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EXCLUSIVE: UK agency InterTalent, which reps the likes of Joan Collins, Amber Gill and Susanna Reid, is diversifying with the launch of a ventures outfit that will focus on talent brands.
Inspired by the success of the likes of KSI and Logan Paul’s PRIME and Mr Beast’s Feastables, Project 30 Ventures will back talent looking to launch their own consumer products.
InterTalent has teamed with its Chosen Music agency on Project 30 and the outfit will be led by consumer expert Melanie Goldsmith along with InterTalent/Chosen Music bosses Jonathan Shalit, Alex Segal and Alistair Goldsmith.
Following the “enormous success of similar ventures in the U.S.,” Project 30 said it will “take talent-driven ideas from concept to successful market launches.”
The agency flagged KSI and Paul’s PRIME drinks brand as a key exemplar alongside the likes of Rochelle Humes’ My Little Coco and Casyo “Krept” Johnson’s ventures. It pointed to research that found the UK creator economy is expected to soar to £500B ($643B) in 2027.
Melanie Goldsmith will look after the day-to-day and Project 30 will dip into the 43-person InterTalent and Chosen Music staff base, who work from the Soho HQ.
InterTalent said it is happy to work with talent outside of its roster. On InterTalent’s books are the likes of Love Island stars Maura Higgins and Gill, Traitors winner Harry Clark and iconic actor Collins, who is currently playing Wallis Simpson in a biopic.
“Project 30 Ventures is more than just another player in the market; it represents a seismic shift in how brands will be built, powered by the unique vision and influence of exceptional talent,” said a statement from the new outfit. “As the landscape evolves, P30V stands ready to redefine the future of consumer products, ensuring that both talent and brands thrive in this dynamic environment.”
InterTalent has been building out lately, most recently hiring an events boss and digital chief.
