WTFN, one of Australia’s leading independent production and distribution groups (Bondi Vet, Space Invaders, Emergency), announces that Empire Talent, initially established to represent television talent, has been rebranded and relaunched as Radar Talent.

Radar Talent will sit under Radar, WTFN’s rapidly growing digital business, and will be a new-style agency focused on the representation and management of Australian and international content creators keen to grow their careers, especially on digital channels and platforms.

Driven in part by changing market demand, the move also follows Empire’s strategy to add several new names to its roster who are leading the way in creating content for their own digital platforms. Radar, which has just celebrated its second anniversary, currently creates and manages more than 30 digital channels for the likes of YouTube and Facebook for owned brands such as Bondi Vet, as well as for third parties such as The Dog Whisperer. It has more than 12M followers, with +150M views each month.

Radar Talent plans to represent both established names and fresh and authentic content creators to manage and help develop them into the stars of tomorrow, working alongside Radar for maximum impact and revenues in the digital world.

At launch, Radar Talent will be home to an array of talent that includes well-known Australians such as Real Housewives of Sydney’s Dr Kate Adams (currently airing on Binge/Foxtel), CH 9; The Block’s Rachel and Ryan Carr, Steve Van Aperen (co-host of The Hunters, currently airing on Network Seven) as well as popular YouTuber Mathew McKenna. International names on the roster include WWE star Maven Huffman from the US and Dr Michael Says, the Scottish-born Dr. Michael Mrozinski, a rapidly rising TikTok star known for brilliantly debunking wellness myths and providing accessible advice. These names alone already have more than two million subscribers to their channels.

Radar Talent’s Lead Agent, Kristen Mahar, says: “We are thrilled to launch this new business with such great talent onboard; however, Radar Talent is not solely about famous names or followers. We want to work with genuine experts in their field, like Dr. Michael, people who can bring their knowledge and credibility, as well as new audiences and fresh content. Now, working even more closely with our colleagues at Radar, we can shape these experts’ careers, help grow their digital presence and, significantly, make sure everything is effectively monetised.

“The next stars will likely come from more niche sectors – anything from food and DIY to true crime or specific periods in history. For example, our young historian client, Michael Brady, runs the popular Oceanliner Designs channel on YouTube, which Radar manages. By working closely together, Radar Talent and Radar are supporting Michael, and we have already helped grow the channel to over 700,000 subscribers. It has also recently received two nominations in the Tellycast Digital Video Awards, including for Best Documentary Channel.”

WTFN Chief Commercial Officer Derek Dyson says WTFN provides one of the best one-stop-shops worldwide for creator talent to build and commercialise their brand.

“Our team at Radar is all about making digital channels as big and commercially successful as they can possibly be. We are bringing in significant revenue for our creator talent just in digital advertising income. Add in the fact that we have experienced sales teams who are looking to marry big brands with these channels plus an eCommerce division, and it’s a compelling proposition,” Derek said.

“In addition, we have significant creative resources in-house and can provide other opportunities within our wider Group. We’re currently working with one of our existing talents to create an entire new digital content universe with huge scope to scale and commercialise. We’re excited to work with the next wave of creators that Radar Talent is set to manage,” he added.

While the focus is on creating digital opportunities, Radar Talent is a full-service talent management business that manages all facets of its clients’ careers, including broadcast and TV opportunities, paid social media collaborations, major brand ambassador roles, speaking and emcee bookings, book publishing deals, merchandise, eCommerce sales and more.