Acquisition in the Digital Talent Industry
The digital talent industry has witnessed a significant acquisition, with Undercurrent Talent, an indie agency, taking over Project15, a boutique creator management company. This move is expected to further solidify Undercurrent’s position in the industry, given Project15’s impressive portfolio of digital creators.
Background of Undercurrent Talent
Undercurrent Talent was founded in 2019 by CEO Eric Bogard and partners Adam Bogard and Aaron Hoffman. The company has rapidly grown to represent over 250 popular digital creators, including notable names such as Jojo Siwa and Kira Kosarin. Undercurrent offers a wide range of services to its clients, including industry partnerships, content strategy, and long-term career growth planning. This comprehensive approach has made Undercurrent a go-to agency for digital talent seeking professional management and guidance.
Origins of Project15
Project15 was established in 2020 by Jack Gorlin, a veteran in the digital and music industry. Before founding Project15, Gorlin had a successful career as a photographer, video, and digital strategist, working closely with renowned music artists like the Jonas Brothers, Alicia Keys, Demi Lovato, Bebe Rexha, and All Time Low. His experience and network in the industry were instrumental in building Project15’s client base, which includes Miranda Rae, Kirby Johnson, and Angelina Jacob, among others.
Merger Details
As part of the acquisition, Jack Gorlin will join Undercurrent Talent, bringing his existing client list with him. This merger is seen as a strategic move to enhance Undercurrent’s client roster and expand its influence in the digital talent management sector. The acquisition underscores Undercurrent’s commitment to growth and its desire to attract top talent and management professionals to its team.
Undercurrent’s Entrepreneurial Model
Undercurrent emphasizes its unique "entrepreneurial model," which provides managers with the infrastructure, resources, and support typically found in large companies, allowing them to operate with the autonomy of owners. This model is appealing to managers who value independence and the ability to scale their operations. Undercurrent’s approach enables managers to retain a significant portion of their earnings through a generous revenue-sharing model, build their client books within a high-performance system, and work in a collaborative team environment. This entrepreneurial model has been a key driver of Undercurrent’s rapid growth and attracts top-class managers seeking both independence and the resources of a larger company.
Reaction to the Acquisition
Both parties have expressed enthusiasm about the merger, highlighting the cultural fit and the potential for growth it brings. Eric Bogard, CEO of Undercurrent, praised Jack Gorlin as one of the sharpest minds in digital talent management, noting that he fits perfectly with Undercurrent’s entrepreneurial system. Gorlin, in turn, was drawn to Undercurrent’s strong culture, diverse talent list, and the entrepreneurial system that allows for real partnerships to be formed. This positive outlook suggests a smooth integration and a promising future for the combined entity in the competitive digital talent management landscape.
