A surprising number of executives with indie pedigree are repping viral stars.

In a curious case of symbiosis, indie rock managers are taking on viral stars that, chances are, have never picked up a guitar. Among them: YouTube feline phenom-turned-bonafide brand Grumpy Cat, who is repped by Ben Lashes, a former A&R executive and member of alt-rock band The Lashes; Instagram sensation Marnie the Dog, who is managed by We Are Free (Beach House, Chairlift); and comedian The Fat Jew (real name: Josh Ostrovsky), whose career is handled by ex-Warner Music staffer and artist manager Alexander Ferzan with consulting from Diplo manager Kevin Kusatsu.

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