“I’m a Talent Manager with a roster that keeps growing. Whilst this is great, I’m worried I’m becoming stretched too thinly. How many talent should a Talent Manager realistically look after?”
There’s no universal “right” number, as roster size depends heavily on the type of talent being represented and the level of service the agency promises.
However, we think around 6–8 talent per manager is generally a healthy benchmark. This will vary depending on the agency’s structure and the support available from assistants, junior talent managers or dedicated brand partnerships teams.
It also depends on the talent themselves. Six highly active, in-demand creators may require considerably more management than a larger roster of emerging talent with fewer incoming opportunities. Are you exploring just digital brand partnerships with your talent — or commercial opportunities across broadcast, podcast, IP and events too?
What matters most is that every talent feels properly serviced, supported and communicated with. When devising individual strategies, agencies must also consider what is genuinely achievable. Growth plans should be ambitious but realistic, taking into account your capacity, the talent’s current audience and position, and the opportunities available in the market.
Rather than chasing an industry average, look at whether your roster is both commercially sustainable and feeling content. Are you proactively creating opportunities and developing careers, or simply responding to whichever issue feels most urgent?
Ultimately, a healthy roster is not the largest number an agency can sign — it is the number it can represent proactively, successfully and with clear expectations on both sides.
Hope this helps,
Agony Aunt x
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