The veteran agent, known for his lengthy tenures with Helter Skelter in London and WME in New York, is the latest hire for a firm "in growth mode"
Sign up for IQ Index
The latest industry news to your inbox.
Sugden's roster, which includes Anderson Paak & The Free Nationals, T-Pain, Noname, Mick Jenkins and Mac Ayres will move with her
By IQ on 14 Jul 2021
Beckie Sugden has joined ICM Partners/Primary Talent International as a concerts agent in the company’s London offices.
Sugden moves to ICM/Primary from X-ray Touring, which she joined in 2014.
Over the last seven years, she has built a roster including Anderson Paak & The Free Nationals, Russ, Noname, Mick Jenkins, T-Pain, Ghostemane, Mac Ayres, Soulection, Joe Kay and more, which will move with her to ICM/Primary.
“Beckie is an agent whose reputation in the industry precedes her,” says Matt Bates, managing director, Primary Talent International and ICM Partners head of International/Europe, who announced the news today. “She has an exciting and diverse roster and we are excited to welcome her into the ICM/Primary family.”
“Beckie is an agent whose reputation in the industry precedes her”
Sugden added: “I am absolutely thrilled to be joining the team at ICM/Primary, bringing my 15 years of experience to an already stellar international team. As we all begin to rebuild from the ashes of the pandemic there feels like no better time to join such a progressive, representative and forward-thinking company.
“I’m extremely proud to represent some of the most exceptional and groundbreaking artists around and I look forward to continuing our work together utilising the incredible breadth of resources ICM has to offer as artists’ careers become more multi-dimensional than ever.”
Prior to X-ray Touring, Sugden spent five years at The Agency Group (UTA), and she worked at WME before that. She began her career in live music from her bedroom as founder of her own agency, Mixedtape.
The recruitment of Sugden follows the appointment of Sally Dunstone earlier this year.
Primary Talent International joined forces with ICM Partners in March of 2020 and Matt Bates was named head of international/Europe of the combined entities in February 2021.
Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.