Brandon Creed‘s Good World Management has received a strategic investment from Initial Group, with the companies forming a long-term partnership to help support Good World artists in a fast-changing industry.
Initial Group launched in 2024, backed by leading asset management firm TPG. Initial’s first investments included talent management company Untitled Entertainment and literary-focused management firm Grandview. Last December, Initial acquired Silver Tribe Media (now Initial Digital). On Monday (Feb. 9), Good World became its latest addition.
Creed — a veteran artist manager — founded Good World in 2023 with a superstar roster that includes Charli xcx, Troye Sivan, Mark Ronson and Tame Impala. Since launching, that roster has grown significantly with the signings of Demi Lovato, Ariana Grande, Role Model and, most recently, Conan Gray.
“Brandon has built a remarkable community of artists and representatives by creating a space where people are empowered to do their best work,” Michel Pratte, CEO of Initial Group, tells Billboard. “We are excited to partner with Good World to expand the impact of our shared vision.”
“At Good World, we love working with visionary artists and building unique ecosystems around them,” adds Creed.
Initial’s investment will enable and encourage Good World’s continued growth while supporting its artists and staff. According to the press release, the partnership will “unlock new opportunities for artists and representatives across mediums and markets to support the modern global artist. Good World has attracted leading managers from across the industry — reflecting a shared focus with Initial on enduring career development and creating an environment where creativity can thrive at every level.”
Creed was named Billboard‘s 2025 Manager of the Year.
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