Paradigm has made a strategic investment in UK sync and sound branding agency Pitch & Sync.
Founded by Alex Lavery (pictured, left) and Simon Robinson (right), the London-based boutique firm specialises in sourcing, creating and curating sound and music for consumer brands and other content creators. The firm also operates in Berlin and Amsterdam.
Pitch & Sync will continue to operate under its agency name, but will integrate its business operations into Paradigm and work closely with its in-house brand partnerships team led by commercial director Debbie Ward.
The deal – spearheaded by Paradigm’s UK leadership team – further expands Paradigm’s music representation practice in the UK. The company took a majority interest in Coda Agency in July 2019, following a five-year partnership.
According to a statement, the Pitch & Sync deal “broadens Paradigm’s global offering in an important sector”.
As well as complementing the work of Paradigm’s in-house brand partnerships and corporate departments, the company intends to create new A&R opportunities using Pitch & Sync’s knowledge of the emerging artist network.
Pitch & Sync’s clients include Nike, Intel and Heineken. It has specialised in adapted music from indie and established music artists, as well as partnering with songwriters to create sound design and bespoke music for brands and platforms.
The agency has also “predicated its business model on commissioning work to ensure that budgets flow back to artists in support of their original work”, according to a Paradigm statement.
“We’re thrilled to be in business with Alex, Simon and the whole Pitch & Sync team,” said Paradigm London partner James Whitting. “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,” said Pitch & Sync co-principal and co-founder Alex Lavery. “This is a game changer for us and what we are able to do for our clients.”
This is a game changer for us and what we are able to do for our clients
“We realised at one point that 50% of our business involved Paradigm clients, which wasn’t by design, but certainly showed how aligned our sensibilities are,” added co-principal and co-founder Simon Robinson. “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.”
Pitch & Sync founders 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, connecting brand client Motorola with rising electronic star Nathan Fake, was an early example of a brand using adapted music.
Pitch & Sync represents the latest partnership for Paradigm, whose international music practice has been built through relationships with leading UK music agencies. As well as acquiring Coda, Paradigm is also in partnership with X-ray Touring and has a strategic relationship with Independent Talent Group.
Paradigm's roster of globally represented artists includes Halsey, Shawn Mendes, Imagine Dragons, Janet Jackson, Billie Eilish, Gucci Mane, Kacey Musgraves, Liam Gallagher, Sia, Normani, Tiesto 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.