Whalar Group Acquires Talent Agency Sixteenth to Build a Comprehensive Ecosystem for Creators

Whalar Group's acquisition of Sixteenth aims to empower creators with enhanced resources, redefining talent management in the creator economy.

In a significant development within the creator economy, Whalar Group has announced its acquisition of talent management company Sixteenth. This strategic merger will operate under the Sixteenth brand, positioning the company as a leading global player in 360° creator talent management.

This merger allows Sixteenth to leverage Whalar Group’s extensive resources, including career development programmes, community engagement tools, educational resources, and data-driven insights. With these enhancements, creators will be better equipped to navigate the complexities of content creation and brand partnerships.

Founded in 2017 by Danny Lowney, Sixteenth was created with the ethos of helping creators go beyond “15 minutes of fame”. Since then, Sixteenth has represented some of the biggest stars in the industry and helped turn their influence into cultural longevity. The partnership with Whalar Group, known for its comprehensive creator ecosystem, aims to unlock unprecedented opportunities for talent, emphasising long-term success over short-term visibility. The company will champion a purpose-driving approach and help fuel creators’ long-term success through meaningful, authentic partnerships with the world’s leading brands.

“We couldn’t be more thrilled for this partnership to come to life,” Lowney said. “This move feels like we’re giving our whole company - both our incredible team and our Creators - our own version of going beyond 15 minutes, writing our next chapter. This cements our position on the global stage and bolsters our own longevity as a company.”

Victoria Bachan, currently President of Whalar Talent, will lead Sixteenth. As President of Sixteenth, she will oversee a team of 44 managers across the U.S. and EMEA, representing over 300 creators from diverse backgrounds. Notable names on their roster include popular figures like Ali Abdaal, Doug the Pug, and Unjaded Jade. Bachan will also spearhead expansion initiatives to further enhance the support provided to creators.

Lowney will remain with the company through the integration period, ensuring a smooth transition before stepping into an advisory role, where he’ll be working on a new offering within Sixteenth. The executive team will also include Fan Jozsa as COO, Amron Lopez as U.S. Director of Talent, and Kiera Pérez as U.K. Director of Talent. Together, they will manage day-to-day operations and focus on team growth and talent expansion.

The merger of Whalar Group and Sixteenth represents a pivotal moment in the creator economy. This partnership not only promises to redefine talent management but also aims to empower creators with enhanced resources and opportunities, paving the way for a future where they can truly flourish in their careers.