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Talent management services for founders, creators, celebrities and brands

MVP (Mega Volume Production, 十方众声) offers five talent management services for creators, celebrities, founders and companies: brand strategy, talent development, channel operations, brand partnerships, and reputation and risk protection. One dedicated in-house team runs all five, across mainland China and North America. Clients can hand MVP the full scope or start with the service they need most.

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What do talent management services include?

MVP’s talent management covers five services, run in sequence by one team and in the order a public figure usually needs them: personal brand strategy works out who you are and who you speak to; talent development builds up an account that already has a base; China social media management runs your accounts day to day, on Chinese and Western platforms; brand partnerships finds brands and negotiates deals; and reputation management watches for bad press and deals with infringement and crises. Companies and brands that want ads, press releases or creator campaigns in China or abroad are served by MVP’s other line, brand marketing.

MCN vs talent agency vs talent management: what’s the difference?

In short: an MCN (multi-channel network) signs online creators in large numbers and earns mainly from advertising and e-commerce, and a traditional talent agency in China represents performers exclusively for their entertainment careers. MVP signs creators to management contracts, under which the creator authorizes MVP to handle their commercial work for an agreed share, and works with celebrities, founders and companies under service agreements. It differs from both in four ways: one dedicated team looks after everything from strategy to risk protection, it signs only creators with at least 100,000 followers and a steady record of content and brand deals, it never charges creators upfront fees, and it never names its clients. How each kind of client is charged is listed under How does MVP charge?. The MCN and agency columns describe common practice in China’s industry, compiled from public sources; individual firms differ.

MVP compared with a typical MCN and a traditional agency
DimensionMVPTypical MCNTraditional agency
Who they serveCreators with at least 100,000 followers and a steady record of content and brand deals; celebrities, founders and companies judged by standing in their field, not follower count aloneMostly online creators, signed in large numbers, from newcomers to the biggest accountsMostly actors, musicians and TV performers
Core workStrategy, development, channel operations, partnerships and risk protection, run long-term by a dedicated in-house teamContent production and account operations, earning from ads, platform incentives and e-commerceRepresenting the artist’s film, music, TV and endorsement work
Fees and revenue splitCreators: no upfront fees, then an agreed share of income actually earned. Celebrities and founders: a fee tied to commercial income. Companies: priced by projectUsually a revenue split, plus income from platform incentives and e-commerce commissionsUsually a percentage split set in the management contract
Contract and termCreators sign a management contract; celebrities, founders and companies sign service agreements; term and exit conditions are written down before signing, and accounts stay in the client’s own nameFlexible models; terms vary by creatorMostly exclusive, all-scope management contracts with long terms
How new talent is developedDevelops only creators with at least 100,000 followers and room to grow, with a plan for each personScreens and signs many creators, then develops them through a standard systemScouts newcomers and trains them for years before launch
Crisis and risk protectionWatching for bad press, crisis response, action against infringement and contract review are everyday workDiffers from firm to firm; ask before signing whether it is includedThe artist’s own team usually handles PR, bringing in outside PR firms for major crises
DisclosureDoes not name its clientsUsually publicizes signed creators and uses scale and big names as proofUsually publicizes its roster

“MCN” and “agency” are industry terms, and Chinese regulations use their own names for these firms. They are listed under MCN.

Which platforms and tools does MVP use for promotion, PR and partnerships?

For promotion, PR and partnerships MVP works through the platforms’ own official consoles and the industry’s standard tools. They are set out below in eight groups; each entry says what it is used for and links to the official site.

Paid promotion in mainland China

Once a piece is out, MVP watches how it does on its own, then buys reach for what is already working: small boosts through each platform’s own boost tool, larger campaigns through its ad console. How much, to whom and when to stop are decided by the numbers.

Official platforms for creator deals

Brand deals with creators are booked and settled through each platform’s own marketplace: the deal is on record, the content is labelled as the platform requires, and the money can be traced. Each platform’s rules for agencies and creators are on Platform rules.

Paid promotion outside China

In North America and other markets MVP buys media through each platform’s ad console; a post a creator has already published can, with the creator’s authorization, be run on as an ad.

Press distribution and media

Formal announcements go to the media through the press wires: shows, tours and brand partnerships are announced on the wire that fits the market, and media lists and coverage are tracked with a professional media database.

  • PR NewswirePress release distribution worldwide; 美通社 is its arm in China and Asia.
  • Business WireDistributing press releases to media and investors worldwide.
  • GlobeNewswireDistributing press releases to media and financial markets.
  • CisionMedia database, media monitoring and journalist outreach.
  • EIN PresswireOnline press release distribution.
  • Muck RackJournalist database, media monitoring and pitching.

Live events, venues and ticketing

For a show, MVP deals with promoters and venues over dates and rooms, and ticketing runs through the venue’s own system or the platform the local market uses.

Music release and artist tools

Releases, playlist pitching and audience data for singers and musicians go through each streaming platform’s own console for artists.

Chinese-community channels in North America

Shows and events for Chinese Canadians are also promoted in the community’s own media and forums.

Data, trends and monitoring

To set direction, read results and watch sentiment, MVP looks first at the platforms’ own indexes and consoles, then checks them against third-party tools. Which data counts is on Approach.

The names and marks of these platforms and tools belong to their owners.

Frequently asked questions

Influencer management vs influencer marketing: which does MVP do?

Mainly influencer management: MVP works for the person, building one client’s career, deals and reputation over years, while influencer marketing agencies work for brands and run campaigns across many creators. MVP also runs cross-border influencer marketing for brands in both directions, connecting North American brands with Chinese creators and Chinese brands with North American creators; a creator MVP represents takes part only with their consent. That brand-side work is set out on cross-border influencer marketing.

How do I know which service I need?

Start from your biggest problem today. If your direction is unclear, start with brand strategy; a base without a system calls for talent development; a team that can’t keep up needs channel operations; if you want more or better brand deals, look at partnerships; and risk you face or fear calls for reputation protection. If you are unsure, describe your situation on the Contact page and MVP will advise.

Talent agent vs talent manager: what is the difference, and which is MVP?

An agent mainly finds and negotiates work, while a manager shapes the whole career and brand; MVP works more like a manager with a specialist team than like a booking agent. Either can work alongside outside specialists. How MVP divides the work with a celebrity’s existing agent, manager or company is explained on Celebrities & artists.

Does MVP work on Western platforms and with talent outside China?

Yes. MVP works across mainland China and North America, in both directions. It runs YouTube, Instagram and TikTok for Chinese-speaking creators in North America and for clients expanding abroad, and it helps artists and creators from outside China build a presence on Chinese platforms such as Douyin, Weibo, Xiaohongshu, Bilibili and WeChat. The exact scope is agreed in the first conversation; the platform list is on channel operations.

Start with the service you need most

Tell MVP where you stand and what you want to achieve, and book a diagnosis to decide where to start or how to take on the full scope.

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