notable names to its roster. The talent management firm, launched in 2021 by the former co-founders of digital network Studio71, has joined forces with creators like Noah Beck and The Herbert Family by bringing on Maxwell Mitcheson as a Partner.
Mitcheson, who is bringing talent manager Mallory Llewellyn to Underscore with him, is the former Head of Creator Management at TalentX Entertainment. TalentX made a name for itself by working alongside the Sway LA creator house, which served as a residence for Beck and other social stars.
Mitcheson arrived at TalentX in 2020 after previously working for bicoastal talent agency A3 Artists. Esports firm ReKTGlobal acquired TalentX in 2021.
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By bringing Mitcheson and Llewellyn into its ranks, Underscore will build on a roster that already includes more than 200 creators. Talent managed by the pair includes Beck, The Herbert Family, Instagram beauty guru Foinika Kay of ExteriorGlam, and makeup influencer Mireya Rios.
Underscore Co-Founders and Co-CEOs Reza Izad and Dan Weinstein jointly announced the decision to hire Mitcheson and Llewellyn. “As our company continues to diversify and expand, Maxwell brings his vast experience and unique perspective to our team of partners,” Weinstein said in a statement. “His savvy dealmaking skills and wealth of connections within our industry will help us to greatly expand business opportunities for our clients with A-list brands and top entertainment companies.”
Among other services, Underscore helps its clients develop new pieces of content. That’s an area where Mitcheson has excelled; he served as an executive producer on several projects, including Facebook docuseries Sway Life and upcoming Wattpad adaptation The QB Bad Boy and Me.
Underscore sold a majority stake to Cyprus-based publiser TheSoul last year. Other members of its talent roster include kid stars Vlad and Niki, TikToker CelinaSpookyBoo, and makeup star Tati Westbrook.