UK talent agency YMU, managing names like Simon Cowell and Claudia Winkleman, has enriched its global entertainment division by signing five popular TikTok creators with a combined following of over 6 million users. 

According to Deadline, the new additions include Max Balegde, Talia Mar, @imtheproblem (Sarah), Victor Kunda, and Emily Norris.

Balegde (more than 3.5 million followers) gained fame for his enticing celebrity interviews, such as presenting actress Millie Bobby Brown with a Nando voucher. Singer-songwriter Mar collaborated with Sigala on “Stay the Night” and reached number 11 on the UK charts. @imtheproblem rallied 857,000 digital followers through her storytelling videos.

Kunda’s comedic and fashion videos resonated during the pandemic, earning him 684,000 followers after going viral for pretending to smoke a breadstick. Norris, known for her day-in-the-life vlogs about motherhood and home organization, rounds out the new signees.

The creators will be represented by YMU’s global entertainment team headed by Lucy Loveridge. “Working with our colleagues across YMU’s divisions in both the UK and the U.S., we will support these five outstanding new clients in developing their brands far beyond the social media space,” Loveridge told Deadline.