Reign Maker Group, a collection of brand, media, marketing, and talent agencies, has launched Kernel Management, a new management firm focused on tech creators, in partnership with YouTuber Tim Ruscica. The firm will match tech creators with brand sponsors, help them build businesses outside YouTube, and connect them with one another through monthly meet-ups.

Ruscica, a self-described self-taught developer who started coding at age 12, has been signed as an equity partner and will mentor clients at Kernel Management. He posts two to three tech tutorials a week to his roughly 2 million YouTube subscribers. Ruscica will work alongside Jonathan Chanti, CEO and co-founder of Reign Maker Group, while Damian Skocylas, president of Reign Maker Talent, will oversee company operations.

Chanti said the firm is targeting tech creators with at least 70,000 YouTube subscribers and expects to sign 30 to 100 clients this year. "We need more engineers using their influence to work with these brands, and these brands also need really credible people," Chanti said.

The launch comes as AI companies including OpenAI, Anthropic, and Microsoft are seeking help to market their products and services. Ruscica said his inbound requests from brands have doubled in the past six months, and he has been offered $40,000 for a single video and more than $1 million for a long-term deal. "The amount of money being pumped into this space is just insane," Ruscica said.

Avi Gandhi, founder of Creator Access Network, pointed to the capital flowing into AI. "Every AI company has raised an infinite amount of dollars, and they're trying to find customers. So, if you're a voice in the space, then you can capture some of that," Gandhi said.

Vibe coding, where non-technical users employ AI tools to write code, is expanding the audience for tech tutorials. CoreWeave increased its marketing spending by 700% in 2025 to $144 million.

Kernel Management enters a space that already includes agencies such as The Drive Agency, whose roster features tech creators like Jean Kang and Mariana Antaya, and Creator Authority, which works with B2B influencers in tech and other categories. Category-specific talent agencies are common in Hollywood but newer in the creator economy. Chanti is also considering future expansion into other creator categories, including basketball and finance.