EXCLUSIVE: Independent Artist Group has hired Sandy Lam and Sara Gonzalez as agents in its Creators Group, working out of the agency’s Los Angeles headquarters. Lam and Gonzalez will report to Nir Caspi, IAG’s Head of Non-Scripted and New Media.
IAG’s Creators Group represents digital creators and influencers, develops brand partnerships, IP, and new opportunities across media and entertainment. Both Lam and Gonzalez will be bringing creator clients to the agency, who will be announced at a later date.
“Sandy and Sara bring complementary experience, outstanding creator relationships, and a sophisticated understanding of how talent can build meaningful, enduring businesses across today’s media landscape,” Caspi shared. “Their expertise strengthens our ability to serve existing IAG clients looking to expand their presence in the creator economy while also attracting the next generation of distinctive voices and entrepreneurial talent to the agency.”
Lam joins IAG from Empire, where she built the company’s influencer sourcing operation and activated creators across artist campaigns, music videos, fan initiatives, and major cultural moments. She previously worked at TikTok, leading data-driven music discovery initiatives and developing influencer strategies that helped drive viral campaigns.
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“IAG has an incredible foundation of clients and relationships, along with a vision for the creator business that really resonates with me,” said Lam. “I’m excited to help build opportunities for both established talent and emerging voices while creating meaningful partnerships that drive long-term growth.”
Gonzalez is a Los Angeles-based influencer marketing executive whose experience spans creator strategy, talent partnerships, and campaign execution. She has negotiated brand collaborations, managed creator onboarding, developed affiliate marketing programs, overseen gifting campaigns, and analyzed campaign performance across leading social platforms.
Gonzalez noted, “I love combining creativity with strategic thinking to develop partnerships that feel authentic, create lasting value for creators, and deliver meaningful results for brands.”
