United Agents launches unscripted division for creators, influencers, reality TV stars

United Agents is tapping into the growing role of creators in mainstream entertainment by launching a new unscripted division. 

The agency said the move is designed to reflect the "multi-platform worlds and multi-hyphenate artists of modern entertainment."

The new arm will merge United Agents' existing list of presenters and unscripted talent with a growing slate of creators including Max Fosh, Henry Rowley, Hayley Morris and Sam Morris.

The agency has also made its first external hire for the unit, appointing Holly Hirsch from Mirador. Hirsch specialises in working with creators and helping them move into areas such as live comedy and scripted projects.

Matt Nicholls, who will head the division, told Variety the expansion was a natural evolution for the agency.

“We’ve long represented talent who thrive in unscripted and entertainment formats, and this new division allows us to formalise that work and build on it with even greater focus and ambition,” he said.

He added that the unit will work closely with broadcasters, streamers and production companies to develop and package projects, while also nurturing the next generation of creators and presenters.

The expansion comes as creators increasingly move beyond social media into structured entertainment businesses. It also follows a similar move by Whalar Studios and the creator collective The Sidemen, which recently launched their own production company.

The move also comes as broadcasters and producers increasingly turn to creators as on-screen talent, with the BBC recently launching a YouTube-first documentary strand fronted by creators.