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UnderCurrent Talent has completed its acquisition of the digital creator management firm Project15

The boutique agency Project15, originally launched in 2020 by Jack Gorlin, is now fully integrated into UnderCurrent, which was founded in 2019 by CEO Eric Bogard along with partners Adam Bogard and Aaron Hoffman. UnderCurrent represents more than 250 digital creators, including well-known names like JoJo Siwa and Kira Kosarin, and provides a wide array of services such as brand partnerships, content strategy, product development, and long-term career planning. The industry is seeing a noticeable shift as smaller agencies merge with larger ones to enhance their capabilities and market presence. This kind of consolidation allows for shared resources and expanded networks, benefiting creators and management alike. It’s a strategic move that highlights how adaptability and collaboration are becoming essential in a competitive landscape. Gorlin began his career working behind the scenes in entertainment as a photographer, videographer, and digital strategist, partnering with major music acts including the Jonas Brothers, Alicia Keys, Demi Lovato, Bebe Rexha, and All Time Low before establishing Project15. As part of the merger, he will transition his client roster, which features Miranda Rae, Kirby Johnson, and Angelina Jacob, to UnderCurrent. UnderCurrent is known for its entrepreneurial approach, offering managers the backing and resources of a larger agency while preserving their independence. With a commission structure that allows managers to keep most of their earnings, they can build their own client portfolios within a supportive, team-oriented environment. This model has been instrumental in the company’s fast growth, appealing to managers who seek both freedom and the benefits of a well-established platform. Eric Bogard expressed enthusiasm about the acquisition, stating, "We're thrilled to welcome Jack to UnderCurrent. He is one of the most insightful professionals in digital talent and a perfect match for our entrepreneurial system. We are very excited to have him join us." Gorlin commented on his decision, saying, "I was drawn to UnderCurrent because of their strong culture, impressive and diverse talent roster, and an entrepreneurial framework that made this feel like a genuine partnership."

#Jonas Brothers #Alicia Keys

Category:SHOW BIZ NEWS

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