GAY TIMES has announced the launch of its dedicated LGBTQ+ talent agency ‘wax’.
For 40 years GAY TIMES has championed LGBTQ+ representation and diverse voices through its award-winning editorial channels and brand partnership campaigns, but now the media brand will expand into talent management to better support the queer stars of today and tomorrow.
wax joins the GAY TIMES family as a sister company and is born from a deep understanding and reach in the LGBTQ+ space, harnessing its unique perspective, and understanding the trajectory for diverse talent to enter the mainstream.
“The launch of wax comes highly anticipated amongst talent and clients in the industry. Never before has there been an established full-service commercial talent agency specialising in LGBTQ+ in the UK, and now is the time,” Flora McCluskey, wax Talent Director, tells GAY TIMES.
“As a sister company of GAY TIMES, we are embedded in LGBTQ+ culture, and are born from a rich, 40 year history, and extensive talent network.”
wax offers clients an extensive understanding of the LGBTQ+ space, as well as a consultative approach in navigating the best ways to partner with LGBTQ+ talent.
“As both a member of the LGBTQ+ community and experienced commercial agent, I understand the nuances of LGBTQ+ talent navigating a successful career, and the best ways for clients to engage with them,” adds Flora.
“wax on its inception stands to be the dedicated full-service LGBTQ+ commercial talent agency in the UK. This marks the beginning of our journey as we aim to apply our formula for success and create an agency that LGBTQ+ talent need and deserve.”
wax offers full-service cross-sector commercial talent management with a specialism in talent brand partnerships, and a casting service for clients looking to partner with talent from wax’s rich network in the LGBTQ+ space and beyond.
Uniquely, wax will offer exclusive talent support from the GAY TIMES ecosystem, guaranteeing editorial coverage in GAY TIMES and across their social media channels, which reach millions of people every month. There will also be access to campaigns from GAY TIMES’ in-house partnerships agency, flagship awards show GAY TIMES Honours and other high-profile events, and monitored outreach reports on their proactive efforts in securing paid work.
Tag Warner, GAY TIMES Chief Executive Officer, said: “wax is the result of a multi-year strategy to grow our empowerment and support of LGBTQ+ people across sectors and industries. Although a brand-new arm of GT Group, launching a talent agency makes perfect sense for a company that has a rich history of covering some of the biggest names in the business.
“We’re excited to back a diverse range of individuals and their careers in our ever-growing ecosystem of media brands and experiences. Finally – I’m delighted to welcome Flora McCluskey as Talent Director for wax, who brings a wealth of expertise and leadership in the space.”
wax’s ethos is rooted in celebrating talent and client individuality, and activating this to cut through the noise towards mainstream appeal and amplification. wax aims to empower talent to be themselves and commercially unlock their unique identities, explore untapped opportunities, and relate to everyday audiences.
The wax website (wax-talent.com) and social media (@wax.talent) will offer clients valuable LGBTQ+ industry news and insights, with their latest article exploring why brands are increasingly engaging LGBTQ+ talent year-round beyond Pride, entitled The time is now: Activating LGBTQIA+ talent beyond Pride.
The initial roster signings are due to be announced soon on the wax social media (@wax.talent) and website (wax-talent.com).
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