London, UK. April 2025 – THE FRNTAL has announced a strategic expansion into new global markets, responding to increasing demand for narrative-focused brand leadership and elite representation. 

To fuel this global growth, the agency is strategically expanding into key markets, establishing a new headquarters in Dubai alongside its established offices in Los Angeles and London, and offering elite, story-driven representation for high-profile talent and brands. Known for its work with high-profile individuals across entertainment, business, and culture, THE FRNTAL is positioning itself as a premier global partner for celebrities, creators, and corporate entities navigating visibility and legacy.

The expansion is rooted in THE FRNTAL’s distinct approach to representation, blending high-level talent management with culturally relevant branding strategies and curated public relations. Since its inception, the agency has served an elite roster of actors, musicians, entrepreneurs, and thought leaders. Now, with increased global demand and a shifting cultural landscape, THE FRNTAL’s team is scaling its services to deliver even greater impact across borders.

“Our mission has always been to support our clients with strategy and substance,” said Shery Lunardi, Founder and Director. “This expansion marks an important milestone in our ability to serve talent and brands on a global scale, with the same individualized, intentional approach that defines everything we do at THE FRNTAL.

Global Expansion Backed by Elevated Service Model

THE FRNTAL’s expanded operations will introduce a new slate of service enhancements designed for clients requiring next-level access and brand control in international markets. These enhancements include international brand partnerships, multilingual campaign development, cross-market media placements, and VIP access to global cultural events. The expansion also includes the onboarding of regional liaisons and strategic consultants in key cultural capitals to better serve clients in US, Asia, Europe, and the Middle East.

The agency’s service model remains rooted in six primary areas:

This framework enables the agency to offer bespoke strategies tailored to clients’ public personas, while ensuring they remain aligned with evolving media narratives and brand standards.

A Hybrid Approach to Fame and Business

Under Shery Lunardi’s leadership, THE FRNTAL has pioneered a hybrid model that merges public relations, business strategy, and reputation management. Unlike traditional agencies, the firm’s offerings are built around the idea that fame, brand equity, and business success are deeply interconnected.

Clients of THE FRNTAL benefit from a tailored approach to visibility—where reputation is protected, brand voice is carefully shaped, and exposure is driven by story and intention. The firm operates discreetly behind some of the industry’s most impactful personal brands, orchestrating campaigns, negotiating partnerships, and building narratives that endure beyond media cycles.

“Visibility is not enough in today’s climate,” Lunardi said. “The real value lies in positioning. Who you are, how you show up, and how you’re remembered matters more now than ever.”

Aligning Celebrity with Culture

With global media shifting rapidly and influencer saturation challenging audience trust, THE FRNTAL focuses on aligning celebrity with culture. The agency’s campaigns are designed to do more than increase impressions—they’re meant to build meaningful identity across media, business, and lifestyle ecosystems.

By maintaining relationships with global editors, industry leaders, event producers, and brand executives, THE FRNTAL places its clients at the right intersections—on red carpets, magazine covers, and strategic brand collaborations. Through calculated exposure and narrative refinement, the agency ensures clients build not only fame, but influence that lasts.

Industry Momentum and Future Outlook

As part of its ongoing growth, THE FRNTAL will introduce private client divisions focusing on discreet advisory services for ultra-high-net-worth individuals, legacy-building for family brands, and thought leadership development for executives transitioning into public-facing roles. This initiative supports the agency’s belief that visibility should serve a greater purpose: to advance business, personal values, and cultural legacy.

The firm’s continued innovation has earned recognition within the entertainment, fashion, and business spheres. THE FRNTAL’s growing influence has positioned it as an essential partner for clients navigating both personal evolution and public relevance.

With new offices and team integrations across multiple regions, Shery Lunardi’s vision remains clear. “We’re building something that extends beyond campaigns or headlines,” she said. “We’re creating architecture for influence—custom-built for every individual or brand we represent.”

ENDS

NEW YORK, NY, USA. October 17th, 2024 – Having worked at the highest levels of classical music and opera artist management on the international stage for over 40 years, Intermusica is delighted to announce the launch of its new US-based subsidiary, Intermusica Inc. which will trade as Intermusica New York.

Situated on Columbus Circle, in close proximity to New York’s premier cultural centers, Intermusica New York aims to enhance the company’s presence across North America and foster closer relationships with US and Canadian artists, ensembles, and venues.

As part of this expansion, Intermusica New York has integrated the New York-based boutique agency Wittenberg Artists, whose founder, Martin Wittenberg, will lead the growth of the new company as its Director, reporting to Intermusica’s Founder and Chief Executive, Stephen Lumsden and Joint Head of Artist Management, Aimee Chow, with additional strategic guidance from Intermusica’s Non-Executive Chair, Deborah Borda. Also joining the company will be Associate Artist Manager, Rachel Feldhaus.

Announcing the launch from the Intermusica New York offices, Stephen Lumsden said: “The North American market continues to be of great importance to Intermusica, and we see a tremendous opportunity to expand upon our success in growing international careers in the US and Canada with a new permanent base in New York.

“While we have had a strong presence in North America for many years, this new venture, headed up by Martin Wittenberg, will be invaluable to us in extending and deepening our relationships with promoters across the continent, sharing on-the-ground knowledge, and discovering and supporting the greatest of talents on both sides of the Atlantic, working closely with leading orchestras, opera houses, concert halls, festivals and creative partners generally.”

The New York team will work closely with the parent company to maintain a cohesive global strategy, tailoring their offer to the unique needs of the North American market, and exploring opportunities for creative partnerships across the Atlantic in both directions.  

Watch Stephen Lumsden, Martin Wittenberg and Aimee Chow speak further about the vision for Intermusica New York on YouTube.

ENDS