London’s Coda Agency rebrands as Paradigm

After five years as partners, London’s Coda Agency has formally merged into its Los Angeles-based parent company, Paradigm Talent Agency, becoming Paradigm London, the companies announced this morning (22 July).

Coda partners Alex Hardee, Tom Schroeder, James Whitting and Dave Hallybone will continue to lead the London office, now under the Paradigm banner.

Prior to becoming one agency, Paradigm and Coda hared more than 500 clients. Paradigm’s roster of globally represented artists includes Halsey, Imagine Dragons, Janet Jackson, Billie Eilish, Kacey Musgraves, Tiësto, Liam Gallagher, Missy Elliott, Shawn Mendes, Sia, Kenny Chesney, Jess Glynne, Charli XCX, Bastille and Sturgill Simpson.

With Coda’s roster merging into Paradigm’s, the agency also handles representation outside North America for Bon Iver, Ellie Goulding, FKA Twigs, Lewis Capaldi, Liam Payne, Mark Ronson, Pusha T, Rag’n’Bone Man, Rita Ora, Robyn and Take That.

Paradigm first acquired a stake in Coda in early 2014, when the companies joined forces to pool their expertise and resources globally.

“The success of Paradigm’s partnership with Coda has shown there are no longer borders in the global music industry”

Coda’s partnerships with Independent Talent Group, the London film/literary agency, and AI data start-up Instrumental will continue as part of Paradigm (the former under the leadership of the London office), as will initiatives such as the Equalising Music Pledge, which aims to achieve greater gender balance in the industry, and the environmentally friendly Green Artist Rider, launched at ILMC in March.

Coda’s transformation into Paradigm comes two years after a similar rebranding exercise in the US, when AM Only’s Paul Morris and the Windish Agency’s Tom Windish formally folded their respective agencies into Paradigm.

Paradigm also has a strategic partnership with X-ray Touring, who are equal partners in a London-based joint venture.

Commenting on Coda’s rebrand, Sam Gores, Paradigm Talent Agency’s chairman and CEO, says: “Coda and Paradigm have had tremendous success throughout our five-year partnership, creating opportunities and building enduring careers for a roster of exceptional talent.

“We look forward to the next chapter as one global company, driven by agents who share an unwavering focus on the artists we represent and the art they create.”

“We look forward to the next chapter as one global company”

“We have achieved the impossible: we found some Americans that we actually get along with,” jokes outspoken Coda partner Alex Hardee. Fellow partner Tom Schroeder adds: “We are A&R leaders, building creative plans for our clients in an industry that is in a constant state of change.

“Merging with Paradigm enables us to evolve and challenge a very dynamic marketplace. With this larger Paradigm platform, we can span the globe without losing our personality, ambition, individualism and innovative approach.”

Paradigm was recently linked with a takeover by LA rival United Talent Agency (UTA), which could have involved integrating Coda and X-ray, then both operating independently, into UTA London. However, Gores later revealed he turned down a “historic” offer from UTA for Paradigm, saying the agency had more power as an independent.

“The success of Paradigm’s partnership with Coda has shown there are no longer borders in the global music industry – or within our two companies,” comments Marty Diamond, Paradigm’s head of global music. “Now, as one company, we will continue to leverage our integrated approach in everything we do.”

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