Lucy Loveridge Launches Creator Agency Nothing to See Here in London
Lucy Loveridge has launched her own London agency, Nothing to See Here, to represent online creators. Its first client is Jesse Burgess, who was one of her clients at YMU, according to Deadline.
An agency looks after its clients' work. It finds jobs, negotiates contracts and handles deals, from sponsorships to television appearances. Creators are people who make content for platforms such as YouTube, rather than for traditional TV or film.
Burgess is one half of Topjaw, a YouTube channel with nearly 500,000 subscribers. He runs it with Will Warr, and the two founded the channel together. Warr remains with YMU, the talent company where Loveridge worked. Burgess also hosts Apple TV's Knife Edge: Chasing Michelin Stars.
Loveridge's move ends a long run at YMU. Chief executive Mary Bekhait brought her in during 2022 to run the company's creator division. In 2024 her role grew to cover global entertainment, overseeing the teams that manage Davina McCall and Fearne Cotton. She left in early 2026, after four years in the job.
The new agency is based in London. Loveridge has not moved her clients with her in a wider sense, and the report names only Burgess as the opening signing. Burgess's move is the first public sign of what Nothing to See Here will look like, and its next clients will show the direction it takes.
For anyone who watches creators on their phones, the change is mostly behind the scenes. The people on screen stay the same. What changes is who negotiates on their behalf, and who sits across the table when the next deal is struck.
