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Coda forms strategic partnership with ITG

Coda, whose roster includes Take That, London Grammar and Sia, has announced a joint venture – and multimillion-pound investment fund – with London-based ITG

By IQ on 31 Jan 2017

London Grammar perform at Irving Plaza, New York

London Grammar are represented by Coda's Alex Hardee

image © DeShaun Craddock

Coda Agency has formed a joint venture with London-based Independent Talent Group (ITG), one of Europe’s leading film and literary agencies.

The deal, which Coda partner agent Alex Hardee tells IQ has been two years in the making, will “enable broad cross-platform access across their respective rosters and [incorporate] capabilities in brand partnerships and licensing, digital and corporate events”, according to a joint statement from the two agencies.

ITG’s client base encompasses actors, directors, writers, producers, models, presenters, comedians and casting directors, while the company incorporates entertainment and fashion marketing firm ITB Worldwide, corporate entertainment arm ITG Corporate and voiceover agency Advoice.

Also based in London, Coda is one of Europe’s fastest-growing music agencies, currently employing 19 agents. Its live roster includes Take That, The xx, Disclosure, London Grammar, Tiësto, The Prodigy, Sia and Brits critics’ choice winner Rag’n’Bone Man.

Formed in 2002, the agency has shown robust growth over recent years, adding several high profile agents to its ranks including Cris Hearn, who joined from Primary Talent in April 2014; Solomon Parker, who moved from WME Entertainment in August 2015; and, most recently, Natasha Bent, who joined from UTA in November 2016.

The JV enables “broad cross-platform access across the agencies respective rosters and incorporates capabilities in brand partnerships and licensing, digital and corporate events”

Beverly Hills-based Paradigm Talent Agency bought a 50% stake in Coda in January 2014, enabling the two agencies to pool their expertise and resources on a global basis. Paradigm had announced a strategic joint partnership with leading EDM agency AM Only two years prior, while Windish Agency was added to the fold in July 2014.

Of Paradigm’s three ‘strategic partners’, Coda was the only not rebrand as Paradigm earlier this month.

The joint venture with ITG gives Coda the opportunity to offer non-music services to its roster of clients, in a similar vein as agency giants CAA and WME Entertainment. ITG’s client list includes actors Daniel Craig, Colin Firth and Claire Foy, director Danny Boyle and writer-comedian Steve Coogan.

The new Coda-ITG alliance has also announced the launch of a fund – believed to be millions of pounds – to invest in “innovative and future-facing live projects in Europe”. Further details will be announced in the coming months.


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