Creator agency Round Group secures £4m investment

Round Group, a London-based agency that uses creators to market music and consumer brands on social media, has secured a £4 million investment from private equity firm Foresight Group.

The investment will be used to expand the business in the UK and internationally, including into the US and Asia-Pacific, while further developing its technology.

Founded in 2019 by Aaron Sayer, Round has worked on campaigns for artists including PinkPantheress, Chappell Roan and Shaboozey. Its technology gives the business access to a database of more than 100,000 creators.

“We are delighted to have secured the investment from Foresight, which marks a significant milestone in Round’s journey,” Sayer said. “Their support will enable us to accelerate our growth strategy, broaden our technology and unlock new opportunities.”

As part of the investment, Liz Sands, former CEO of international talent and luxury brand agency Great Bowery, will join Round as non-executive chair.

“It's rare to find a business that combines such a strong growth outlook with technology that is shaping a new market,” Sands said. “Round sits at the forefront of an emerging wave of opportunity in the creator economy, and I look forward to working with Aaron, the team at Round and Foresight to turn that potential into lasting international success.”