Unit9 targets the music industry with the launch of an agency


Production studio Unit9 is targeting the music industry with the launch of an agency offering full-service creative and technology partnerships.

Nicknamed Fndm (pronounced fandom), the new venture will deliver creative ideas, metaverse strategy, IP extension, games, virtual and hybrid interactive experiences, and brand partnerships.

Designed to meet evolving content needs and powered by Unit9, Fndm’s client roster includes Island Records, Polydor, Universal Music, Virgin Music and Warners. He will work with artists such as Digga D, D-Block Europe, The Stickmen Project and U2.

Luke Williams, Director of The Stickmen Project, said: “We are currently on an incredibly exciting journey with Fndm, embarking on a totally unique activation for The Stickmen Project that fuses social platforms with immersive interactive content to create the first superstar DJs of the metaverse era.

“Fndm’s full-service approach and clever blend of technology and creativity is exactly what the industry needs to launch artists and their work into our physical and virtual worlds with impact and cohesion.”

Fndm will be based in the London offices of Unit9 and currently has two permanent members. It will be led by creative director, Tom Bailey, who co-founded content company Able in 2012 and left in 2017. He went on to create creative company and content label Format Atelier. Charlotte Favre joins Bailey from the Parisian production company Bandits.

Bailey will report to Unit9 chief executive Rosh Singh, the duo forming Fndm’s leadership team.

Although a standalone business within the Unit9 roster, Fndm will leverage existing Unit9 talent and work with a range of freelancers. Beyond this launch phase, Fndm will seek to bring in culturally-minded, music-obsessed creative and technical talent to join the team.

Bailey said, “Fndm is launched to fill a gap in the market, where culturally connected industries need one-stop innovation on a near-daily basis in response to ever-changing technology and platform opportunities, such as than the metaverse.

“As the world settles into extended realities, the relentless ingenuity of artists will guide us into a future rich with discovery and experience. Fndm will be there to help these artists build adventures in an ultra-convincing way. It is Fndm’s obligation as a creator and expert in technology to guide and inspire this brave new culture.”

Singh added, “By merging Tom’s incredible background in the music business with Unit9’s 25-year heritage of creating some of the most innovative work for brands, Fndm creates a totally unique offering in the music and entertainment industry.

“In-depth cultural and industry knowledge combined with world-class technologists and creatives, all backed by global production powerhouse Unit9, Fndm offers artists and labels the perfect solution to understand, plan and activate on all platforms; past, present and future.”


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