Supporting creators in both entertainment and entrepreneurship: A Q&A with RTS vp of talent management Sue Lee

Last year, prominent Twitch streamer Imane “Pokimane” Anys founded his own talent management agency, RTS. Today, RTS has gone public with the signing of its first three streamer clients, giving the company a long-awaited opportunity to showcase its developer-conscious approach.

In addition to Anys, RTS’ expanded talent roster now includes popular Twitch streamers Jeremy “Disguised Toast” Wang, Niki “Nihachu” Nihachu, and Albert “BoxBox” Zheng, who collectively have over 26 million followers across all major social media platforms. . RTS has been working with all three developers behind the scenes for several months, but has not announced the signing until today.

In addition to securing brand partnerships and work opportunities for its talent, RTS aims to provide its creators with the branding, marketing and business expertise necessary to follow Anys and turn their followers into full-fledged businesses that can thrive in today’s creative economy. flourish .

To learn more about the strategy and future plans for RTS’ talent management business, DJD spoke with Sue Lee, VP of Talent Management at RTS and a longtime Twitch employee.

This interview has been edited for length and clarity.

How does RTS approach differ from other talent management companies in the digital creative space?

Many companies in this space are already doing very well as it relates to generating new revenue and branding opportunities and sponsorships. We really wanted to focus on a kind of 360 management service, which is everything from transactions and organizing finances – all the fun stuff that builders don’t like to think about, whether it’s taxes, financial planning, retirement planning and stuff like that. . We also organize things like bookkeeping, accounting, billing. We also focus on brand deals after they are signed.

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So that it really allows agents to focus on what they do best, which is looking for opportunities and additional revenue streams. We can take responsibility after contracts are signed and make sure everything is organized for the builder. They know exactly what their deliverables are. We ensure that all information is presented to them in a digestible form, as well as manage all types of B2B conversations that need to happen.

A growing phenomenon in this space is creators launching their own full-fledged businesses – your company is a great example. Can RTS support these efforts as well?

totally. Among all our builders, our priority is first and foremost to ensure that we meet their immediate needs, and once those are addressed, we can begin the larger conversations – “Now that the business You are set. In slow motion, what are the ideas you’ve always wanted to execute on?’ And of course, investments will always be part of the conversation.

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Toast in disguise and Pokemon have been friends for years. For a business like RTS, how much for people like you and pokumane Having a network of friendships and personal connections beyond business partnerships?

For me, having worked on Twitch for as many years as I have, I’ve built an amazing network of creators, and that’s part of how I was able to start conversations with Toast about working together.

This can be an advantage in some ways because the industry is so small – you meet each other as human beings and you can understand very quickly whether it makes sense to work together. So I wouldn’t say it’s “important”, as much as having these relationships with many of these people has already been beneficial. I can tell it gives you some kind of speed boost.

How integrated are the talent management and consulting sides of the RTS brand?

While we don’t typically have direct overlap, I meet with them regularly to help understand the content creator space from my POV. There are often times when they have to build a plan that includes some level of influencer marketing, and that’s when they call me to kind of talk to my expertise about what the top creators are interested in, what the top creators are. . What they’ve done in the past, what resonated, what really made the best. So that’s usually the way we’re able to collaborate and work together.

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I noticed that all the creators that have signed RTS so far are either women or people of color, which is not exactly representative of the early gamer. Was this intentional?

it was not. I think a lot of it happened very organically because of the constructive relationships I had while I was on Twitch. But as our industry continues to grow, it’s a personal focus of ours. I think all of us at RTS are aware of this ratio of how things have been in the past and we always want to empower and support underrepresented groups as much as we can. So it wasn’t intentional, but I guess it just happened.

Supporting creators in both entertainment and entrepreneurship: A Q&A with RTS vp of talent management Sue Lee


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