What Sixteenth does

Sixteenth is a London-founded 360° Creator talent management company established on January 16, 2017 by Danny Lowney. It represents a roster of 300+ creators across verticals including fashion, finance, food, wellness, gaming, and social impact, with a combined managed audience exceeding 30 million. The company's core product is talent representation and brand partnership facilitation, connecting its creator roster with major enterprise brand partners (Google Pixel, Apple, Amazon, Netflix, Disney, L'Oreal, American Express, Spotify, among 20+ others) and leading agencies (Ogilvy, Edelman, Ketchum, Billion Dollar Boy). Complementary products include The Sixteenth Minute newsletter, the Recommended Therapists mental-health initiative (launched January 2022), and Spark Jam, a community platform founded in 2023 to combat creator burnout.

The business operates a sales-led GTM supplemented by community and event-driven channels, with dual US and UK operations led by President RJ Larese (250+ US creators, 20+ talent managers) and Head of UK Tom Caplan. Revenue is generated via transaction fees on brand partnership deals, with pricing not publicly disclosed. In October 2024, Sixteenth was acquired by Whalar Group, merging with Whalar Talent to form a combined 300+ creator management entity inside an end-to-end creator ecosystem spanning career development, community, learning, measurement, and data tools. The technology stack is not publicly disclosed; no proprietary AI/ML capabilities, patents, APIs, or integrations are identified, and the platform is non-app.

Name

Sixteenth

Legal name

Sixteenth

Website

https://sixteenth.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Sixteenth is a London-based 360° Creator talent management company representing over 300 creators globally and facilitating brand partnerships with 20+ major enterprise clients. Operating as a Whalar Group subsidiary since October 2024, it manages US and UK rosters across fashion, finance, gaming, and social impact verticals.

Ownership category

akta.pro rank

Product category

Creator Talent Management

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (711410), Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114)

akta.pro primary industry

Creator Talent Management & Representation (MPAAAHAB)

akta.pro secondary industry

Creator Management & Talent Representation (BPAFAHAB)

Keywords

• Creator talent management
• Influencer marketing
• Brand partnerships
• Creator economy
• Talent representation

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Brand Partnership Facilitation: Facilitating brand partnerships that help Creators deliver valuable, culturally-relevant content to their audiences, resulting in deeper engagement. Revenue likely generated through commission or management fees on deals facilitated.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Sixteenth is a global 360° creator talent management company that represents content creators and influencers, building their careers and businesses by facilitating brand partnerships and campaigns. It connects a roster of 300+ creators with major brands and agencies for culturally-relevant content collaborations, and provides career development and mental health support.

Product overview

Sixteenth is a single unified Creator talent management platform offering 360° services including talent representation, brand partnership facilitation, career development, mental health support through their Recommended Therapists Initiative, community building via Spark Jam, and a curated newsletter called The Sixteenth Minute. The company manages over 300 diverse Creators across various verticals and platforms, positioning them with major global brands.

Differentiator

Problem solved

Functional benefit

Brands

• Sixteenth Recommended Therapists Initiative: A bank of recommended mental health professionals experienced in working with people in the public eye, launched in January 2022 to help Creators understand the industry's unique challenges.

Products and services

• Sixteenth Creator Talent Management A global 360° creator talent management service that represents content creators and influencers, building their careers and businesses through strategic brand partnerships, campaigns, content creation, and long-term career development. Serves both creators seeking representation and brands seeking creator collaborations.
• Sixteenth Recommended Therapists Initiative A mental health initiative providing creators access to a bank of recommended professionals experienced in working with people in the public eye, addressing the creator industry's unique challenges.
• The Sixteenth Minute Newsletter An exclusive newsletter delivering cutting-edge insights, updates on the latest Creator Economy trends, and news about Sixteenth's creators. Serves as a top-of-funnel content channel for the creator economy audience.

Quantifiable outcome

• Creators have combined audience of more than 30 million
• +1 more outcomes

Named customers22 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered flagship, minor and core.

• Whalar GroupflagshipStrategic or Co-development Partner · 1 October 2024Sixteenth joined Whalar Group in October 2024. Whalar Group is an end-to-end ecosystem that empowers Creators with career development, community, learning, measurement and data tools, and brand partnerships. By joining forces with Whalar Talent, Sixteenth now manages over 300 diverse Creators across various verticals.
• Curate Capital Advisory BoardminorStrategic or Co-development Partner · 1 January 2024RJ Larese serves on the Advisory Board of Curate Capital, connecting digital talent with female-founded CPG ventures.
• Spark JamcoreStrategic or Co-development Partner · 1 January 2023Founder Danny Lowney founded Spark Jam in 2023, a platform combating Creator burnout by fostering community. This venture led to a pivotal partnership with Whalar Group, resulting in Sixteenth's acquisition.
• Sixteenth Recommended TherapistscoreStrategic or Co-development Partner · 1 January 2022Sixteenth launched the Sixteenth Recommended Therapists Initiative in early 2022, creating a bank of recommended professionals experienced in working with people in the public eye to help Creators understand the industry's unique challenges and its impact.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Whalar Talent: Sister company under Whalar Group, focused on creator talent management. Now operationally merged with Sixteenth post October 2024 acquisition; directly comparable by business model, client base, and creator roster focus.
• Billion Dollar Boy: UK-based global creator marketing agency with influencer management and brand partnership services. Directly comparable as a 360° creator talent management firm working with enterprise brands.
• Digital Voices: Global influencer marketing and creator management agency with offices in UK, US, and EMEA. Comparable as a creator talent management firm representing creators for brand partnerships.
• Captiv8: Influencer marketing platform combining creator marketplace with managed services. Comparable as a competitor in the creator-brand partnership facilitation space that Sixteenth operates in.
• AspireIQ (now Aspire): Influencer marketing platform with creator management and brand campaign services. Comparable as a creator-brand matchmaking and management service operating in the same customer segment.
• Open Influence: Global influencer marketing agency offering managed creator services for brand campaigns. Comparable as a creator talent management firm serving Fortune 500 brand partners.
• Insense: Influencer marketing platform focused on UGC, creator marketplaces and brand campaign management. Comparable as a creator-brand partnership facilitator competing for similar marketing budgets.

Broad incumbents

• United Talent Agency (UTA): Major Hollywood talent agency that has aggressively expanded into the creator/influencer economy. Comparable as a broader incumbent offering creator representation alongside traditional entertainment talent services.
• Creative Artists Agency (CAA): One of the largest global talent and entertainment agencies, with a growing creator economy practice. Comparable as a broad incumbent competing for top-tier creator representation deals.

Others

• VCCP Media: UK-based media agency partnering with Sixteenth as a client/agency partner. Acts as an adjacent demand-side buyer of creator partnerships rather than a direct management competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/sixteenthtalent

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sixteenth