advertisement
Business News

Canada’s Loft Entertainment Partners with 'Impact Agency' One Twenty Eight

The company that recently acquired Canadian Music Week has made another strategic relationship to expand its reach.

Loft Entertainment Logo

Loft Entertainment Logo

Courtesy Photo

Weeks after teaming with Oak View Group to acquire Canadian Music Week, Loft Entertainment has made another strategic partnership to expand its reach.

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


It’s a natural fit. One of Loft’s first initiatives was Artists for Feel Out Loud, a Canadian benefit song for Kids Help Phone co-produced by Loft co-founder and former head of Universal Music Canada and Bell Media, Randy Lennox. Kids Help Phone is also a client of one twenty eight, and both companies have also worked with innovation festival Elevate. Loft and one twenty eight both launched within the last three years, but the working relationships of the people involved go back decades.

advertisement

“Relationships are an essential part of our business and having trusted access is the key to ensuring extraordinary results,” says Loft co-founder and partner Jeffrey Latimer.

“We are in the business of impact and this partnership with Loft Entertainment is only going to multiply our efforts,” agrees one twenty eight founder David Johnson. “Loft Entertainment’s team of experts will help one twenty eight to up-source our offerings with a deeper expansion into creative and content.”

Johnson co-founded one twenty eight in 2021 with Cameron Kennedy, who left the following year to join Canada’s leading rights management organization SOCAN. Loft Entertainment also partners with Paquin Entertainment Group, Canada’s Walk of Fame and film and television studio Pinewood, among others. The company – which handles artists as diverse as Tom Cochrane, The Tenors and Rêve – straddles the music and entertainment world, uniquely combining production, management and events.

advertisement

advertisement
Diljit Dosanjh photographed by Lane Dorsey on July 15 in Toronto. Styling by Alecia Brissett.

Diljit Dosanjh photographed by Lane Dorsey on July 15 in Toronto. Styling by Alecia Brissett. On Diljit: EYTYS jacket, Levi's jeans.

Music

Diljit Dosanjh Has Arrived: The Rise of a Global Star

The first time the Punjabi singer and actor came to Canada, he vowed to play at a stadium. With the Dil-Luminati Tour in 2024, he made it happen – setting a record in the process. As part of Billboard's Global No. 1s series, Dosanjh talks about his meteoric rise and his history-making year.

Throughout his history-making Dil-Luminati Tour, Diljit Dosanjh has a line that he’s repeated proudly on stage, “Punjabi Aa Gaye Oye” – or, “The Punjabis have arrived!”

The slogan has recognized not just the strides made by Diljit, but the doors his astounding success has opened for Punjabi music and culture.

keep readingShow less
advertisement