THE FRNTAL Scales Music and Sport Talent Services to Support Global Growth

THE FRNTAL has announced a significant expansion of its specialist Music and Sports divisions as part of its continuing international development strategy.

Founded by Shery Lunardi, the agency has recently extended its global footprint with a new headquarters in Dubai, complementing its established presence in Los Angeles, London and Paris. The latest move responds to rising demand for bespoke, story-led representation across music, athletics and entertainment.

The company has built a reputation for combining talent management with brand strategy, communications expertise and commercial partnerships that reflect cultural relevance.

The strengthened divisions will provide tailored support for musicians, athletes, performers and digital personalities, with an emphasis on long-term positioning and sustained visibility.

The structure of the expanded offering focuses on three key areas:

• Talent positioning: Creating authentic public identities, refining personal narratives and guiding career development across competitive industries.
• Public relations: Delivering comprehensive media strategies, editorial placements, reputation management, crisis communications, digital amplification and multilingual campaigns.
• Brand partnerships: Developing meaningful collaborations with global brands through endorsements, sponsorships and licensing opportunities aligned with each client’s values and trajectory.

“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 represents a carefully selected portfolio of high-profile clients across multiple sectors, operating through a model that connects public profile with commercial and cultural impact.

The expansion enhances services for current clients while welcoming new talent seeking discreet, globally connected 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.