Select Management Group, the talent firm built on representing digital creators, has promoted Paul Luckenbaugh to Head of Theatrical Talent, marking a significant pivot toward traditional film and television representation.
Luckenbaugh's elevation reflects Select's strategic reversal of the typical agency playbook. While established firms like CAA, UTA, and WME traditionally dominated theatrical representation before expanding into the creator economy, Select has built its foundation representing digital talent and online personalities. The company now moves deliberately into Hollywood's traditional pillars of film and television.
This structural shift acknowledges a maturing reality in entertainment: creator economy talent increasingly wants theatrical opportunities. Digital stars like Charli D'Amelio, Addison Rae, and others have transitioned to film and prestige television projects. Select's move to formalize theatrical representation under dedicated leadership addresses this demand from within its existing roster while positioning the firm to recruit established actors seeking creator-friendly representation.
The newly created role signals Select's confidence in the theatrical market's relevance to its business model. Rather than treating film and TV as secondary to digital talent management, Select now gives theatrical operations equivalent organizational weight. Luckenbaugh, with his track record managing talent across entertainment verticals, assumes responsibility for building out this division.
For the talent management landscape, Select's evolution matters. The firm competes directly with traditional powerhouses but operates from a different cultural foundation. Its creators-first approach attracts talent frustrated with legacy agency hierarchies. By strengthening theatrical representation, Select keeps existing talent from defecting to traditional agencies while capturing digital stars ready for mainstream opportunities.
The promotion also reflects post-2023 strikes reality. Agents face new landscape dynamics around creator representation, union jurisdiction, and emerging talent pathways. Select's expansion into theatrical with dedicated leadership acknowledges these structural changes while leveraging its distinct position as the intermediary between creator economy and traditional entertainment.