Weeks after partnering with Oak View Group to acquire Canadian Music Week, Loft Entertainment has entered into another strategic partnership to expand its reach.
The Toronto-based music label is joining forces with one twenty eight, a talent booking and marketing “influencer agency” focused on connecting artists and influencers with social causes. The agency 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's a natural fit. 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 Randy Lennox, former head of Universal Music Canada and Bell Media. Kids Help Phone is also a client of Twenty Eight, and the two companies have also partnered 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 essential part of our business and reliable access is key to ensuring great results,” says the Loft co-founder and partner. Geoffrey Latimer.
“We're in the business of impact and this collaboration with Loft Entertainment is only going to multiply our efforts,” agrees the one twenty eight founder David Johnson. “Loft Entertainment's team of experts will help a twenty-eight upgrade our offerings with a deeper expansion in creative and content.”
Johnson co-founded one twenty eight in 2021 with Cameron Kennedy, who left the following year to join Canada's premier rights management organization SOCAN. Loft Entertainment also works with Paquin Entertainment Group, Canada's Walk of Fame and Pinewood Film and Television Studios, among others. The company – which handles artists as diverse as Tom Cochrane, The Tenors and Rêve – straddles the worlds of music and entertainment, uniquely combining production, management and events.
