What constitutes as celebritydom and internet fame has radically changed over the last few years thanks to social media. Now, one of the leading people in charge of fostering internet stars on Twitter has left. Darren Lachtman, who co-founded the New York start-up Niche, connected popular personalities on social media to brands. The company was later acquired by Twitter for $30 million and together, stars created sponsored content on Twitter and Vine (the latter of which has since ceased in 2016). Lachtman's departure was first reported by Recode. He announced his departure over (what else) Twitter, and said that Nick Millman and Kristen Lachtman will be the current heads of Niche US. Twitter didn't immediately respond for a request to comment.
Darren Lachtman, the co-founder of Twitter-owned marketing and branding agency Niche, has left the company. Lachtman had been influential in bringing together popular personalities and brands via social media. Nick Millman, a director of global content partnerships at Twitter, will lead Niche's global operations, while Niche's current head of content strategy, Kristen Lachtman, will head Niche's US business. Niche was acquired by Twitter for $30m in 2016.