ABOUT

Tom co-founded Angels Management, a UK management agency for female creators, and ran it as Chief Creative Officer.

Client: Angels Management
Tom's role: Co-founder and Chief Creative Officer, Angels Management, Nov 2021 to Apr 2023.
Years: 2021 to 2023
Platforms: YouTube, TikTok, Instagram, Subscription platforms

Key numbers
- 23: exclusively managed creators
- Above 50%: operating margins
- 8x: average client social growth after signing

Angels Management was a UK management agency for female content creators. Tom co-founded it and ran it as Chief Creative Officer from November 2021 to April 2023. The launch press release names him in that role. It managed 23 creators exclusively. That figure is Tom's own, with no public source.

The starting point

Angels Management Limited was incorporated on 22 October 2021. Its launch release described a team with 30 years of combined experience in media, finance and marketing. That team had managed names across YouTube, Twitch, football and celebrity. The agency's first signed client was Bonnie Locket. The release noted she had featured in multiple Sidemen videos. One of those was SIDEMEN vs ONLYFANS OLYMPICS, published on 12 September 2021. Tom sourced the creator side of that cast. Bonnie Locket and Mercedes the Dancer competed in it, and both became Angels clients. The video holds 18,712,295 views.

What Tom did

Tom owned creative direction across the roster. At launch he said his role would focus on platform diversification for clients. He also said he would support brands working with these creators on sponsorship and partnerships. Tom says the agency grew to more than 20 staff. Tom counts it as one of five times he has built a content function from nothing.

How it worked: formats, team, partners, decisions

The service. Angels ran full service management: brand deals, content strategy, platform growth and monetisation. It worked across YouTube, TikTok, Instagram and subscription platforms. Its site listed channel growth, mainstream opportunities, collaborations, social strategy, platform diversification, legal and financial support, and mental health support.

The model. The roster's work spanned mainstream YouTube and subscription platforms. Collaborations with other YouTubers recur across the roster's titles. Bonnie Locket's most watched video in Tom's work is a collaboration with SnowyJoe. Her own channel then turned a Sidemen Sunday appearance into a reaction video.

The roster. Tom's videos hold 279 roster videos: Bonnie Locket 229 and Daisy Drew 41, plus Mercedes the Dancer on the roster. Together they hold 7,125,673 views. Daisy Drew's 41 videos hold 5,547,032 of those. The other 20 creators are not recorded anywhere Tom controls.

The decision. Tom's reasoning was to pick a category that serious agencies would not serve properly, then serve it properly.

The team. The launch release names Thomas Horcel as Chief Executive Officer.

The results

23 exclusively managed creators. A combined following above 20 million. Clients averaged eight times their social growth after signing. That last figure comes from internal client reporting. 279 roster videos sit in Tom's work, more than any other period of Tom's career. Angels Management Limited was dissolved on 9 May 2023.

What it proves

Management earns its percentage by changing a creator's numbers. Tom built the team and the system from nothing, which is the method in Building a content team from zero. The brand side of the role is in Brand partnerships and talent. The work Tom talks about least is the work he can prove most.

More numbers
- 279 roster videos in Tom's work.
- 22 October 2021 Angels Management Limited incorporated, company 13698946.