Tyler Shuler is a 16-year-old manager and videographer from Columbia, SC. The city is not typically known for its creative scene, but Tyler feels as it is on the rise and really becoming a home for creatives.
Initially getting into video through his own YouTube ventures, eventually he was asked by a friend who was also an artist to shoot a music video for him. Tyler agreed and never looked back. On top of this, Shuler started managing his first of three creatives, redveil, right after the rapper released his song “soulfood.” The two have found massive success at such a young age, and they don’t seem to be stopping anytime soon.
Tyler also manages Mya Salina, who has a large following on YouTube and other social media platforms, along with his newest act Baby Santana, who is only 13 years old. It’s clear that Shuler has the eye and ear for talent. As his skills and knowledge grow through experience, Tyler expressed his drive to work on short films with his group Bossuer, which is comprised of his friends and brother. With a lot on his plate and more than enough time to accomplish this, Tyler Shuler is a name that is here to stay.
Hunter: How did you create your relationships with all the creatives you manage?
Tyler Shuler: "I'll start with redveil since that was the first person that I managed. It was back in 2016; I've known redveil for a while. It was through a mutual friend; Ka$hdami asked me if I knew how to make music videos, and I told him, “Not really, but I'll try it.” We did a trial run with the video, and the video came out amazing, so then he asked me if I wanted to be in him and redveil’s group hvmor—it's kind of our little collective—so I met him through that. We didn't work on a video until 2017, but the video that we worked on was an amazing video. We started talking every day and just connecting because we are six days apart in age; I'm older.
I basically call him my twin, and we're just like brothers. When “soulfood” started to go up, I was like, “Hey, do you want me to be your manager?” because I knew simple marketing strategies, some people in the industry that could give me connections. He said he was down, because he didn't have a manager at the time; “Soul Food” was kind of taking off, so he needed a manager. I kind of stepped up into that role, and we've just been working ever since. It's been hectic all over the place, but it's really good. I'm super proud of him. He's definitely put in the work, he definitely has the talent, and then the management team just kind of backed him up with whatever he felt comfortable with. I guess that's just how we kind of became a powerhouse, and he's performing very well.
I met Mya Salina this year, as well. It was a couple of months after I started managing redveil. I had always seen her on YouTube; she was a Fortnite and 2K YouTuber, and she always seemed super chill. I remember joining one of her Twitch streams, then I asked to edit one of her videos just because I wanted some client work. I did it, we connected, and she realized some of the connections that I had and some of the information that I knew. She hit me up and was like, “Hey, do you want to be my manager?” We've been working ever since and she's very motivated on her own, so I just kind of manage her with booking and anything that she needs guidance with.
Baby Santana, I just started managing him very recently, but we've already started getting stuff done. He's definitely one to watch for next year."
Hunter: What’s the difference between managing a YouTuber and managing musicians?
Tyler Shuler: "I feel like it's very different. The only reason I feel like I can manage Mya Salina is because I used to be a YouTuber and I know what it feels like in terms of how to grind, how to do certain things; I feel like that's why we connected. It's definitely very, very different. When it comes to redveil, it’s booking calls with A&Rs, talking to different people in the industry, having article interviews by hip-hop publications like Burbs. It's just very different, because they are two totally different careers—one is a musician, and you have to get ready to talk to him about the marketing plan, the album release plan, single release plan. But when talking to Mya, I'm like, “Hey, what do you want to do with this merch? Where do you want to take your channel?” So, that's the difference."
Hunter: Congrats on Niagara hitting one million streams. What did it feel like to accomplish that?