THE FRNTAL, the international talent management company founded by Shery Lunardi, has unveiled the expansion of its Music and Sports divisions to meet growing demand for narrative-led representation across creative and athletic sectors.
The development follows the agency’s continued global growth, including the establishment of a new headquarters in Dubai alongside its offices in Los Angeles, London and Paris.
The firm has built its reputation on aligning talent management with culturally informed branding, communications strategy and commercial collaboration.
With the enlarged divisions, the agency will offer targeted, high-level services to musicians, athletes, entertainers and digital creators, supporting long-term career building in highly visible and competitive markets.
The expanded model is structured around three core functions:
- Talent positioning: Shaping authentic public identities, strengthening visual and narrative direction, and supporting strategic career planning.
- Public relations: Delivering integrated communications programmes covering media placement, reputation management, crisis response, digital strategy, multilingual campaigns and international exposure.
- Brand partnerships: Creating value-driven commercial relationships through endorsements, sponsorships, licensing and collaborative brand initiatives.
“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 is also introducing structured support for emerging talent, including mentorship, creative resources, private networking and tailored development programmes within music and sport.
The agency represents a curated portfolio of clients across film, fashion, music, entrepreneurship, sport and digital media, operating through an integrated model that links public profile with business growth.
This expansion deepens the agency’s support for its existing roster while welcoming new clients seeking globally connected, strategically focused representation.
For further information or enquiries, contact [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.