Just as Hollywood talent agencies seek to acquire boutique firms to expand their client lists, a new wave of influencer-based companies are also pursuing deals to scale up. One such firm, Night, led by Reed Duchscher, is set to grow through acquisition. Night, which has a management division representing YouTube influencer Jimmy Donaldson (aka MrBeast), announced on Friday that it is acquiring LFM, a New York-based management firm specializing in influencers. LFM, with 10 clients including YouTube and Twitch creator Kai Cenat, will be bringing founder John Nelson and three employees to join Night’s team. The financial terms of the deal were not disclosed. Night’s client roster has seen a substantial growth in recent years. In 2020, Duchscher mentioned that the company had 10 clients, primarily YouTube stars. At present, Night lists around 65 clients, not including those from the LFM acquisition. Since its launch in 2015, Night has moved from Dallas to a downtown office in Austin, Texas.
One of LFM’s prominent clients, Kai Cenat, recently made headlines due to the viral nature of his social media presence. Cenat advertised a giveaway of gaming systems and other prizes in Union Square, New York City, which led to an unexpectedly large crowd turning unruly. The incident resulted in damage to vehicles, food carts, and stores, as well as clashes with officers. NYPD’s chief of department, Jeffrey Maddrey, attributed the rapid gathering of the crowd to “the power of social media.” Cenat faced charges of inciting a riot and unlawful assembly. However, in a subsequent video, he expressed disappointment in the disruptive behavior and clarified that it was never his intention.
With Cenat now joining Night, the management firm adds another notable influencer to its already diverse roster, which includes Dream, Hasan Piker, Safiya Nygaard, Ryan Trahan, Moriah Elizabeth, and others. LFM clients Deshae Frost and Daydrian Harding, as well as the creator collective Any Means Possible (AMP), which Cenat joined in 2020, will also become part of Night.
Night’s talent management division is just one component of a larger company that encompasses units such as Labs (a venture studio that includes Feastables and MrBeast Burger, currently facing a $100 million lawsuit), Studios (which helps talent pitch shows for film and TV concepts), Ventures (making investments in other companies), and Capital (a $100 million investment fund from The Chernin Group). Night, which counts The Chernin Group as a minority investor, employs about 60 individuals across its five divisions.
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Night CEO Duchscher expressed his excitement about the acquisition, stating, “Night is laser-focused on building alongside the biggest stars on the internet, and this acquisition demonstrates that. We are thrilled to be backing Kai, AMP, and so many other great creators with this move.” Nelson, the founder of LFM, added, “This deal will open doors to even more opportunities for our creators through Night’s exceptional resources and expertise. I look forward to building out and elevating the future of content creation.”
Overall, Night’s acquisition of LFM signifies its ambition to expand its footprint in the influencer management space. By bringing on board LFM’s clients and expertise, Night aims to strengthen its position as a leading force in the industry. Through strategic acquisitions and a diverse range of services, Night continues to establish itself as a powerhouse in the world of influencer-based companies.
