×
You will be redirected back to your article in seconds

YouTube Stars Joe Sugg, Caspar Lee Form IMG-Backed Digital Talent Management Agency

London-based Margravine Management to focus on up-and-coming internet-native talent

Joe Sugg and Caspar Lee, two popular YouTube creators and social-media personalities, have formed a talent management agency with a strategic investment from IMG.

Dubbed Margravine Management, the agency will be based in London and is focused on signing and developing “new and upcoming digital talent.” The company is led by Sugg and Lee, who are also best friends. IMG is an investor and strategic partner to the new agency; a rep declined to disclose financial terms of the deal.

“We have been working in the digital space for over eight years now and can’t wait to combine our experience and skill with the strategic guidance of IMG to offer a new management service and bring about a new era of digital talent,” Sugg and Lee said in a joint statement.

Margravine expects to announce its talent-management positions and initial signings in the next few weeks. The company’s name is a reference to the street on which Sugg and Lee first lived in London when they got started on YouTube. (Incidentally, a “margravine” is the wife of a margrave, which Merriam-Webster defines as a “military governor especially of a German border province.”)

Sugg and Lee, who launched their careers on YouTube in 2010, now have a combined following of over 40 million fans worldwide. The duo have appeared together in travelogue specials “Joe and Caspar: Hit the Road” and “Hit the Road USA,” both of which are available to stream on Netflix.

Sugg is a British YouTuber whose videos span challenges, pranks, impressions and gaming across his three channels, which have nearly 2 billion views to date. He’s also the author of graphic-novel series “Username: Evie.”

Caspar Lee, born in England and raised in South Africa, is best known for his YouTube channel, which features interviews, pranks and musings. His two YouTube channels have more than 9 million subscribers. In 2016, he co-starred in buddy-comedy feature film “Laid in America” alongside YouTube comedian KSI. Last year, Lee co-founded marketing agency Influencer.com, where he has the title of chief marketing officer.

IMG is part of Endeavor, the holding company that encompasses WME, UFC, Professional Bull Riders, Miss Universe, Dixon Talent, and the Wall Group.

Pictured above: Caspar Lee (l.) and Joe Sugg

More Digital

  • China Video Streaming Giant iQIYI Loses

    Chinese Video Giant iQIYI Loses $1.3 Billion in 2018

    Chinese video streaming firm iQIYI lost over $1.3 billion in 2018, as revenues and subscriber numbers ballooned. The deepening losses reflected ever higher spending on original content production. Announcing its first full-year financials since a March IPO that launched it onto the NASDAQ, iQIYI said that it lost $1.3 billion (RMB9.1 billion) last compared with [...]

  • Roku headquarters

    Roku Aims to Top $1 Billion in Revenue in 2019, Beats Holiday Quarter Earnings Expectations

    Roku wants to become a billion-dollar company in 2019, and invest more in its ongoing international expansion. The streaming-device maker told investors on Thursday that it expects to generate between $1 billion and $1.025 billion this year, and that international growth was one of its key investment areas for 2019. Roku made these announcements as [...]

  • Vice Media

    Vice Media Taps Joe Simon as Chief Technology Officer (EXCLUSIVE)

    Joe Simon has been tapped as chief technology officer at Vice Media. The newly created role will include oversight of data analytics, engineering, information technology, media operations, media technology, post production, and systems management. Prior to Vice, Simon spent three years as Encompass Digital Media’s chief operating officer. Previously he held the chief technology officer [...]

  • att_logo

    AT&T Suspends YouTube Ad Spending as Boycott Over 'Pedophilia' Videos Scandal Widens

    AT&T, one month after it thought it was safe to advertise on YouTube again, said it is pulling all advertising spending from the world’s biggest video platform. The telco joins a boycott by marketers alarmed by the discovery that a secret group of child predators has been using YouTube to make sexual comments about kids. [...]

  • VR Pop-Up Opens Doors in Manhattan

    Future of Storytelling Pop-Up VR Arcade Is Coming to Manhattan

    Manhattan is getting a location-based virtual reality (VR) pop-up, courtesy of Future of Storytelling: The temporary Story Arcade will open its doors in the Starrett-Lehigh building this coming Saturday, and host a number of VR experiences, including Felix & Paul Studio’s “Traveling While Black,” Fable’s “Wolves in the Walls” and MWM Immersive’s immersive theater VR [...]

  • Amy Winehouse

    Amy Winehouse Hologram Tour Canceled Over 'Challenges and Sensitivities'

    Amy Winehouse will not be “Back to Black” in a holographic live tour after all. The late British singer, who died in 2011, was to be featured in a stage show slated to launch near the end of 2019. But the producer of the show, BASE Hologram, has indefinitely postponed plans for the Winehouse show, [...]

  • Jennifer Lopez

    Jennifer Lopez Joins TikTok App to Promote NBC's 'World of Dance'

    Jennifer Lopez is the latest celebrity to hop on TikTok, the short-form video app owned by Chinese internet giant ByteDance — more proof of the app’s growing traction, and reflective of media companies’ desire to reach its young-skewing base. Lopez had a very specific aim: to get fans excited about “World of Dance,” the NBC [...]

More From Our Brands

Access exclusive content