Welcome to Unmuted – The Talent Times’ 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 Tia Thomas, Talent Coordinator at HLD Talent.
Let’s get into it!
Q. Green flags when signing a talent?
I usually jump in at the onboarding and strategy stage, so the top 2 green flags for me would be:
1. Ambitious Creators
Evolving in this industry is key so having a growth mindset and long term goals (outside of one-off brand deals) are something to look out for. You can’t want success more than your talent so someone driven and helping them achieve their ambitions is key. Do they want to be a brand ambassador, be a business owner or what niche haven’t they tapped into yet?
2. Receiving Feedback and Guidance
Being open to feedback is a big part of talent development. The most successful creators understand that there is always room to grow and will trust their managers to help them evolve. It’s always easier to give praise but when discussing opportunities for improvement, creators who are receptive to constructive feedback and value your expertise are often the ones who go a lot further.
Q. The biggest ick when negotiating brand deals?
Low-ball offers! I get that every campaign has a budget, and we’re always open to a conversation, but it’s frustrating when a creator’s value is underestimated. A fee reflects far more than follower numbers, it’s about engagement, influence, audience and the results they deliver. The analytics don’t lie and when creators can prove their worth, it’s important that the offer reflects it too.
Q: A talent you think is going to blow up in the next 12 months?
I think streamers are going to see huge growth over the year. Streaming has been steadily growing since the pandemic, but we’re now seeing it become much more mainstream and expand beyond the gaming space. Creators and the viewers enjoy the live interaction aspect as it builds a closer connection between them. I can see streaming becoming as influential and trendy as podcasting is today.
Q: What type of content do you like to consume on social media / what does your FYP look like?
I’m really into all the “from scratch” content at the moment. There’s been such a shift towards people wanting to eat cleaner and cook things themselves rather than relying on ultra-processed foods. I love seeing creators share their fake-aways recipes and some even growing the ingredients themselves (they make it look so easy too). Brands are also leaning into it more with cleaner products too, so it feels more like a lifestyle shift rather than just a trend.
Q: Something everyone working in this industry needs to hear…
Make sure you choose management that fully aligns with you. For me, it’s so important to have a great relationship with my talent as I work so closely with them. As management, you’re dealing with their personal and professional lives so it’s important that your talent trusts you and can both communicate openly.
Q: The biggest misconception my family/friends have about my job is:
I’m still not sure they fully understand what I do and some can’t believe there’s actually a career in this industry. They only really see the end campaign or the fun parts like attending cool events and spending time with creators, so my job looks so easy to them. However, that’s not my day-to-day. In reality most days are spent juggling emails and meetings, pitching to brands, negotiating deals, being a therapist and cheerleader my talent, the list goes on. No two days are ever the same – but that’s the best part of my job!
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: The best piece of advice I've ever been given is…
What’s meant for you won’t pass you by, and I strongly believe in that! This actually applies to talent too. There’s times when a deal comes through that might not be the right fit for a creator at that moment, even if there’s a willingness to make it work. But timing is everything. When the alignment is right, whether that’s the brand, the brief, or the audience, it always lands so much better.
If Tia’s Unmuted taught us anything, it’s that the best talent coordinators are equal parts strategist, cheerleader, and long-term thinker – invested in their talent’s journey far beyond the next campaign.
You can find out more about Tia and the team at HLD Talent.
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.
