Booking agency Primary Talent International is an independent business once again following a buyout led by CEO Matt Bates.
Primary Talent was acquired by rival agency ICM Partners in 2020, which was in turn bought by CAA in a deal that was announced in 2021 and completed last year. More recently, Bates worked with former ICM founding partner and COO Rick Levy to move Primary Talent back into independent ownership.
The all-new Primary Talent agency will be run by Bates as CEO and Managing Partner, with Levy continuing to advise the business as a board member.
Veteran agent Ben Winchester will also sit on the board, while other Primary Talent agents Laetitia Descouens, Sally Dunstone, Martje Kremers and Ed Sellers all become Partners of the revamped agency. LA-based Simon Clarkson will also work with the company.
Says Bates: “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”.
“Adding to the strength and experience of the original Primary agent team”, he adds, “we are excited to bring aboard the next generation of talented agents to join as founding partners. In this new incarnation, Primary will be even better positioned to support the evolving careers of our artists and guide them wherever needed”.
