Agency for the Performing Arts (APA) and Artist Group International (AGI) have announced their merger to form a new full-service talent firm called Independent Artist Group (IAG). The aim of this merger is to compete against major agencies such as CAA and WME in the representation space.
Jim Osborne, the current president of APA, will become the CEO of IAG, while Dennis Arfa, founder and CEO of AGI, will serve as chairman of the music division. The merger was facilitated by Yucaipa Entertainment, owned by billionaire Ron Burkle, who acquired AGI in 2012 and has been financing APA since 2020. The board of IAG will consist of Osborne, Arfa, and former longtime APA CEO Jim Gosnell, who will focus on vertical growth opportunities for the company.
This merger marks a significant turnaround for Jim Osborne, who started as an assistant to legendary talent agent Ed Limato at ICM and had a promising career as an agent in the early 2000s. However, his success was derailed by abrupt departures from ICM and Paradigm. Osborne joined APA in 2011 and steadily rose through the ranks, eventually becoming head of talent in 2018 and president of the agency in 2020. Under his leadership, APA experienced significant growth in agents and clients, positioning itself as the fourth agency in the Hollywood representation ecosystem.
The introduction of Osborne to Arfa by Ron Burkle led to discussions and the eventual merger between APA and AGI. Arfa was impressed by Osborne’s work with music crossover clients like Mary J. Blige and Curtis “50 Cent” Jackson, which led to AGI sharing clients like Billy Joel and Billy Corgan of Smashing Pumpkins with APA. Both parties saw an opportunity to grow and compete with the larger agencies in the industry.
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Jim Osborne expressed excitement about the partnership, stating that AGI’s reputation and artist roster made them a perfect fit for APA. He highlighted the new partnership as a major step that elevates IAG within the agency landscape and emphasized that they are not done yet. Dennis Arfa also expressed enthusiasm about the merger, stating that it was a natural next step in their evolution and in the best interests of their artists.
AGI brings a roster of established and emerging acts to IAG, including Billy Joel, Metallica, Def Leppard, Rod Stewart, Motley Crue, Linkin Park, Jane’s Addiction, Darryl Hall & John Oates, Norah Jones, Neil Young, The Strokes, Smashing Pumpkins, Ghost, Elvis Costello, Cage The Elephant, and Five Finger Death Punch. Marsh Vlasic, president of AGI, will serve as vice-chair of the IAG Music Division, and other senior agents and staff from AGI will also join IAG.
The merger between APA and AGI comes at a time when music touring has become a profitable and sought-after asset in the post-pandemic era, with consistent revenue streams. This trend is evident in WME’s recent acquisition of Red 11 Music, a Nashville-based boutique agency representing artists such as Shooter Jennings, Muscadine Bloodline, and Turnpike Troubadours.
It is worth noting that the APA-AGI merger followed APA’s departure from several music agents, including Bruce Solar, the former head of music. This restructuring indicates a strategic move by APA to realign its resources and strengthen its position in the representation space.
In summary, the merger between APA and AGI to form Independent Artist Group (IAG) represents a significant development in the talent representation industry. Under the leadership of CEO Jim Osborne and Chairman Dennis Arfa, IAG aims to compete with major agencies like CAA and WME and expand its reach in the industry. With a roster of established and emerging acts, IAG is poised to make an impact in the music and entertainment space.
