THE FRNTAL has announced the growth of its dedicated Music and Sports divisions as part of a wider international development strategy led by founder Shery Lunardi.
The initiative responds to rising demand for highly personalised representation across music, athletics and entertainment, and builds on the agency’s recent global footprint expansion, including the launch of a Dubai headquarters alongside established bases in Los Angeles, London and Paris.
Known for integrating talent management with brand strategy, public relations and commercial partnerships, the agency is positioning the expanded divisions to deliver deeper, sector-specific expertise.
The strengthened teams will provide advanced support for musicians, athletes, performers and influencers, with an emphasis on long-term reputation building and sustainable visibility.
The divisional framework centres on three focus areas:
- Talent positioning: Defining clear public narratives, refining personal branding and guiding career pathways for creative and sporting professionals.
- Public relations: Implementing high-level communications strategies, including media outreach, editorial placement, crisis planning, multilingual storytelling and cross-border visibility.
- Brand partnerships: Developing authentic commercial relationships with global brands through endorsements, sponsorships, licensing agreements and collaborative campaigns.
“Our mission has always been to support clients with strategy and substance, architecting legacies rather than chasing headlines,” said Shery Lunardi, Founder and Director of THE FRNTAL. “As global demand rises for intentional representation at the intersection of music, sports, entertainment, and culture, this expansion allows us to deliver elevated impact.
We’re equipping our roster with specialized expertise, international networks, multilingual capabilities, and opportunities to thrive across borders, whether launching albums, securing major athletic endorsements, or building enduring influence.”
Key elements of the expansion include:
- Onboarding of specialized agents, PR strategists, and partnership experts with deep experience in music labels, professional sports, entertainment ecosystems, and premium brand campaigns.
- Enhanced capabilities for data-driven insights, influencer engagement, VIP access to global cultural events, cross-market media placements, and regional liaisons in key cultural capitals.
- New initiatives to support emerging talents through mentorship, content resources, exclusive networking, and tailored programs for growth in music and sports sectors.
THE FRNTAL maintains a selective client list across acting, modelling, music, business, sport and thought leadership, operating through a hybrid model that connects cultural presence with commercial outcomes.
The expanded divisions will strengthen services for current clients while opening opportunities for new talent seeking global, high-impact representation.
Enquiries can be directed to [email protected].
About THE FRNTAL
Founded by Shery Lunardi, THE FRNTAL is a global celebrity and talent management agency and creative public relations firm specializing in strategic representation, brand development, and legacy-building for high-profile individuals and brands in entertainment, music, sports, creative arts, and beyond. Services include celebrity and talent management, public relations and editorial media strategy, brand building and strategic partnerships, influencer and VIP access networking, publicity campaign development, and entertainment/business consulting.
Headquartered in London, Los Angeles, Paris, and Dubai, THE FRNTAL operates with a global network of media and industry partners to deliver bespoke, intentional strategies across borders.