Echo Lake Entertainment, the management and production company, has bolstered its roster with two promotions at the management division. Tanayri Novoa joins as a new manager from CAA, operating out of the Beverly Hills headquarters, while Shiva Kaya steps up from coordinator to manager at the New York office.
Novoa brings agency experience from CAA, where she likely built relationships across the entertainment ecosystem. Her focus centers on digital client representation, high-impact brand deals, and strategic brand partnerships. These skill sets align with how modern management firms operate. Talent management has shifted dramatically toward monetizing digital platforms and securing lucrative endorsement opportunities alongside traditional acting and directing work.
Kaya's promotion from coordinator reflects the company's internal development strategy. The coordinator-to-manager pipeline remains standard practice at boutique management firms, rewarding staffers who demonstrate client instincts and deal-making capability. Kaya's New York base positions Echo Lake to maintain stronger East Coast operations as production continues decentralizing from Los Angeles.
Echo Lake Entertainment has positioned itself as a mid-tier management powerhouse in recent years, focusing on film, television, and digital creators. The company's emphasis on brand partnerships and digital representation reflects broader industry trends. Talent managers now function as business strategists, identifying revenue streams beyond traditional on-screen work. Podcast deals, TikTok partnerships, NFT ventures, and sponsored content generate substantial income for clients.
Both hires strengthen Echo Lake's capacity to serve existing clients while expanding acquisition potential. Novoa's agency background provides intel on untapped talent CAA may not be aggressively pursuing. Kaya's promotion signals continuity and retention of institutional knowledge. These moves occur as boutique management companies compete fiercely for emerging talent amid consolidation pressures from larger conglomerates.
The company now operates with deeper bench strength across both coasts,