Select Management Group has officially launched its office in Canada, marking a significant expansion aimed at enhancing its engagement with influencers in the global creator economy. The company has appointed Micah Trainor as the talent manager for Select Canada, further extending its reach beyond established bases in Los Angeles, New York, and Nashville.
Under Trainor’s leadership, Select Canada plans to manage a diverse roster of approximately 20 Canadian digital creators, collectively boasting a remarkable 76 million followers across various social media platforms. This move highlights the company’s commitment to tapping into the burgeoning Canadian market and establishing a robust presence in key production hubs for major studios and streaming services across the country.
Strategic Expansion into a Vibrant Market
The expansion comes as Select Management Group seeks to position itself as a more prominent player on the international stage. Partners Lisa Filipelli, Caroline Nardilla, and Amy Neben emphasized the strategic nature of this growth, stating, “Formally expanding into Canada is a natural next step for Select as we build on the strong relationships and client base we already have in the market. Canada has a vibrant creator and brand partnerships ecosystem, and we’re thrilled to have Micah onboard as we deepen our presence and further elevate Canadian talent across the global creator economy.”
Trainor’s previous experience includes serving as a talent representative at Shine Talent Group in Toronto, where he cultivated significant relationships within the industry. He will be responsible for representing a range of Canadian creators, such as Laurel Ysebaert, Rashna Kutwaroo, Laeticia, Ambi Yang, Hala C, Sean Anthony, Idriss Diabagate, and Darcy Michael, among others.
Growing Global Influence
Select Management Group’s expansion reflects a broader trend within the media industry, where content increasingly originates from creator platforms. The digital landscape is evolving, with a talent infrastructure emerging that competes with traditional Hollywood.
The agency’s existing roster includes notable figures such as the stars of The Secret Lives of Mormon Wives—Jennifer Affleck, Mikayla Mathews, Mayci Neeley, Jessi Ngatikaura, Taylor Frankie Paul, and Layla Taylor. Additionally, the firm represents prominent creators and entrepreneurs including Miss Benny, vlogger and LGBT activist Tyler Oakley, Jeremiah Brown, Sarah Cheung, and beauty guru Gigi Gorgeous.
In December 2025, Select Management Group further diversified its offerings by launching Select Sports, focusing on athlete representation and brand development in the sports sector. This continuous growth signifies the company’s dedication to adapting to the dynamic nature of the creator economy, ensuring it remains at the forefront of talent management in a rapidly changing landscape.
