Expanding US agency Paradigm has acquired a controlling stake in UK-based Coda Agency, which has been “fully integrated” into the company and rebranded.
The moves comes five years after the major international talent agency bought a 50 per cent stake in Coda.
Coda partners Alex Hardee, Tom Schroeder, James Whitting and Dave Hallybone will head up the operation, with Coda’s London office becoming Paradigm’s UK and European headquarters.
Hardee tells Audience that the merger follows Paradigm’s acquisition of an “increased percentage” of Coda, which was founded in 2002, and that the rebranding was a practical move.
“It makes much more sense to operate under one brand,” he says. “We have been working with Paradigm for five years and it can cause confusion when you are signing an act globally and have to explain why there are two company names involved.”
Paradigm’s roster of globally-represented artists includes Imagine Dragons, Janet Jackson, Billie Eilish, Tiësto and Shawn Mendes. With Coda’s roster included, Paradigm also has international representation outside North America for acts such as Ellie Goulding, Lewis Capaldi, Rag’n’Bone Man, Take That, Rita Ora, Mark Ronson, Bon Iver and FKA Twigs.
Paradigm head of global music Marty Diamond adds, “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.”
In April 2017, Paradigm agreed a joint venture with UK-based X-ray Touring, which represents more than 400 acts including Coldplay, Green Day and Pixies.
A Paradigm spokesperson says that joint venture will continue and there is no plan to rebrand X-ray Touring.