Coda Agency has merged into US giant Paradigm following a five-year partnership.
Coda partners Alex Hardee, Tom Schroeder, James Whitting and Dave Hallybone will continue to lead the London office under the Paradigm name. Paradigm first acquired a stake in Coda in early 2014.
Prior to becoming one agency, Paradigm and Coda shared more than 500 clients. Coda established the sports agency Coda Independent Sports last year.
"We have achieved the impossible: we found some Americans that we actually get along with," joked Hardee.
Schroeder said: "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's roster of globally-represented music artists includes Halsey, Imagine Dragons, Janet Jackson, Billie Eilish, Kacey Musgraves, Tiësto, Liam Gallagher, Missy Elliott, Shawn Mendes, Sia, Normani, Zedd, Kenny Chesney, Jess Glynne, Above & Beyond, Machine Gun Kelly, Disclosure, Years & Years, Charli XCX, Estate of Johnny Cash, Bastille and Louis Tomlinson.
With Coda's roster merging into Paradigm's, the agency now 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.
We look forward to the next chapter as one global company
Sam Gores
Paradigm
"Coda and Paradigm have had tremendous success throughout our five-year partnership, creating opportunities and building enduring careers for a roster of exceptional talent," said Sam Gores, Paradigm chairman and CEO. "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."
Earlier this month, Coda announced an exclusive UK partnership with AI-driven talent discovery business Instrumental, which will provide the agent team groundbreaking data and insights into the world of developing musical talent. The initiative will continue as part of Paradigm.
The strategic relationship formed between Coda and Independent Talent Group in 2017 will also continue under the leadership of the Paradigm London office.
"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," said Marty Diamond, Paradigm's head of global music. "Now as one company, we will continue to leverage our integrated approach in everything we do."
See this week's magazine and stay tuned to musicweek.com throughout the week for exclusive interviews with Diamond and the Coda partners.
