TikTok and Instagram star Eric Sedeno has signed with United Talent Agency for representation in all areas.

The Hollywood talent, entertainment, sports, and advisory company will help the former art director-turned digital creator and designer secure new opportunities across digital media, TV and other media platforms.

The UTA representation follows New York City-based Sedeno parlaying comic social media videos into a solid online following and collaboration with major brands like Amazon, Spotify, Meta, Uniqlo, Garnier, Parade, Tubi and The Ordinary. It also comes as UTA and other talent agencies more broadly look to adapt to the new world of media online launched by TikTok, Instagram and other popular social media platforms. On TikTok, where he has 1.2 million followers, Sedeno, also using the online persona @ricotaquito, in Dec. 2023 co-hosted the online video platforms In The Mix, a global music event that included performances by Niall Horan, Cardi B, Anitta, Charlie Puth and Peso Pluma.

Also that year, Sedeno co-founded the GLAAD Award-nominated podcast Gay Afraid to focus on LGBTQ+ issues. And on Instagram, Sedeno has nearly 540,000 followers for his comedic skits where he also plays varied wig-donning characters.

Sedeno is also the co-founder of Groove Gives, a 1970s-inspired fragrance and lifestyle company he launched with his brother, Adrian Sedeno. For every disco-themed candle sold, the company donates to charities, including meals for families facing food insecurity in the Sedenos hometown of Plano, Texas.

Into the future, UTA said Sedeno is setting his sights on expanding his presence across television, digital, and live, bringing his comedic voice to new platforms with the aim of fostering community and joy through storytelling.

Sedeno will continue to be represented by Sixteenth and Persona PR.