Seth Kallen founded This Side Up Management, a boutique artist management and event curator, while studying at NYU's Clive Davis Institute of Recorded Music. Kallen represents a diverse roster of clients such as Jukebox the Ghost (Cherrytree / Interscope), X Ambassadors (Interscope / Kid In a Korner), Savoir Adore (Nettwerk), Panama Wedding (Glassnote), and Great Good Fine Ok (Sony). Kallen joined MCT Management in 2010, but after 3 years left to relaunch This Side Up independently in 2013. As of January 2014, Kallen has teamed up with like minded manager Josh Roth to form the new company This Fiction Management. This Fiction prides itself on working closely with some of the best talent in the world, artists that have defined their own paths and created a place for themselves to thrive in today's ever changing music landscape.