Welcome to Unmuted – The Talent Times’ new series shining a light on the talent managers behind some of the biggest names in the creator space.
Each week we sit down with the people working behind the scenes to get their honest takes on everything from deal-making and signings to the everyday realities of a job most people still don’t quite understand.
This week we spoke with Nancy Rice, Senior Talent Manager at FARQ.
Let’s get into it!
Q. What's one thing you can't get through a day without?
One thing I cannot get through a day without is several cups of tea and unlimited cuddles with my cat Royalty, if you know about cat cuddles you know and if you don’t well… you’re missing out! Get a cat ha-ha, they are a great emotional support pet!
Q. Green flags when signing a talent?
There are a number of green flags I look for when signing new talent, but one that goes without saying is being brand friendly. While we always encourage creators to be authentically themselves, it’s important that they can balance authenticity with professionalism and create content that brands feel confident partnering with.
Beyond that, my top green flags would be:
1. Consistency and showing up
Whether it’s showing up for their audience online or the relationship with their management team, consistency is key in this industry. The creators who tend to succeed long-term are the ones who continue showing up, even when growth is slower or opportunities aren’t immediately landing. Building a career in this space requires commitment, and that consistency pays off over time.
2. Strong storytelling skills
As the creator economy becomes more saturated, storytelling is becoming increasingly valuable. Brands aren’t just looking for content, they’re looking for creators who can take an audience on a journey and create genuine connection. The creators who can weave a compelling narrative, whether through a campaign, a renovation project, a book review, or a day in the life video, are often the ones who stand out and drive results.
3. Curiosity, ambition, and a growth mindset
I love working with creators who are eager to learn, open to exploring new opportunities, and thinking beyond their next brand deal. What does their long-term vision look like? What are they building outside of social media? How can we create a sustainable business that lasts beyond any one platform? The most exciting creators are the ones who are constantly asking questions and looking for ways to evolve.
4. Openness to feedback
This is a big one for me. A successful talent-manager relationship is a partnership, and the best creators understand that feedback is part of growth, we tend to say ‘feedback is a gift’. Whether it’s celebrating what’s working or discussing areas for improvement, being receptive to new ideas, constructive criticism, and different perspectives is invaluable.
Lastly, someone who sees content creation as more than just posting online, they see it as a business.
Q. The biggest ick when negotiating brand deals?
Oh, I have quite a few, but I’ll keep it to two!
The first is brands requesting usage in perpetuity and being unwilling to negotiate on it. For me, that’s a complete HELL NO. If a brand is using creator content as an asset, whether that’s for paid media, organic social, or broader marketing efforts, that content has real value and should be compensated accordingly. Usage rights shouldn’t be treated as an afterthought and sneakily added into contracts after SOW has been agreed.
The second is when brands won’t accept any redlines to a contract after we’ve agreed on the commercial terms. While the deliverables and fee are important, a contract goes far beyond the scope of work. Our responsibility is to protect our creators, and every agreement should allow room for reasonable discussion and amendments. When there’s no flexibility to align on terms that safeguard the creator’s interests, it can make building a strong partnership unnecessarily difficult. Ultimately, the best negotiations happen when both sides approach the conversation as a collaboration and are willing to find a fair solution that works for everyone.
Q: A talent you think is going to blow up in the next 12 months?
I think gaming creators are going to continue seeing huge growth over the next 12 months. Gaming has often been viewed as a niche category, but we’re now seeing it become much more mainstream, with creators building incredibly engaged communities that extend far beyond gaming itself.
Q: The biggest misconception my family/friends have about my job is:
Honestly, I’m not sure they fully understand what I do even now, and some of them still aren’t convinced it’s a “real job”! When I speak about my day and being a talent manager, they often picture me scrolling social media all day, attending events, and spending time around exciting creators and brands.
While those moments definitely exist, trying to tell them the reality is that most days are spent behind the scenes juggling back-to-back calls and emails, managing multiple personalities, navigating complex situations, negotiating deals and wider opportunities, building relationships, therapist and cheerleader, the list goes on. No two days are ever the same. They still look at me confused. That’s where the conversation ends and I tell them to spend a day in my life to understand or maybe one day they will understand!
Q: Something everyone working in this industry needs to hear…
There is room for everyone. Collaboration will take you further than competition ever will.
Q: The best piece of advice I've ever been given is…
Stop comparing your chapter one to someone else’s chapter 5. Everyone sees the highlight reel or success stories, but very few people see the years of work, showing up, setbacks, and consistency behind it.
If Nancy’s Unmuted taught us anything, it’s that the best talent managers are equal parts strategist, negotiator, therapist, and cheerleader. You can find out more about Nancy and the team at FARQ.
Do you want to nominate a talent manager to take part in Unmuted? Get in touch with The Talent Times at hello@ttt-news.com.
