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Few weeks later cooperate with Oak View Group to acquire Canadian Music Week, Loft Entertainment has entered into other strategic partnerships to expand its reach.

The Toronto-based music company collaborates with one twenty-eight, a talent booking and cause marketing “impact agency” focused on connecting artists and influencers with social causes. The agency has worked with businesses and celebrities including Natalie Portman, Seth Rogen and Evan Goldberg, Canadian artist Mustafa and Selena Gomez’s Rare Impact Fund Benefit.

It was a natural choice. One of Loft’s first initiatives was Artists for Feel Out Loud, a Canadian charity song for Kids Help Phone, co-produced by one of Loft’s founders. Randy Lennox, former executive of Universal Music Canada and Bell Media. Kids Help Phone is also a One Twenty Eight client, and the two companies also collaborate with the Elevate innovation festival. Loft and One Twenty Eight were launched within the last three years, but the working relationships of those involved go back decades.

“Relationships are a critical part of our business and having reliable access is essential to ensuring exceptional results,” said the Loft co-founder and partner. Jeffrey Latimer.

“We are in an impact business and this partnership with Loft Entertainment will multiply our efforts,” said the co-founder of twenty-eight. David Johnson. “Loft Entertainment’s team of experts will help One Twenty Eight augment its offering with deeper expansion into creation and content.”

Johnson co-founded One Twenty Eight in 2021 with Cameron Kennedy, who left the following year to join SOCAN, Canada’s leading human rights organization. Loft Entertainment also partners with Paquin Entertainment Group, Canada’s Walk of Fame and Pinewood film and television studio, among others. The company – which works with artists as diverse as Tom Cochrane, The Tenors and Correct – crosses the worlds of music and entertainment, uniquely combining production, management and events.