Weeks after partnering with Oak View Group to take over Canadian Music Week, Loft Entertainment has entered into another strategic partnership to expand its reach.
The Toronto-based music company is joining forces with One Twenty Eight, a talent booking and cause marketing agency focused on connecting artists and influencers with social causes. The company has worked with a variety of companies and celebrities, including Natalie Portman, Seth Rogen and Evan Goldberg, Canadian artist Mustafa and Selena Gomez’s Rare Impact Fund Benefit.
It just fits. One of Loft’s first initiatives was Artists for Feel Out Loud, a Canadian benefit song for Kids Help Phone, co-produced by Loft co-founder and former head of Universal Music Canada and Bell Media Randy Lennox. Kids Help Phone is also a client of one twenty eight, and both companies have also worked with innovation festival Elevate. Loft and one twenty eight both launched in the last three years, but the working relationships of the people involved go back decades.
“Relationships are an integral part of our business and trusted access is key to ensuring exceptional results,” says Loft co-founder and partner Jeffrey Latimer.
“We are in a business of impact and this partnership with Loft Entertainment will only multiply our efforts,” agrees David Johnson, founder of one twenty eight. “Loft Entertainment’s team of experts will help one twenty eight elevate our offering by expanding our creative and content capabilities.”
Johnson co-founded one twenty eight in 2021 with Cameron Kennedy, who left the company the following year to join Canada’s leading rights management organization SOCAN. Loft Entertainment also works with Paquin Entertainment Group, Canada’s Walk of Fame and film and television studio Pinewood, among others. The company – which has represented artists as diverse as Tom Cochrane, The Tenors and Dreams – spans the world of music and entertainment, uniquely combining production, management and events.
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