Independent Talent Group has been appointed creative commercial agency for Outernet London, bringing the talent company’s roster of artists, filmmakers, creators, musicians and producers together with the venue’s immersive spaces and technology.
The central London entertainment district features large wraparound digital screens and several live entertainment venues, including the Now Building and grassroots venue The Lower Third. The upcoming UMusic Hotel Denmark Street is also part of its estate. Since launching in 2022, Outernet has attracted 120 million visitors annually.
The collaboration will cover programming, original formats and brand partnerships, with a focus on content, commercial deals and jointly created intellectual property. Plans include live performances, launches, premieres and podcast recordings, alongside branded entertainment and venue naming rights. The companies also intend to develop original projects, including cultural events and recurring series.
Outernet CEO Philip O’Ferrall said the partnership would combine Independent’s relationships with creators and commercial expertise with the venue’s technology and spaces. Independent Talent Group CEO Sally Long-Innes said the companies aim to create partnerships beyond traditional sponsorship and develop original entertainment concepts for global brands.
Founded in London in 1973, Independent represents talent across acting, directing, music and sport.
Sources: Variety.