Independent Talent Group has been appointed creative commercial agency for Outernet London, Variety reports. The partnership links the agency's roster of performers and creators with the central London district's immersive screens and live-entertainment spaces.
What the partners intend to develop
The agreement covers programming, original formats, content, brand relationships and jointly created intellectual property. Proposed activity includes live performances, launches, premieres and podcast recordings, drawing on Independent's connections across film, television, music, comedy and sport.
Branded entertainment and venue naming rights are also within the commercial scope.
Independent chief executive Sally Long-Innes framed the ambition as going beyond traditional sponsorship. Outernet chief executive Philip O'Ferrall said the agency's creative relationships could strengthen its platform.
O'Ferrall said Outernet was built to connect technology, spaces and audience experiences, with Independent's creative relationships intended to develop that combination further.
The spaces and network involved
Outernet launched in 2022. The district includes the Now Building and The Lower Third, with UMusic Hotel Denmark Street identified as forthcoming. Independent was founded in London in 1973 and represents talent across several entertainment disciplines.
Independent's roster spans actors, directors, creators, musicians and producers. The partners plan to use those relationships to build content for the district's wrap-around digital screens and performance venues. Their next work also includes original intellectual property built around cultural moments and recurring series, linking programming with the commercial remit just announced.