Echo Lake Entertainment, the management and production company behind major talent representation across film, television, and digital media, has restructured its management division with two key personnel moves. The firm hired Tanayri Novoa from CAA as a manager working out of its Beverly Hills headquarters, while promoting Shiva Kaya from coordinator to manager at its New York office.
Novoa brings experience from the Creative Artists Agency, where she worked in representation before making the jump to Echo Lake. Her role focuses on digital client representation, high-impact brand deals, and strategic brand partnerships. This hire reflects Echo Lake's broader push to expand its influence in the growing digital creator economy and branded content space.
Kaya's promotion from coordinator represents the company's investment in developing talent from within its ranks. Based in New York, Kaya moves into a full management role overseeing client representation and deal-making.
These changes signal Echo Lake's continued growth during a period of consolidation across the entertainment management landscape. The company has positioned itself as a powerhouse in handling both traditional entertainment talent and digital creators seeking sophisticated representation. By emphasizing brand partnerships and digital strategy, Echo Lake competes with larger agencies like CAA, UTA, and WME while maintaining a more agile structure.
The dual announcement reflects industry trends. Management firms increasingly bifurcate their focus between legacy entertainment clients and emerging digital talent. Echo Lake's emphasis on "high-impact brand deals" indicates the company sees lucrative opportunities in influencer partnerships, sponsored content, and brand collaborations.
Novoa's departure from CAA to a boutique management firm represents a broader pattern of experienced agents moving to smaller operations where they can take more direct client ownership and potentially build stronger relationships.