One Day Entertainment is rebranding to express a bold new vision in the world of talent management. The firm that represents top creators like Airrack, Yes Theory, Drew Binsky, and the Cheeky Boyos is becoming Good Story Studios and shifting its approach to make brand partnerships its speciality.
The rebrand is informed by a bold assertion: Good Story Founder and CEO Zack Honarvar is making the case that creators don’t need managers. In an interview with Tubefilter, Honarvar argued that many creator business models have evolved past the point where they can be adequately served by traditional talent firms.
The typical creator, Honarvar said, is “much more business-minded and business-savvy than the traditional artist.” While more artistic creators can benefit from existing types of agency representation, Good Story’s clients should “operate like a business that hires specific agencies for different business functions.”
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Good Story will serve as one of the specialized cogs in those creator businesses. The firm’s laser focus on brand deals will allow it to actively seek out partnerships on behalf of its clients, rather than taking a reactive approach by limiting itself to inbound offers. The result, according to a press release, will be “original content formats, recurring series, and organic brand fits” that incorporate sponsors in uninterruptive ways.
The firm’s previous work offers some examples of what its future partnerships might look like. When Airrack resolved to break the Guinness World Record for the largest pizza, the company then known as One Day reached out to chains in search of a partner. Pizza Hut ended up uniting with Airrack, and the result was one of the most memorable YouTube sponsorships in recent years.
The rebrand to Good Story emphasizes the company’s organic approach to influencer marketing. The focus, Honarvar told Tubefilter, will be on high-quality storytelling that unites major brands with a limited roster of top-tier creators. “Good Story is such a fitting name for that thesis,” Honarvar said.
Good Story, led by Honarvar alongside Managing Partner Benji Sudmann, Head of Partnership Barbara Abraul, and Content Development Manager Zak Chaouki, is only one piece of the puzzle. Honarvar hopes that creators repped by the firm will tap into “a network of companies that all help creators in different ways.” In doing so, they can “operate like a business that hires specific agencies for different business functions,” moving beyond the limitations of traditional talent houses.
Honarvar himself has helped launch several of those focused businesses. He established Boring Stuff to take care of back-of-house functions like accounting and payroll management, and he helped Yes Theory break into the world of product fulfillment by building out Fan of a Fan.
Taken together, those companies can offer “a similar level of dedicated service at a fraction of the cost” when compared to management firms, Honarvar said. Creators like MrBeast have split with their representation to bring more roles in-house, and that business model is inspiring Good Story more than the approach utilized by traditional agencies.
Even after its rebrand, Good Story will still keep its roster relatively small, though it is looking to announce some more creator partnerships in the near future. It will also work directly with brands, with a particular eye toward Fortune 500 companies that “don’t spend so much on YouTube,” Honarvar said. Good Story’s new brand clients will be revealed during the second half of 2025. Once the details are out, the firm formerly known as One Day will get the opportunity to bring its unique take on creator management to the public.
