Creator commerce company Whalar Group has acquired UK-based talent management company Sixteenth. The move is the latest high-profile digital first M&A deal, following Wasserman’s recent acquisition of Long Haul Management.
The two parties to the transaction said the deal would establish one of the world’s leading 360° creator talent management companies. The goal will be to transform how creator careers are built, managed, and scaled; unlocking opportunities for talent and nurturing authentic partnerships with the world’s leading brands.
The deal will combine Whalar’s own talent management team, Whalar Talent, with Sixteenth, into a single division. The new outfit will use the Sixteenth name but will be led Whalar Talent president Victoria Bachan. Sixteenth Founder Danny Lowney will stay with the firm during the integration period, to ensure a smooth transition. He will then focus on developing a new offering under the Sixteenth umbrella.
As president of the newly-expanded Sixteenth, Bachan will oversee 44 talent managers, representing around 300 Creators. These include the likes of Ali Abdaal, Doug the Pug, Jesus Nalgas, Unjaded Jade, Eleanor Neale, Ashley Alexander, Emmanuel Duverneau, Grace Wells and Joe Ando-Hirsh. In her newly-expanded role, Bachan will also oversee the company’s strategic growth initiatives.
Commenting, Bachan said Sixteenth is “poised to elevate its mission to unprecedented heights and truly shape the future of the Creator Economy. Together, we’re not just helping Creators amplify their voices – we’re empowering them to expand their influence, maximise their impact, and build careers that go well beyond.”
Sixteenth was founded in 2017 to help creators go beyond “15 minutes of fame” – a nod in the direction of pop artist Andy Warhol’s iconic quote. Lowney said: “This move feels like we’re giving [Sixteenth] our own version of going beyond 15 minutes, writing our next chapter, and bolstering our own longevity as a company.”
