London talent agency plans for £16m turnover after US expansion

Sharron Elkabas

Sharron Elkabas

A London-based music and talent booking agency with an extensive roster that includes singer and presenter Alesha Dixon, Culture Club frontman Boy George, US rap icon Fatman Scoop and former Love Island star Jamie Jewitt is set to double its annual turnover in just five years following the opening of a US office.

Launched in 1995, MN2S books music artists and DJs, connecting celebrity talent with brands and providing dedicated PR and social media services to a broad range of clients across the entertainment industry and beyond. Its artists have appeared in more than 120 countries to date, performing at venues, events, clubs and festivals across the globe.

In early 2018 MN2S consulted International Trade Advisers (ITAs) at the Department for International Trade (DIT) about potential opportunities for international expansion. The US was identified as a key target market and within eight months MN2S had opened an office in Miami. The Miami outpost is now playing an integral role in the expansion of their business into the South American market.

The business has taken $2m (£1.6m) in bookings since September – more than double its projected seven-month target.

MN2S now forecasts its annual turnover in the US will reach $20m (£16m)within the first five years of operating in the country.

Speaking about the agency’s success in the US, MN2S director Sharron Elkabas said: “We’ve been based exclusively in London for almost 25 years, but we’ve been doing business globally since the very beginning. The assistance provided by DIT saved us both money and time in opening our first overseas office. The advisers were able to provide local knowledge on crucial topics like payment terms and business culture.

“We’ve found that being from London has given us an edge in the US. American artists are more likely to join our roster knowing that we have an extensive network of connections in the UK, and vice versa with UK artists wanting to break into the US market.”

Parveen Thornhill, Head of London Region at DIT, said: “MN2S has a business model that is versatile and easily adapted to suit the US market. Sharron and the team ensured that the US demand was there before launching and made the most of the contacts we gave them.”