THE FRNTAL Expands Music and Sports Divisions to Enhance Talent Positioning, Public Relations, and Brand Partnerships

THE FRNTAL, a premier global celebrity and talent management agency founded by Shery Lunardi, is proud to announce the expansion of its Music and Sports Divisions. This move comes in response to the increasing global demand for story-driven, personalized representation within music, sports, and crossover entertainment. The expansion follows THE FRNTAL’s recent global growth, including the opening of a new headquarters in Dubai, joining established offices in Los Angeles, London, and Paris.

A Strategic Response to Growing Demand

THE FRNTAL has long been known for combining high-level talent management with culturally relevant branding, public relations, and strategic partnerships. The newly enhanced Music and Sports Divisions will provide specialized, next-level support for musicians, athletes, entertainers, and influencers, all while focusing on legacy-building in some of the world’s most competitive industries.

Shery Lunardi, Founder and Director of THE FRNTAL, shared, “Our mission has always been to support clients with strategy and substance, architecting legacies rather than chasing headlines. With the rising global demand for intentional representation at the intersection of music, sports, entertainment, and culture, this expansion allows us to provide elevated impact. We’re equipping our roster with specialized expertise, international networks, multilingual capabilities, and opportunities to thrive across borders.”

Core Pillars of the Expanded Divisions

The newly expanded Music and Sports Divisions emphasize three core pillars, designed to empower talent across various industries:

1. Talent Positioning: This includes the development of personalized strategies to shape public personas, refine images, and guide career trajectories. It’s about creating long-lasting and authentic brand identities for artists, athletes, and hybrid talents, positioning them for success in their respective fields.

2. Public Relations (PR): With the help of a sophisticated PR strategy, THE FRNTAL offers services such as editorial placements, crisis management, reputation refinement, digital amplification, multilingual campaigns, and cross-market media placements. The goal is to maintain narrative control, sustain relevance, and enhance visibility on a global scale.

3. Brand Partnerships: THE FRNTAL curates high-value endorsements, sponsorships, collaborations, and licensing deals with top global brands. These partnerships are designed to align with clients’ values, career trajectories, and cultural impact, ensuring that every collaboration is authentic and mutually beneficial.

Expanding the Team to Deliver Elevated Impact

As part of this expansion, THE FRNTAL is onboarding specialized agents, PR strategists, and partnership experts who bring a wealth of experience from the music, sports, and entertainment ecosystems. With a global network of partners and a deep understanding of premium brand campaigns, these new experts will provide invaluable support to both existing and emerging clients.

Additionally, the agency is investing in enhanced capabilities such as data-driven insights, influencer engagement strategies, VIP access to global cultural events, and cross-market media placements. Regional liaisons in key cultural capitals will also help ensure that clients have access to the most influential networks worldwide.

Supporting Emerging Talents

THE FRNTAL’s expansion also includes new initiatives to support emerging talents in both music and sports. The agency will offer mentorship programs, content resources, and exclusive networking opportunities to help rising stars navigate their careers, build their personal brands, and achieve long-term success in these highly competitive industries.

A Tailored Approach for High-Profile Clients

Serving an elite roster of high-profile clients, including actors, models, musicians, athletes, thought leaders, and creators, THE FRNTAL offers a hybrid model that integrates talent management, brand equity, and business success. The agency’s strategy ensures that each client receives a bespoke, intentional approach to navigating the ever-evolving entertainment landscape.

“This expansion allows us to further support our current clients while welcoming new talents seeking discreet, high-impact representation,” said Lunardi. “We believe in building long-term legacies for our clients, and we’re excited to offer the resources and global reach to help them thrive.”

Global Reach and Local Expertise

With a growing international footprint, THE FRNTAL continues to set the standard for global representation. The new Dubai headquarters further strengthens its presence in the Middle East, complementing established offices in Los Angeles, London, and Paris. This global network of media and industry partners allows THE FRNTAL to deliver bespoke strategies that transcend borders, ensuring that clients thrive in both local and global markets.

For Media Inquiries, Talent Representation, or Brand Partnerships:

• THE FRNTAL

• Email: info@thefrntal.com

• Website: www.thefrntal.com

• LinkedIn: THE FRNTAL LinkedIn

• Instagram: @thefrntalpr

About THE FRNTAL

Founded by Shery Lunardi, THE FRNTAL is a global talent management agency and creative public relations firm specializing in strategic representation, brand development, and legacy-building for high-profile individuals and brands across entertainment, music, sports, and the creative arts. The agency offers a range of services, including talent management, public relations, editorial media strategy, brand building, strategic partnerships, influencer and VIP access, publicity campaigns, and entertainment/business consulting.

With offices in London, Los Angeles, Paris, and Dubai, THE FRNTAL operates with an expansive network of media and industry partners to provide intentional, cross-border strategies for its clients.