The digital entertainment industry is witnessing one UK-based agency making significant strides in reshaping talent management. HLD Talent, led by founder & CEO Hannah Holland, has emerged as a creator economy powerhouse, particularly for women in the industry. From its humble beginnings as a solo venture to becoming the fastest-growing female talent agency in the UK, HLD Talent’s progress reflects digital content creation and influencer marketing shifts. Hannah’s approach to talent management offers valuable insights into the future of the entertainment industry. She elaborates on HLD Talent’s unique strategies, its impact on the creator economy, and her vision for empowering digital talent.

Redefining Digital-First Talent Management

Hannah’s journey into the industry began unexpectedly. “When I was 24, I kind of stumbled into being a Talent Manager while still working at a magazine and fell in love with it right away,” she says. This passion led her to establish HLD Talent, which has grown from a solo operation to a team of 14 in just five years.

Today, she’s impacting digital talent management in the UK. Her agency focuses on vesting and protecting women in the entertainment industry. HLD’s mission is clear: to change the perception of digital-first talent. “[Our] goal is to redefine the perception of digital-first talent. The women we represent are doing massive things, from speaking in Parliament to presenting on national television,” Hannah explains.

HLD Talent owes its success to its unique approach. Hannah notes, “We have a deeper understanding of our talent’s needs and frustrations as a woman in the media industry.”

The agency provides comprehensive services, focusing on helping digital talent transition into mainstream media. “We’re all about helping our digital talent break into mainstream media opportunities in broadcast, television, radio, and more,” Hannah says. HLD Talent aims to maintain a strong personal brand while diversifying its clients’ careers beyond social media.

One of HLD Talent’s key differentiators is its holistic approach to client strategy. Hannah explains, “We have a 360-degree approach to our client’s strategy. We say ‘no’ to many brand deals if they don’t make sense for the talent.” This selective approach ensures that each opportunity aligns with the talent’s overall career narrative and personal brand.

The agency’s strategic planning is another cornerstone of its success. “We put together detailed 12-month plans for each talent, showing them where they could go within the year if they follow a game plan,” Hannah reveals how a forward-thinking approach helps talents visualize their potential growth and sets clear objectives for their career development.

HLD Talent’s focus on diversification is particularly noteworthy. Recognizing the volatile nature of social media, the agency works to build well-rounded careers for its clients. “Social media may not be forever, so we want to ensure our talent has a well-rounded career and income outside of strictly social media,” Hannah states. 

The agency’s success is also attributed to its strong team dynamics. Hannah proudly mentions her executive team, including Managing Director Ella Young and Head of Talent Cherish Allen, who have been instrumental in shaping the agency’s employee development and team foundations. In 2023, HLD Talent gained further industry recognition when Dominic Smales, former CEO of Gleam Futures, joined as non-executive chairman.

Hannah’s passion for the digital talent scene is evident in her outlook on the industry. “I’ve always seen so much potential in the digital talent scene, even when traditional media looked down upon it, and it’s awesome to see it growing every day,” she says. 

The New Face of Influence: Relatability Over Perfection

Hannah offers valuable insights into the creator economy, highlighting the shift towards more authentic and relatable content. “The most popular creators are [no longer] the most curated, seemingly perfect individuals. Instead, the creators that find massive success are those who feel like someone you would interact with in everyday life,” she observes.

The entrepreneur emphasizes the importance of diversification for digital talents. “At the end of the day, social media is these women’s careers, yet it’s an entirely unpredictable platform,” she notes. She adds that HLD Talent focuses on building safety nets for its clients and exploring opportunities in podcasting, acting, reality TV, presenting, and writing.

The agency’s strategy involves recognizing each client’s strengths and potential impact beyond social media. “We focus on building safety nets and diversifying their revenue streams through multiple verticals,” Hannah explains how her approach protects creators from the volatility of social media platforms and expands their career prospects in the broader entertainment industry.

Empowering Women in the Digital Age: HLD’s Ongoing Mission

Hannah’s vision for HLD Talent remains firmly rooted in its founding principles. “Ultimately, [our goal is] to continue creating a haven for women and nurturing diverse talent to achieve new heights,” she states.

Drawing from her experience, Hannah advises aspiring entrants in the creator economy. She emphasizes the importance of overcoming self-doubt, stating, “Get rid of any preconceived notions that you can’t be successful or be in a position of power because of your age, gender, etc.”

Hannah stresses the significance of personal branding, noting, “Don’t underestimate the importance of building a strong brand identity and personal brand for yourself. These shape perceptions and can have a tremendous impact on your business.”

She also highlights the need for forward-thinking in this dynamic industry. “In such a fast-paced industry, you need to be looking three to five years in the future at all times,” Hannah advises. “The more you watch the industry patterns, the more you will learn to anticipate what comes next.”

While remaining tight-lipped about specific upcoming projects, Hannah hints at exciting developments for both HLD Talent and its clients, maintaining an air of anticipation for the agency’s future endeavors.