Modest

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.

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

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

• Music management services
• Artist talent management
• Music industry management
• Artist career development
• Music publishing services

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Distribution channels1 record

Marketing channels4 records

Core 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.

Named customers11 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• PJPMminorStrategic or Co-development PartnerPJPM 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

Direct 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

• Xx.com/ModestMgmt
• Facebookfacebook.com/modestmanagement
• Instagraminstagram.com/modestmgmt
• LinkedInlinkedin.com/company/modest-management

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Modest