London’s CODA Agency Fully Merges Into Paradigm

The new dream team
– The new dream team
CODA partners Alex Hardee, Tom Schroeder, James Whitting and Dave Hallybone and Paradigm’s Sam Gores, Marty Diamond and Greg Bestick

Paradigm today announced that it has fully integrated London-based CODA agency after a five-year long partnership, resulting in CODA Agency officially taking the name of Paradigm.
“We have achieved the impossible: we found some Americans that we actually get along with,” joked Alex Hardee, one of CODA’s directors.
Financial terms of the deal were not disclosed. Paradigm first bought a 50% stake in CODA back in 2014. Since then, Paradigm and CODA have been sharing more than 500 clients.
The now fully integrated Paradigm will focus on “artist development and long-term career building,” as well as further amplifying “a shared philosophy of putting artists and the art they create at the center of their business,” according to the announcement.
CODA partners Alex Hardee, Tom Schroeder, James Whitting and Dave Hallybone will continue to lead the London office, now under the Paradigm banner, with an emphasis on core values, which it describes as “intelligent and attentive client service, artist-centric and globally-focused representation, nimble response to an evolving industry, work/life balance and gender equality.”
Bon Iver live on stage at All Points East 2019
All Points East
– Bon Iver live on stage at All Points East 2019
Paradigm now represents the band internationally outside North America

With CODA’s roster merging into Paradigm’s, the agency now also handles international representation outside North America for Bon Iver, Ellie Goulding, FKA twigs, Lewis Capaldi, Liam Payne, Mark Ronson, Pusha T, Rag’n’Bone Man, Rita Ora, Robyn and Take That
Since joining forces in 2014, CODA has been building its corporate events and brand partnership departments, and also established the sports agency CODA Independent Sports last year.
“CODA and Paradigm have had tremendous success throughout our five-year partnership, creating opportunities and building enduring careers for a roster of exceptional talent,” said Sam Gores, Paradigm chairman and CEO. “We look forward to the next chapter as one global company, driven by agents who share an unwavering focus on the artists we represent and the art they create.”
“The success of Paradigm’s partnership with CODA has shown there are no longer borders in the global music industry — or within our two companies,” said Marty Diamond, Paradigm’s head of global music. “Now as one company, we will continue to leverage our integrated approach in everything we do.”
CODA partner Tom Schroeder added, “We are A&R leaders, building creative plans for our clients in an industry that is in a constant state of change. Merging with Paradigm enables us to evolve and challenge a very dynamic marketplace. With this larger Paradigm platform, we can span the globe without losing our personality, ambition, individualism and innovative approach.”
Earlier this month, CODA announced a U.K. partnership with Instrumental, an AI-driven talent discovery business that will provide the agent team with data and insights into the world of developing musical talent. The initiative will continue as part of Paradigm. 
Separately, the strategic relationship previously formed between CODA and Independent Talent Group will continue under the leadership of the London partners.
Some of CODA’s recent initiatives include the the Equalising Music Pledge aiming to achieve gender balance in the music industry, as well as the launch of an environmentally friendly Green Artist Rider.
The move continues the ongoing consolidation of the live business. It follows recent talks about a potential merger between Paradigm and UTA, which fell through in the end.
Several high-profile agents have been leaving UTA for CODA in the past months and years, including Geoff Meall in 2018 and Natasha Bent in 2016.  Should Paradigm and UTA pick up talks again, these agents could be reunited with their old colleagues.