Modest
Modest! Management is a London-based, founder-led international music talent management firm (est. 2003) that signs, develops, and stewards the careers of recording artists — including Niall Horan, Olly Murs, Perrie, and Little Mix alumni — and has expanded into golf, sports marketing, publishing, and television sub-brands.
- Company typePrivate
- Founded2003
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Modest does
Modest! Management is a privately held, London-based international music talent management company founded in 2003 by Richard Griffiths and Harry Magee. The firm signs, develops, and stewards the careers of recording artists across the global music business, with a disclosed roster of eleven major acts including Niall Horan, Perrie, Olly Murs, JLS, Five, Say Now, Alison Moyet, One Direction, Little Mix, Alexis Ffrench (managed in partnership with PJPM), and PARISI. Its remit extends beyond recording and touring into commercial deal-making, brand partnerships, and the cross-sector diversification of artist businesses into golf, sports marketing, publishing, and television.
The firm's operating model is professional services-based: bespoke artist management contracts with revenue derived from commissions (typically a share of artist earnings) rather than disclosed SaaS-style pricing. Go-to-market is relationship-driven, anchored in founder reputation and industry recognition including the Music Week Strat Award (2013), the MMF Peter Grant Award for Outstanding Achievement in Management (2018), and the Music Industry Trust MITS Award (2019). The company maintains a 'global' operating footprint claim and distributes artist content via major music streaming platforms while running direct social channels (Facebook, Instagram, Twitter/X, Spotify playlist) to promote its roster. There is no parent company, no disclosed institutional equity, and no listed subsidiaries; ownership and operational control remain with the two co-founders plus a Director-level data protection officer (Mark McDonnell).
Beyond the core music management product, Modest! has organized four branded sub-divisions: Modest! Golf Management, Modest! Sports Marketing, ModestTV (content/television), and AMLOR Music (music publishing). These units serve as a multi-vertical ecosystem that allows the firm to capture more value around each artist — packaging recording, live, commercial, publishing, and screen rights — and to extend its deal-making capabilities into adjacent talent verticals. Headcount sits in the 11-50 band, consistent with a boutique, founder-led professional services firm rather than a scaled platform operator; no technology stack, AI/ML capability, or proprietary software product is disclosed in the source material.
Modest firmographics
Firmographics- Name
- Modest
- Legal name
- Modest!
- Website
- https://modestmanagement.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Modest! Management is a London-based, founder-led international music talent management firm (est. 2003) that signs, develops, and stewards the careers of recording artists — including Niall Horan, Olly Murs, Perrie, and Little Mix alumni — and has expanded into golf, sports marketing, publishing, and television sub-brands.
- Ownership category
- akta.pro rank
Modest industry classification
Industry- Product category
- Music Talent Management
- NAICS
- Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114), Music Publishers (512230)
- SIC
- Miscellaneous Publishing (2741)
- akta.pro primary industry
- Full-Service Artist Management (MPAIAGAA)
- akta.pro secondary industries
- Indie Publishing & Label Services (Funding, Marketing, Release Management) (MPAFABAF), Live Music Booking (Bands, Soloists, DJs) (HSACAHAA)
Keywords
Where Modest is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Modest business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales
Distribution channels1 record
Marketing channels4 records
Modest product offering
Product offeringCore offering
Modest! is an international music management company that signs, develops, and manages talent across the global music business. The company manages international recording artists including Niall Horan, Perrie, Olly Murs, JLS, Five, Say Now, Alison Moyet, One Direction, Little Mix, Alexis Ffrench, and PARISI, handling recording, touring, and commercial endeavors, and facilitating diversification of artists' businesses. The company also operates divisions in Golf Management, Sports Marketing, Publishing (AMLOR Music), and TV (ModestTV).
Product overview
Modest! is an independent international music management company founded in 2003 by Richard Griffiths and Harry Magee. The company operates as a multi-sector entertainment management firm offering music management, golf management, sports marketing, publishing, and television services. The core offering is music talent management, where the company signs, develops, and manages international recording artists across the global music industry. The portfolio has expanded beyond traditional music management into Golf Management, Sports Marketing, Publishing (via AMLOR Music), and TV (via ModestTV), representing a diversification strategy from its original music management roots.
Differentiator
Problem solved
Functional benefit
Brands
- Modest! Golf Management: Golf management division of Modest!
- Modest! Sports Marketing
- ModestTV
- AMLOR Music
Products and services
- Modest! Music Management International music management service that signs, develops, and manages talent across the global music business. Manages a roster of high-profile international recording artists and bands spanning pop, R&B, and classical crossover.
- Modest! Golf Management Golf management division under the Modest! brand, representing golfers and managing their careers.
- Modest! Sports Marketing Sports marketing division under the Modest! brand providing marketing services within the sports sector.
- ModestTV Television and content division under the Modest! brand focused on TV content production.
- AMLOR Music Music publishing and label division under the Modest! brand.
Companies that use Modest
Customer profileNamed customers11 records
Segments1 record
Ideal customer profiles1 record
Modest technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Modest partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- PJPMminorPJPM is a joint management partner for artist Alexis Ffrench. Modest! manages the artist in partnership with PJPM.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
Modest competitors and assessment
Company assessmentDirect peers
- Modest! Management: The subject company itself.
- Quest Management: UK artist management firm managing major acts including Take That and other legacy UK pop acts. Highly comparable given focus on long-term career management of established British pop artists.
- James Grant Group: UK music management and label services group managing a roster of established artists. Comparable as a mid-sized independent UK firm offering artist management and adjacent music services.
- Storm Management: Long-standing UK music management company founded in 1988, representing acts such as Robbie Williams, Kate Bush, and Calvin Harris. A close peer in scale, vintage, and focus on career-long artist stewardship of major UK and international artists.
- 19 Entertainment: UK-founded artist management and entertainment firm founded by Simon Fuller, historically managed Spice Girls, Annie Lennox, and managed Little Mix during their peak. Directly comparable in scope — managing major UK pop acts with diversification into TV/film production.
- TaP Music: London-based artist management firm managing global pop acts including Lana Del Rey, Dua Lipa, and Ellie Goulding. Comparable as an independent UK management firm of similar vintage managing high-profile contemporary pop artists.
- Primary Talent International: UK-based international music booking agency representing artists for live touring. Directly comparable in serving the same UK/international artist base with touring and live performance representation.
Emerging players
- Q Prime: US-based music management firm managing major rock and pop acts including Foo Fighters and Dua Lipa at various stages. Comparable as an artist management specialist competing for similar A-list international talent.
Broad incumbents
- CAA (Creative Artists Agency): Global full-service entertainment and sports agency managing high-profile musicians including major pop acts. A large-scale incumbent competing for the same A-list talent that Modest! serves.
- WME (William Morris Endeavor): One of the world's largest talent agencies, representing musicians, actors, and creators across multiple disciplines globally. A broad incumbent offering artist management, touring, and brand services at a much larger scale than Modest!.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Modest social profiles
Digital presenceModest financial estimates
Financial estimateRevenue estimate
Valuation estimate
Modest leadership team
Management profileNumber of profiles
Profiles3 records
Modest funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Modest M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Modest
What does Modest do?
Modest! is an international music management company that signs, develops, and manages talent across the global music business. The company manages international recording artists including Niall Horan, Perrie, Olly Murs, JLS, Five, Say Now, Alison Moyet, One Direction, Little Mix, Alexis Ffrench, and PARISI, handling recording, touring, and commercial endeavors, and facilitating diversification of artists' businesses. The company also operates divisions in Golf Management, Sports Marketing, Publishing (AMLOR Music), and TV (ModestTV).
Is Modest a public or private company?
Modest is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Modest founded?
Modest was founded in 2003. It employs 11 to 50 people.
Where is Modest based?
Modest is headquartered in London, United Kingdom, in the Europe region.
Who are Modest's main competitors?
Direct peers on record are Modest! Management, Quest Management, James Grant Group, Storm Management, 19 Entertainment, TaP Music and Primary Talent International. Q Prime is listed as an emerging player. Broad incumbents are CAA (Creative Artists Agency) and WME (William Morris Endeavor).
Does Modest have an API?
No public API is recorded for Modest.
What industry is Modest in?
Modest's product category is Music Talent Management. Its primary akta.pro industry code is MPAIAGAA, Full-Service Artist Management, with a secondary code of MPAFABAF, Indie Publishing & Label Services (Funding, Marketing, Release Management). Its NAICS code is 7114 and its SIC code is 2741.