Monday, February 10, 2020

Paradigm makes strategic investment in UK sync company Pitch & Sync | Music Business Worldwide


At the end of January, Paradigm CEO Sam Gores sent an internal email to the talent agency’s staff to let them know that the company is not for sale.

That note was issued in response to an LA Times report suggesting that talent agency CAA was considering an acquisition bid for Paradigm.

Today, we learn that Paradigm is investing rather than selling, in addition to expanding into the sync world, via a strategic investment in UK sync and sound branding agency, Pitch & Sync.

Pitch & Sync will continue to operate under the Pitch & Sync name but will integrate its business operations into Paradigm and work closely with Paradigm’s in-house Brand Partnerships team led by Commercial Director Debbie Ward.

Founded by principals Alex Lavery and Simon Robinson (pictured), London-based Pitch & Sync specializes in finding, creating and curating sound and music for consumer brands and other content creators.

The firm additionally operates in Berlin and Amsterdam and its clients include global brands such as Nike, Intel and Heineken.

According to the release announcing the news, Pitch & Sync’s knowledge of the emerging artist network also provides new A&R opportunities for Paradigm.

Pitch & Sync’s Lavery and Robinson first met at the record label Wall of Sound where they worked with artists such as the Propellerheads, Royksopp, The Bees and Les Rythmes Digitales/Stuart Price.

The duo formed Pitch & Sync in 2006. Its first major deal was connecting brand client Motorola with rising electronic star Nathan Fake.


The deal further expands Paradigm’s music representation practice in the UK after taking a majority interest in Coda Agency in 2019 following a five-year partnership, which is now known as Paradigm Agency Ltd.

Paradigm is also in partnership with X-ray Touring, and has a strategic relationship with Independent Talent Group, a European talent and literary agency.

Paradigm Agency Ltd. currently represents over 1,000 music artists.

Paradigm’s roster of globally-represented music artists includes Halsey, Shawn Mendes, Imagine Dragons, Janet Jackson, Billie Eilish, Gucci Mane, Kacey Musgraves, Liam Gallagher, Sia, Normani, Tiësto and Zedd.

The agency also handles international 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.


“They’re leaders in their field and we’re excited about what Pitch & Sync can achieve in tandem with our wider Paradigm Brand Partnerships business.”

James Whitting, Paradigm 

Paradigm London Partner James Whitting, said: “We’re thrilled to be in business with Alex, Simon and the whole Pitch & Sync team. We’ve been collaborating for many years now and this seemed like the next natural step.

“They’re leaders in their field and we’re excited about what Pitch & Sync can achieve in tandem with our wider Paradigm Brand Partnerships business.”

“We are thrilled to have this new association with Paradigm, whose leadership in live music and powerful relationships with management will allow us to operate further upstream, grow our team and enhance our capabilities.”

Alex Lavery, Pitch & Sync

Pitch & Sync co-principal and co-founder Alex Lavery, added: “We are thrilled to have this new association with Paradigm, whose leadership in live music and powerful relationships with management will allow us to operate further upstream, grow our team and enhance our capabilities.

“This is a game changer for us and what are able to do for our clients.”

“We realized at one point that 50% of our business involved Paradigm clients, which wasn’t by design, but certainly showed how aligned our sensibilities are.”

Simon Robinson, Pitch & Sync

Co-principal and co-founder Simon Robinson, added: “We realized at one point that 50% of our business involved Paradigm clients, which wasn’t by design, but certainly showed how aligned our sensibilities are.

“We now have the best of both worlds, closer access and insight into Paradigm’s incredible line up of artists but also the independence to adapt and commission music from all sources on behalf of our clients.”

 Music Business Worldwide

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