YM&U has launched YM&U Social, an International division focused on the representation of digital-first talent. YUM&U Social has appointed Lucy Loveridge as its UK Managing Director.

The new division will launch in January 2022 and will join forces with the Group’s existing digital-first business based in Los Angeles. Lucy Loveridge joins YM&U Group from Gleam Futures where she was Managing Partner. An early leader in digital-first talent management, Lucy has spent the past decade establishing and professionalising the creator representation industry in both the UK and USA. She has previously worked with market-leading talents such as Zoe Sugg, Olivia Neill, and Mrs Hinch.

YM&U already represents digital creators such as Woody & Kleiny, Munya Chawawa, Amelia Dimoldenberg, Victoria Lyn, Mariale, and Nicole Guerriero. The new dedicated division will allow further expansion in the representation of creators whilst adding greater digital expertise to benefit existing clients in Sport, Music, Entertainment, and the Arts.