Independent Talent Group have been appointed creative commercial agency for immersive U.K. venue Outernet London.

The partnership will unite Independent’s substantial client list – which includes artists, filmmakers, creators, musicians and producers – with Outernet’s immersive capabilities.

The central London entertainment district offers wrap-around immersive digital screens which are among the largest and most advanced in the world and numerous live entertainment venues spanning its flagship Now Building, grassroots venue The Lower Third and upcoming UMusic Hotel Denmark Street, among others. Having launched in 2022 Outernet now attracts 120 million visitors annually.

“Outernet was created to challenge traditional entertainment and media boundaries, bringing together extraordinary technology, world-class spaces and experiences that genuinely connect with audiences,” said Outernet CEO Philip O’Ferrall. “Independent Talent Group’s deep relationships with leading creators, combined with their commercial expertise, will build an even more dynamic platform for artists and global brands.”

Private equity-backed Independent, which was founded in London in 1973, reps notable figures from actors and directors to musicians and sports stars. Its partnership with Outernet will encompass programming, original formats and brand partnerships with a specific focus on content, commercial partnerships and co-created IP.

This will include a live performance calendar as well as launches, premieres, podcast recordings and more thanks to Independent’s film, TV, music, comedy and sport relationships as well as branded entertainment, venue naming rights and other commercial deals. The two companies will also develop their own IP via a roster of cultural moments and recurring series.

Sally Long-Innes, Independent Talent Group CEO said: “Outernet offers something genuinely unique: talent, content, technology, live entertainment and brands within one connected estate. Our ambition is to build creative commercial partnerships that deliver far more than traditional sponsorship, and we see an incredible opportunity to develop original entertainment concepts and attract major global brand partners.”