Simon Dent Joins Firmative as Chairman
Leading creative agency for the music industry Firmative, whose extensive client roster includes major record labels such as Atlantic Records, Warner Music, Universal, Sony, BMG, and EMI as well as global brands like Netflix and Samsung, has appointed Simon Dent, founder of sports-focused creative agency Dark Horses and former BBH Sport business director, as chairman.
Simon, who brings more than 20 years of experience in launching and growing some of the creative industry’s most successful agencies, will spearhead the strategic direction and global growth of the agency, which was founded by entrepreneur Dumi Siwo in 2017. He will also assist Firmative as it settles into its new office space in King’s Cross’ Tileyard music hub, in London, ahead of an exciting year for the agency as it focuses on expansion.
Firmative specialises in making its clients culturally relevant, and offers a full suite of creative services, including content production, design, brand strategy and creative. It has collaborated with more than 200 of the world’s best-known artists, including Ed Sheeran, Anne-Marie, Rita Ora, Chase & Status, Joel Corry, Nathan Dawe, Burna Boy, Kojey Radical, Ella Henderson and Tom Grennan. Recent projects include the launch of the 10th anniversary edition of Ed Sheeran’s album ‘X’, global brand launches for Rita Ora and Big Zuu, and an experiential activation for the launch of the second series of Netflix’s hit show Squid Game last month, which sold out in minutes.
Simon, who will be the agency’s first-ever chairman, said, “I first met Dumi in 2017 and was blown away by his passion for the music industry. We both started out as club promoters and it’s how we learned the value of communities and networks, and the alchemy that happens when creativity and results combine. Firmative is at the cutting edge of culture and I hope to be able to offer some expertise in growing the business.”
Founder and creative director of Firmative, Dumi added, “This is incredibly exciting for me. Simon's ability to lead a team and build a successful agency in sports has been a huge inspiration. I truly believe Simon will play a pivotal role in taking Firmative to new heights in music and beyond. I’m thrilled to be working alongside him. Music is culture, and we’re excited to be at the forefront, continuing to collaborate with our clients and connect with new brands.”
Dark Horses, which was named the fifth fastest growing agency in the world in 2019 by Adweek, was sold to Omnicom’s TBWA in 2023. Prior to founding Dark Horses in 2016, Simon spent two years as business director at BBH Sport. Alongside this, he launched a sports talent management company, which he sold to ROAR Global in 2018. He is also an investor, working with Urban Legend, Save Our Soles and Palmarae Gin.
Over the past eight years, Dumi has built a strong reputation for Firmative within the music industry for his reliability and innovative vision, earning the trust of artists, brands, and labels alike. Prior to this, he spent seven years promoting events for some of northern England’s best-known entertainment venues. Upon graduating with a degree in film, tv and drama, Siwo spent the early part of his career in television at production companies including Knickerbocker Glory and Fremantle Media, working on programmes such as Britain’s Got Talent and Celebrity Juice.
