EXCLUSIVE: Australia’s WTFN is relaunching its management arm as Radar Talent.
The Melbourne-based operation was previously named Empire Talent and debuts in its new guise with a roster of newly-signed international stars including former WWE wrestler Maven Huffman and Dr Michael Says, the Scottish-born TikTok star Dr. Michael Mrozinski, who is known for debunking wellness myths.
Australian talent includes Real Housewives of Sydney’s Dr Kate Adams; The Block stars Rachel and Ryan Carr; Steve Van Aperen, co-host of Seven Network’s The Hunters; and YouTuber Mathew McKenna.
Radar Talent will sit within Australian producer WTFN’s digital business, Radar, which has just had its second birthday. Radar manages more than 30 digital channels, including those for WTFN’s unscripted series such as Bondi Vet and third-party series shows including The Dog Whisperer, and the plan is to integrate the units to push talent forwards.
Kristen Mahar will be lead agent at Radar Talent, which is positioning itself as 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.”
“We are thrilled to launch this new business with such great talent onboard; however, Radar Talent is not solely about famous names or followers,” said Mahar. “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.
Mahar predicted that “the next stars will likely come from more niche sectors – anything from food and DIY to true crime or specific periods in history,” citing Radar Talent’s new historian client, Michael Brady, who runs the 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.”
The news comes soon after MyRumors revealed WTFN was shuffling its management pack, with CEO Daryl Talbot shifting to an internationally-focused Executive Chairman role, and COO Wes Crook rising to replace him. Karen Goodwin rose to COO, while keeping her General Counsel and Company Secretary posts.
Over recent years, the company has built a digital channels and distribution business, while pushing a more international strategy, with sales unit Fred Media joining forces with Radar. WTFN still operates a production business that makes shows for the likes of Nine Network, Network Ten, National Geographic and Discovery ANZ.
“Our team at Radar is all about making digital channels as big and commercially successful as they can possibly be,” said WTFN Chief Commercial Officer Derek Dyson. “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.
“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.
WTFN had explored a sales last year, but this process appears to have ended with a new structure in place.