The Century City-based giant acquired the U.K music agency when it closed its megadeal for ICM, but is now parting ways.
Primary Talent had been run as an indie agency until it was snapped up by ICM with an eye toward bolstering ICM’s international touring business. That deal was unveiled right as the pandemic disrupted the touring industry, which is finally starting to recover.
Under ICM ownership the past three years, the London-based Primary Talent, led by CEO Matt Bates, operated under its own banner and had kept its own operations and website. The agency kept running independently even after CAA’s leaders, Bryan Lourd, Richard Lovett and Kevin Huvane, closed its deal for ICM after going through a monthslong antitrust regulatory review by the Department of Justice.
Bates will keep leading Primary Talent in its new era and ICM founding partner Rick Levy will serve as senior advisor. The firm won’t take on any outside financing as it sets a new course. As part of the move, agents Laetitia Descouens, Sally Dunstone, Martje Kremers and Ed Sellers will be elevated to partner at the indie firm, which will have 35 employees at launch. Ben Winchester will be joining the board of Primary and former ICM agent Simon Clarkson, who led electronic music representation at the agency, will be moving to the indie firm.
“The pandemic changed the landscape of the music touring business, and we felt it was beneficial to return to our roots as the UK’s largest independent music talent agency,” stated CEO Bates. “In this new incarnation, Primary will be even better positioned to support the evolving careers of our artists and guide them wherever needed.”
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