THE FRNTAL has broadened its Music and Sports divisions to meet growing international demand for personalised talent representation across creative and sporting fields.
The initiative forms part of the agency’s wider global expansion under founder Shery Lunardi, including the launch of a Dubai headquarters alongside offices in Los Angeles, London and Paris.
The agency is known for integrating talent management with branding, communications and strategic commercial partnerships that reflect cultural relevance and long-term value.
Through the expanded divisions, THE FRNTAL will deliver specialist support to musicians, athletes, entertainers and influencers, focusing on reputation building and career sustainability.
The enhanced framework is built on three strategic pillars:
- Talent positioning: Shaping clear public personas, developing narrative direction and guiding career progression.
- Public relations: Implementing advanced media strategies, editorial placement, crisis planning, digital visibility and multilingual communications across global markets.
- Brand partnerships: Curating high-value endorsement and collaboration opportunities with brands aligned to each client’s identity and influence.
“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 continues to represent a selective roster of clients across entertainment, business, fashion and sport, operating through a model that links visibility, brand equity and commercial success.
The expanded divisions strengthen the agency’s offering for existing clients while opening new opportunities for talent seeking strategic, globally connected representation.
Further information and enquiries are available at Info@thefrntal.com.
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.
