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YMU Group Signs Patricia Bright

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  • Global Entertainment
  • Company

YMU Group Signs 5 of Social Media’s Top Creators

YMU Group has signed 5 of social media’s top creators for global 360 management: Max Balegde, Victor Kunda, Talia Mar, Emily Norris and @imtheproblem (Sarah).

The signings cement YMU’s newly-formed Global Entertainment division as the market-leading management agency for social media creators. These new clients join a stellar client roster that also includes Mrs Hinch, Woody & Kleiny, Dr Julie and ShxtsNGigs.

YMU’s Joint Managing Director of Global Entertainment, Lucy Loveridge, said: “For leading social media creators, YMU offers a management service of unparalleled breadth and scope.

“Working with our colleagues across YMU’s divisions in both the UK and the US, we will support these 5 outstanding new clients to develop their brands far beyond the social media space.

“YMU has a proven track record for creators in TV & radio, brand partnerships, literary, podcasting, live events and more… the possibilities are limitless.”

Max Balegde

TikTok – 3.5m followers
Instagram – 469,000 followers
YouTube – 77,000 followers

From TikTok stardom, Max brings a quick-witted and fresh approach to presenting. His charismatic and chaotic content has amassed an audience of over 4 million across platforms who live for his A-list celebrity interviews, as well as his hilarious stand-alone content. Max has worked with leading media brands such as Prime Video, Warner Bros and Spotify – at one point streaming a live interview with Louis Theroux to 3 million people on TikTok.

At YMU, Max will be managed by Grace Nicholson.

Talia Mar

TikTok – 1 million followers
Instagram – 1.2 million followers
YouTube – 1 million subscribers

Singer, songwriter and streamer, Talia Mar is a multi-talented creative force. Her collaboration with Sigala, Stay the Night, reached number 11 on the official charts – and she continues to captivate her audience of over 3 million, known as the “Martians,” with engaging, high-quality content posted across her social platforms.

At YMU, Talia will be managed by Meghan Peterson.

@imtheproblem (Sarah)

TikTok – 857,000 followers
Instagram – 66,000 followers

In just a few weeks earlier this year, Sarah went from being unknown to having over 800,000 followers on TikTok. Her “storytelling” videos – telling her own real-life personal stories, often packing a real emotional punch – became a sensation, with one of them notching up over 38 million views.

At YMU, @imtheproblem (Sarah) will be managed by Meghan Peterson.

Victor Kunda

TikTok – 684,000 followers
Instagram – 138,000 followers

In the early days of Covid lockdown in 2020, Victor pretended to smoke a breadstick on TikTok – and, 6.2million views later, a massive comedic talent had been born. Recognised by British Vogue as “Fashion’s Favorite TikTok Star”, Victor has also collaborated with brands such as Burberry, Hugo Boss, and Balenciaga – solidifying his status as a crossover sensation in both comedy and fashion.

At YMU, Victor will be managed by Lee Gray.

Emily Norris

TikTok – 228,000 followers
Instagram – 321,000 followers
YouTube – 813,000 subscribers

Emily is the “Queen of Hacks” to a community of over 1 million loyal followers, posting about motherhood, interiors, cooking, cleaning and organisation – as well as her hugely popular “day in the life” videos. Her infamous hacks are regularly praised by the mainstream media as “mind-blowing” and “genius”. Drawing on her experience as mum to Fraser (13), Caleb (10) and Jackson (7), Emily has worked with over 40 top brands, including P&G, Lego, Disney and Sky. She has recently published her debut book, Things I Wish I’d Known.

At YMU, Emily will be managed by Lois Hatton.


Notes to editors

YMU Group is a leading integrated talent management company, with offices in London, Manchester, New York, Washington DC and Los Angeles. Its clients include Graham Norton, Patricia Bright, Simon Cowell, Claudia Winkleman, Tyler Adams, and Take That. YMU Group employs over 290 people, with business verticals including Global Entertainment, Music, Sport, Literary, and Business Management.

YMU’s Global Entertainment division was formed in March 2024 by merging YMU’s Social and Entertainment divisions, to create a market-leading client proposition in an ever-more convergent media landscape. Representing elite talents who already defy media silos – such as Jamie Laing, Stacey Solomon, Amelia Dimoldenberg and Davina McCall – YMU Global Entertainment manages over 110 clients and employs more than 40 staff. It is led by joint managing directors Lucy Loveridge, Paul Worsley and Darren Worsley.

Press contact
Neil Midgley, Group Communications Director