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ICM Partners and Primary Talent International join forces

The Deal Will Provide Primary Talent Clients with Full-Service Benefits of a Major Agency While Greatly Expanding ICM’s International Touring Business
The UK Based Music Agency Will Continue to Operate as Primary Talent International


ICM Partners and Primary Talent International, one of the leading independent music agencies in Europe, have joined forces.  The move greatly enhances ICM’s footprint and presence in the International Music Touring business, while offering Primary’s clients all the benefits of a major agency.  The announcement was made by ICM Partners CEO, Chris Silbermann and the agency’s Co-Head of Music, Rob Prinz, along with Primary Directors Peter Elliot, Matt Bates, Ben Winchester, Andy Woolliscroft and Peter Maloney.
 Primary Talent International will continue to operate under the Primary banner out of its existing offices in London, with no management or agent changes anticipated.  The existing Primary Board will continue to run the agency, working closely with Rob Prinz and the entire ICM Partners music division.
Celebrating its thirtieth anniversary this year Primary Talent is one of the leading live music booking agencies in the world. It has a roster of over 900 music clients including: alt-J, Catfish and the Bottlemen, Daft Punk, Dave, Dropkick Murphys, Justice, Lana del Rey, Noel Gallagher, Patti Smith, Phoenix, Stormzy', The 1975, The Cure, The Pussycat Dolls, Two Door Cinema Club.
Recent accolades for Primary Talent-represented artists include back-to-back Album Of The Year awards at The Brits for Dave following The 1975 in 2019, and Stormzy winning Best British Male this year, while Wolf Alice and Dave are the two most recent recipients of The Mercury Music Prize.
 Primary will now be aligned with ICM’s notable client list which includes; John Cena, Jeff Daniels, Ellen DeGeneres, Vince Gilligan, Samuel L. Jackson, Michael Keaton, Regina King, Spike Lee, Shonda Rhimes, Chris Rock, Jerry Seinfeld, Patrick Stewart, John Travolta and Christoph Waltz.  
The new partnership with Primary bolsters an already strong ICM Partners International touring business that includes such artists as;  Ari Lennox, Blackbear, Boyz II Men, Charlie Wilson, City Girls, Earthgang, Good Charlotte, J. Cole, Jon Bellion, Khalid, Limp Bizkit, Migos, Sinead O’Connor, $uicideboy$ and YBN Cordae.

Said Chris Silbermann, CEO ICM Partners
“We have great respect for Primary’s extraordinary artists, management team and agents and we enthusiastically welcome them all into our ICM Partners family. This deal greatly enhances our ability to serve our clients on a global scale, through added resources, support and even greater opportunities, which is our top priority.  Primary is well known for being fiercely independent, which we love about them.  We are honored that they believed we were the right partners to help take their clients and their agency to the next levels of success, while retaining their brand and management identity and philosophy.”     
Said Rob Prinz, ICM Partners Co-Head of Worldwide Concerts
“Primary has long been one of the premier independent music agencies in London, if not the world, that I’ve always admired.  After years of trying to find ways to work together, I’m very excited to now have that opportunity.  We think this is a great fit for all parties and look forward to begin exploring ways to expand our business together on behalf of our clients.”
Said Peter Elliot, Primary Talent
“Primary Talent is a creative and forward-looking company, with an unrivalled reputation for working closely with our artists to maximize their full potential. We're very proud of what Primary has achieved over the years and excited by what the partnership with the dynamic and progressive team at ICM will enable us all to do moving forward. Exciting times.”  
Said Matt Bates, Primary Talent
“We love the incredible artists we represent and the agency we have built with our client’s needs foremost in all we do.  It is in that spirit that we have joined forces with ICM Partners.  We have a shared client first philosophy that passionately represents fresh new voices we enthusiastically develop all the way to arena and stadium acts.  We will continue to see Primary prosper and grow, with now additional opportunity to offer our clients the scope and resources of a major agency if they choose to take advantage of it.”

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