There’s no way around it, Cadence Talent has emerged as the hottest agency for cutting-edge creators and global brands. Wielding a reach of 150 million people, and racking up 45 global talents over three continents — Cadence Talent hasn’t come to play. Led by the unstoppable Ben Pawson, Cadence Talent has quickly become the go-to agency for top-tier talent around the world. After being made redundant due to Covid, Pawson wrestled his way out of redundancy and into the influencer market, building a Tik Tok empire with his global agency – Cadence Talent. In just two years, Cadence Talent has grown to manage 45 worldwide TikTokers with an average following of 3 million and a reach of 150 million.
Cadence Talent has racked up an impressive host of collaborators – with some of the biggest names in the industry. The likes of Universal Music, Dior, Prada, Louboutin, Nike, Charlotte Tilbury and Givenchy Beauty have joined forces with the agency. And their impact on the industry doesn’t stop there – Cadence Talent has even been known to dictate the Spotify charts with their sound promotions.
But what sets Cadence Talent apart from other agencies is their commitment to diversity and inclusion. They work with cosplayers, fashion supermodels, LGBTQ creators, people of colour, and individuals with disabilities. And perhaps most satisfyingly of all, they take pride in transforming bedroom creators who once lived with their parents into VIP talent, earning hundreds of thousands of dollars per year – and walking down red carpets around the world.
Having built Cadence Talent from the ground up, it’s clear that its spearhead Ben Pawson is a force to be reckoned with. So much so, that we spoke to Pawson, and picked his brains. From the sprouting of the agency, to the fuel behind his success – we dig deep.
Head below to read our interview…
Talk us through the story of how Cadence formed?
I got furloughed during the pandemic. Being out of work and locked down gives you a lot of time to be looking at TikTok. The idea sprung from that.
How did you spot the gap in the market?
The world seemed to be full of incredibly creative people broadcasting from their bedrooms. I got interested and spoke to friends in the industry. Through this it became clear how badly undervalued these creators were, so I thought I could help and make it more fair for them.
What was it about the TikTok and the social media industry that first grabbed your attention?
It’s just totally engaging. For creators it felt far more liberating for them to express themselves and as a user myself I was hooked on how energetic it was. The opportunity to make brilliant things and express who you are is pretty much unparalleled right now.
What is the ethos of Cadence?
I love the job and working with our creators, so I make sure we work in a hands-on way and are always available. We’re inspired by a huge range of diverse talent, so we’re open to anyone, doing anything, from any part of the world, as long as it inspires us. This could include a creator applying make-up with no arms or legs to another creator making fermented butter videos. We want to have a small roster, so we can do the best job possible, help them work with the widest possible range of partners possible. We’re loving working with and learning from all different types of brands and companies. From sex toy endorsements to long term beauty conglomerates deals to LVMH partnerships, our client base is extremely eclectic.
How do you spot the talents?
We all love TikTok and are inspired by what we find in our daily scrolling. The talent we work with comes from that.
You’ve got an incredibly eclectic roster, why is it important to you to promote diversity within the community?
TikTok is the voice of a new generation who see things without boundaries and are embracing of all people. The platform allows each person to express themselves freely. We want to be a part of that, making sure everyone has the right to their own voice, to share that with others and to make a living from it.
With the industry constantly evolving, how do you stay ahead and stay relevant?
Our creators and our clients keep us evolving. Our creators are pioneers across different platforms, always using them in different ways. Our clients are brands at the cutting edge of their fields. By just being present with them both we naturally evolve at a rapid rate!
What has influenced your ambition for success?
My brother Caius who runs a successful independent record label called Young. He acted as my mentor while setting up the agency, and I could pull on his management skills as he looks after music artists, therefore offering invaluable advice. Over lock down he pushed me to hire a business coach that kept me motivated over such a strange and isolating period.
What’s been your most prudent success story to date?
We’ve enjoyed great success in helping our creators transition from off screen into IRL moments. From ‘bedroom’ creators to walking the red carpet, attending fashion month, award ceremonies etc.
What have you got to be excited about this year?
We’re working with two models who are taking us into new spaces in high fashion. We are in talks with some of the best in luxury goods for 2023 activations. Personally, I’m really looking forward to attending VidCon in LA and Copenhagen Fashion week.
What are the long-term plans for the company?
Hire internally and then expand the creator roster, focussing on luxury and beauty. The world faces challenging times with a melting pot of issues, especially climate change. I would love to harness the incredible global reach of the creators under management to push these great causes.
Lastly, why do you do what you do?
I am addicted to the feeling of bringing my clients opportunity and paid partnerships. We work on 40-50 deals & 10 events a week therefore this feeling is constant. Not sure the consistent dopamine hit is healthy but cannot complain. The satisfaction of seeing the creators grow and transform into global talent. I love the hustle of this world. The job is very social and involves being out most evenings, introducing brand clients and creators.
