The creator of a community for Hollywood assistants co-founded the startup loyd

According to Warner Bailey, people in the entertainment industry spend their days putting out fires. Meanwhile they update the same piece of information in five different places. Bailey has been saying for ten years that the industry can work better. Now he has turned that into a company. Together with two co-founders he launched the software loyd. The founders present it as a workspace for the global entertainment industry and the creator economy.

From Instagram memes to software

Bailey started in the mailroom at the WME agency. In 2018, with colleagues from WME, he founded the Instagram account Assistants vs. Agents (AvA). The account shared memes about power relations in Hollywood and gradually grew into a media brand with a community of people starting out in the industry. “I built AvA because I believed the people powering the entertainment industry behind the scenes deserved greater access and opportunity,” wrote Bailey in the announcement. According to him, the startup loyd builds on that effort. It is meant to give people behind the scenes tools to turn relationships, knowledge and ambition into career growth. It thus targets the same people AvA creates content for.

A human as the manual link between systems

The founders promise that loyd will bring scheduling, deal tracking and coordination between teams together in one place. The software targets work in which a person today has to manually connect systems that do not talk to each other. “With the invention of email, the mailroom went from moving physical mail to moving information across databases and casting grids. Because systems don't talk to each other, the individual is responsible for being the manual link between them,” the company’s chief technology officer Ryan McCaffrey told The Hollywood Reporter. According to him, the tool is meant to help with the part of the job that grows with the volume of work. “We're building Loyd to help with the parts of the job that scale with volume rather than judgment, so entertainment professionals no longer need to be the switchboard stuck between the disparate systems, but can instead focus on the work that actually builds their careers,” McCaffrey added.

Founders from WME, UTA and Robinhood

Behind the startup are three people who, according to Bailey, know the same problems from different sides. CEO Vince Morales started in the mailroom at the UTA agency. He later worked in the agency’s film and music departments and finally settled in its venture capital fund and studio. McCaffrey previously developed technology at Robinhood, at the financial AI company Hebbia and most recently at Warner Music Group. Bailey serves as the company’s president. According to Morales, loyd already works with reputable agencies, music labels and media houses. “Today, Loyd works with some of the most respected agencies, labels, and media companies in the global entertainment industry,” said Morales. Clients trust the company, he says, because the founders know the industry from the inside, have experienced the same problems and understand the technology. “Loyd is built by the industry, for the industry, and backed by it,” he added. The company did not disclose the names of specific partners or the amount of funding at launch.

More than a third of surveyed assistants have been in the same position for four years or longer

Hollywood is coping with a wave of mergers and upheaval across the industry. According to The Hollywood Reporter, layoffs, shifting priorities and constant reorganisations hit assistants, coordinators and other early-career people in particular. They take on more work and have a smaller chance of promotion. Surveys that AvA conducted in 2025 and 2026 among a thousand assistants show that 62% of them consider starting a career as an assistant less valuable than it was ten years ago, and 35% have been in their current position for four years or longer. Bailey defines his project in opposition to big tech companies. “Big tech wants to replace you. We want to empower you,” he wrote.

The startup loyd is another example of a trend that we have been following at Creator’s Hub for a long time. Around creators, and around the people who make content behind the scenes, there is a growing number of tools and companies meant to raise the value of their work. Bailey started with an audience and content. Now he is adding software for the companies where his audience works. He closed his announcement with the line “Hollywood isn't dead, it just needed loyd”.