Mike Cronin
#100,447 Most Popular
About
Talent manager and A&R who co-founded SOON, a creator management company, record label and production imprint.
Before fame
He first became known for his Apple-related YouTube videos. In 2016, he began working for Apple. He graduated from Rutgers University with a bachelor's degree in Business Management in 2020, the same year he co-founded SOON. SOON started as an apparel brand running numbered seasonal drops, and later expanded into music, creator management and production.
Trivia
He led SOON's campaigns for the PepsiCo soft drink Starry, including the Cranberry Blizz rollout in 2024 and an ambassadorship in 2025. He executive produces and directs SOON's music and film output, carrying projects from A&R and songwriting + filmmaking through recording, music video and release. He built the company's in-house production operation so its creators and artists can seamlessly go from concept to finished project.
Family life
He manages his cousin Evan Cronin, known online as OkCron.
Associated with
He is known for working on Travis Scott's social media initiatives. He also oversees the careers of collaborative creators John Casterline, Michael Storen, and bucketjosh.
