Whalar’s acquisition of Sixteenth brings more consolidation to creator management world

Two talent management firms are uniting to combine their rosters, resources, and workforces. Whalar Group, an influencer marketing company with an active presence in the creator world, has acquired U.K.-based Sixteenth for an undisclosed sum.

The deal brings together Whalar’s in-house management team — dubbed Whalar Talent — with seven-year-old Sixteenth and its creator roster. The result will be a combined firm that will operate under the Sixteenth name but will be led Whalar Talent President Victoria Bachan. Sixteenth Founder Danny Lowney will stay on through the integration period before taking an advisory role at the merged company.

Whalar’s wide-reaching creator network will link up with a Sixteenth roster that includes notable names in categories like lifestyle. The resulting talent firm will include 44 managers who will work with 300 creators, including YouTube star Ali Abdaal and canine legend Doug The Pug.

This acquisition is the latest example of the ongoing consolidation in the world of creator services. We’ve seen unions between influencer marketing firms

, and management companies are starting to follow suit. A merger between two agencies resulted in the 2023 launch of the Creator Society. So far in 2024, Wasserman has acquired Long Haul Management and Loaded has scooped up GG Talent Group.

With those types of moves, management companies can build competitive rosters and make their interactions with creators and brands more efficient. Whalar plans to combine its multifaceted ecosystem with Sixteenth’s talent to keep up in a rapidly shifting industry. Creator-led businesses and other entrepreneurial ventures will be a key area of focus for the company post-merger.

“By joining forces, Sixteenth is poised to elevate its mission to unprecedented heights and truly shape the future of the creator economy,” Bachan said in a statement. “I couldn’t be more excited to lead this next chapter—our partnership is built on deep, organic relationships, a relentless pursuit of excellence, and an unwavering commitment to being a transformative force in this industry.”

Bachan will continue to report to Whalar Group Co-CEO and Co-Founder James Street. Her executive team at Sixteenth will include COO Fan Jozsa, U.S. Director of Talent Amron Lopez, and U.K. Director of Talent Kiera Pérez.