Independent Talent Group to Rep Outernet London in Commercial Push

Independent Talent Group has been appointed creative commercial agency for Outernet London, the immersive entertainment district that attracts 120 million visitors annually. The deal, announced exclusively, pairs one of London's oldest talent agencies with a venue complex that opened in 2022 and now ranks among the city's biggest footfall draws.

What does the partnership actually cover? Three things: programming, original formats and brand partnerships — with a stated focus on content, commercial deals and co-created IP (intellectual property the two companies would develop and own together).

On the content side, expect a live performance calendar alongside launches, premieres and podcast recordings, drawing on Independent's relationships across film, TV, music, comedy and sport. On the commercial side, the scope runs to branded entertainment, venue naming rights and other deals. The two companies also plan to build their own IP through what they call a roster of cultural moments and recurring series.

Why Outernet wants an agency involved

Outernet London is a central London entertainment district built around wrap-around immersive digital screens — among the largest and most advanced in the world. Its venues include:

• The Now Building, the flagship immersive space
• The Lower Third, a grassroots live music venue
• UMusic Hotel Denmark Street, an upcoming hotel and entertainment property

Philip O'Ferrall, CEO of Outernet, framed the deal as a way to scale what the venue already does. "Outernet was created to challenge traditional entertainment and media boundaries, bringing together extraordinary technology, world-class spaces and experiences that genuinely connect with audiences," O'Ferrall said. "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."

What Independent brings to the table

Independent Talent Group was founded in London in 1973 and is private equity-backed. Its client roster spans artists, filmmakers, creators, musicians and producers, along with actors, directors and sports stars. The new role effectively turns that roster into a programming engine for Outernet's spaces.

Sally Long-Innes, CEO of Independent Talent Group, said the venue's integrated setup is what makes the opportunity unusual. "Outernet offers something genuinely unique: talent, content, technology, live entertainment and brands within one connected estate," Long-Innes said. "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."

What this changes for the immersive-venue market

The appointment signals how large-scale immersive venues are courting revenue beyond ticket sales and screen time. By handing commercial strategy to a talent agency, Outernet is betting that artist-driven content — live shows, premieres, recurring series — plus naming rights and brand partnerships can outperform conventional sponsorship models.

For creators on Independent's books, it opens a ready-made London platform with enormous built-in audiences. For brands, it offers a single estate where content, live entertainment and technology already sit together. The first test will be the joint programming slate, which the companies say will take shape through launches, premieres and the recurring formats now in development.