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WME signs digital stars LadBaby

Mark and Roxanne Hoyle, aka LadBaby, are the latest additions to the agency's digital roster

By IQ on 25 Oct 2019

LadBaby have more than 4m Facebook followers

The Hoyles and their children

WME has signed digital stars LadBaby, aka husband-and-wife team Mark and Roxanne Hoyle, whose cover of Starship’s ’We Built This City’ beat Ariana Grande to last year’s UK Christmas number one.

The Hoyles have also signed to Joe Sugg and Caspar Lee’s WME-backed management company, Margravine Management. The trio will “work to build out the family’s platform across licensing, merchandise, literary and live, as well as their original content programming”, according to the agency.

To date, LadBaby have nearly four million followers on Facebook, and are the most successful creators on the platform’s Fan Subscriptions service. In total, they have an audience of nearly 6m across all platforms.

In 2018 LadBaby beat Ariana Grande and Ava Max to win the UK’s Christmas No1 spot with their parody of ‘We Built This City’ (which changed the lyrics to “… on sausage rolls”), released in aid of foodbank charity the Trussell Trust.

Other WME-repped digital stars include Sugg, Jake Paul and Sean ‘Jacksepticeye’ McLoughlin.


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