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New Firm ISO Manages 90+ Creators Across Gaming

Former UTA and FaZe Clan executives launch a firm to help creators build products, live events, and international expansion.

Updated on Nov. 5, 2026 in Startups

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Former UTA and FaZe Clan executives Mike Lee and Darren Yan have launched ISO, a creator management firm with more than 90 clients, backed by Influence Media Partners. AI Illustration. Upload story photo >

Former UTA Creators gaming and livestreaming head Mike Lee and former FaZe Clan chief talent officer Darren Yan have launched ISO, a creator management firm with more than 90 clients. Influence Media Partners, a music and entertainment-focused investment company, backs ISO as an investor. The launch is an announced business rather than a shipped product, reported by The Hollywood Reporter.

Why it matters

Creators are increasingly using their audiences to build businesses beyond content, and brands are eager to run campaigns and original content with them. ISO's model, which bundles content, music, products, and live experiences, reflects how creator management is becoming a more structured business layer.

ISO reports more than 90 clients, with a roster that includes PlaqueBoyMax, Jasontheween, Ironmouse, Lacy, Vanillamace, Kyedae, and RDCWorld. Brand clients named include Electronic Arts, Discord, Underdog, and Icenova, while the client base concentrates on livestreamers, gamers, artists, VTubers, and lifestyle creators. The source does not disclose revenue, valuation, or the size of Influence Media Partners' investment.

The players

ISO

A creator management firm co-founded by Mike Lee and Darren Yan that represents more than 90 clients across gaming, music, and lifestyle content.

Influence Media Partners

A music and entertainment-focused investment company that backs ISO as an investor.

Mike Lee

Former head of gaming and livestreaming at UTA Creators who now serves as CEO of ISO.

Darren Yan

Former chief talent officer at FaZe Clan who now serves as head of music at ISO.

The details

ISO offers creators support across content, music, products, and live experiences, helping them build original intellectual property, merchandise, live events, and expansion into China and TikTok Shop. Creator management firms of this kind act as intermediaries that handle deal flow with brands and build creators' own product lines, rather than only negotiating sponsorships. Lee brings gaming and livestreaming agency experience from UTA Creators, while Yan brings talent-management experience from FaZe Clan.

Timeline

  1. ISO's launch was reported by The Hollywood Reporter on November 5, 2026.

The Tech Race

ISO enters a field where management firms compete to package creator audiences across gaming, music, and lifestyle content. The source does not name specific competing firms, so the competitive positioning relative to rivals remains unestablished.

Creators who work with ISO gain support on brand deals, original products, live events, and international expansion into China and TikTok Shop. Brands seeking creator partnerships may find a single management point of contact, though the source does not state pricing or contract terms.

The takeaway

Watch whether ISO announces client growth beyond its current 90-plus roster and whether its China and TikTok Shop expansion services produce named results. Any disclosure of Influence Media Partners' investment amount would also clarify the scale of the backing.

Further reading

For more context on how companies like this are forming, see Startups coverage across the business section.

Source note: This article includes information reported by The Hollywood Reporter.