Reign Maker adds talent management company to growing creator economy portfolio

Reign Maker Group has acquired a majority stake in Hyphen HQ, a talent management company built around a profit-sharing model that gives creators and managers a financial stake in the agency they help build.

The deal adds Hyphen to Reign Maker's growing portfolio of creator economy businesses and comes just months after the company was founded.

Set up in April by Victoria Bachan and Alicia Rose, Hyphen aims to challenge the traditional talent management model through HyphenShare, a programme that offers creators and managers profit-sharing and equity participation instead of relying solely on commission-based relationships.

Bachan previously served as global president at Sixteenth, part of Whalar Group, where she oversaw a roster of more than 350 creators, and most recently as senior vice president at Wasserman. Rose, a California-barred attorney with 17 years' experience in influencer marketing, previously held senior roles at Wasserman and Sixteenth.

"This generation of creators didn't wait for permission," said Bachan in a statement. "They built their own audiences, their own platforms, and their own businesses from scratch. That deserves more than a management fee."

Rose said the model was designed to tackle one of the industry's most persistent problems.

"You can't non-compete your way out of that," she said. "Hyphen's answer is ownership. We're not here to lock people out of rooms, we're here to build bigger ones."

Reign Maker said it would support Hyphen's growth through its shared infrastructure, leadership and network of creator economy businesses. The company has previously described its approach as giving specialist operators the "rails to launch" while taking equity stakes in the businesses they build.

Founded in 2025 by former Viral Nation Talent president Jonathan Chanti and Brad Morris, Reign Maker operates as a portfolio of creator economy businesses spanning talent management, influencer marketing and creator education. Its holdings include The Now Agency, talent firms YouKnowWho and North House Talent, and The Creator Rep Institute, a training programme for emerging creator managers.

In October 2025, the company also announced a strategic partnership with Hollywood agency Paradigm designed to help digital creators move into traditional entertainment while supporting actors, musicians and other talent looking to expand their digital presence.

Reign Maker said the investment reflects its belief that ownership-driven models will play a larger role in the future of creator representation.

"Hyphen represents exactly the kind of forward-thinking, creator-first company we look to invest in and partner with," said Chanti. 

The acquisition comes amid a wider wave of investment across the creator talent management sector. Earlier this year, Night raised $70 million to expand its management business, while CAA and TPG launched a $250 million investment vehicle focused on creator-led companies earlier this month.