- Mariam Musa has signed with HLD Talent for management.
- Emily Hibbert, HLD's Director of Talent, will lead Musa's new representation across the digital space.
- Musa joins an HLD roster that includes GK Barry, Shakira Khan, and The Famileigh.
Presenter, creator and reality star Mariam Musa has signed with HLD Talent for management. Emily Hibbert, HLD’s Director of Talent, will lead her representation. The move ends Musa’s stint with Insanity, after earlier spells managed via YMU Group and VAMP.
Musa, who won Love Island spin-off Survival of the Fittest in 2018, has built close to two million followers through candid lifestyle content. She currently fronts Untold: The Secrets of a TikTok Shop and recently hosted TikTok’s live coverage of The King’s Trust Awards.
At HLD, she joins a roster featuring GK Barry, Shakira Khan, and The Famileigh. The agency has stayed busy through 2026, recently adding creators like Ailish Morrison.
The momentum mirrors a wider creator-economy shuffle: Sophie Hannah recently joined InTheKnow Global, while Harvey King signed with Diving Bell, both for management.
Takeaways
Musa’s jump from a full-service agency like Insanity to a boutique, female-led shop like HLD is a pretty telling move, it suggests creators with near-two-million followings are now prioritizing specialized digital strategy over broad, multi-division representation.
It also adds to a growing pattern of UK reality-TV-to-influencer crossovers consolidating under agencies built specifically for that pipeline.
Does a boutique, digital-first agency like HLD offer creators a sharper growth path than a bigger multi-discipline shop? With TikTok Shop and King’s Trust hosting gigs under her belt, is HLD setting Musa up for a bigger broadcast push?
