Beckie Sugden Joins ICM Partners/Primary Talent International

Beckie Sugden.
Courtesy of ICM Partners – Beckie Sugden.
The agent has joined ICM Partners/Primary Talent in London, England.

Beckie Sugden has joined ICM Partners/Primary Talent International as a concerts agent in the company’s London offices.

See: Sally Dunstone Joins Primary Talent International In The UK
Sugden comes to ICM/Primary from X-ray Touring, which she joined in 2014. She  brings her eclectic roster with her, including Anderson .Paak & The Free Nationals, Russ, Noname, Mick Jenkins, T-Pain, Ghostemane, Mac Ayres, Soulection, Joe Kay and others. 
Prior to X-ray Touring, Sugden spent five years at The Agency Group, which UTA acquired in 2015, and she worked at WME before that. Sugden began her career in live music from her bedroom as founder of her own agency, Mixedtape. 
“I am absolutely thrilled to be joining the team at ICM/Primary, bringing my 15 years of experience to an already stellar international team,” said Sugden. 
And she continued, “As we all begin to rebuild from the ashes of the pandemic there feels like no better time to join such a progressive, representative and forward-thinking company. I’m extremely proud to represent some of the most exceptional and ground breaking artists around and I look forward to continuing our work together utilizing the incredible breath of resources ICM has to offer as artist’s career become more multi-dimensional than ever.”
Matt Bates, managing director, Primary Talent International and ICM Partners head of international/Europe, commented, “Beckie is an agent whose reputation in the industry precedes her. She has an exciting and diverse roster and we are excited to welcome her into the ICM/Primary family.”
Sugden is the second agent joining ICM/Primary from X-ray Touring in short succession, following the hiring of Sally Dunstone in March. Primary Talent International joined forces with ICM Partners in March of 2020.