As Partner and UK Head of global talent, entertainment, sports and consulting firm United Talent Agency (UTA), Darnell Strom has an ever-expanding role. The executive, who has experience in politics, including previous work for Presidents Bill Clinton and Barack Obama, and represents clients such as Malala Yousafzai and Michaela Coel, has overseen UTA’s growth in London and beyond, including in sports, comedy and creatives.
But at SXSW in London this week, he showed his foodie side, moderating a panel discussion with chefs and restaurateurs called “Talking Taste” that explores how the conversation around hospitality and food is evolving. Jeremy King of Jeremy King Restaurants shared their thoughts on stage, and 2005 award winner Tommy Myers Master Chef and founder of Wahaca, and Oisín Rogers, co-founder of The Devonshire in London.
Between his busy schedule, Strom said THR About how food culture fits into the broader cultural, media and branding space.
Can you tell us how the idea for this panel came about and how it fits into the wider ethos of SXSW London?
I moved to London a year ago from Los Angeles, and one of the best ways to understand the spirit of the city is through the food, restaurants and culture. Restaurants have always been at the center of culture. I’ve also always been fascinated by the hospitality business, being an agent and working in acting.
Can you tell me more about this fascination and how it relates to your work?
I don’t think there is a better industry to learn from than the hospitality industry and get an education on how to work with people, how to make people feel valued, and how to recognize service. There is a connection to what we do, and there are a lot of transferable skills that come out of hospitality that apply to a lot of people’s businesses.
The other thing is that when you think about our business and where it takes place, it’s usually in restaurants. It’s about booking the right table at the right restaurant to exude the right energy. So, having those relationships in the hospitality industry is actually very beneficial to our business. The third thing is that I just love food.
You’re starting to make me hungry just talking about it! Can you explain how the three panelists you shared the SXSW stage with in London had different voices and ideas to share?
Jeremy King is simply a legend in the London restaurant scene. I think he’s really the godfather of what the modern restaurant business is here. He is known for organizing people into his restaurants, with everyone from Elton John and Princess Diana – the most famous people across culture – always going to his restaurants to see and meet their friends, actors and bands. So Jeremy is a legend.
Oisín Rogers owns The Devonshire Restaurant, which is arguably the most famous pub in the world right now. He also sponsors a special music room, where on any given day you’ll see Ed Sheeran or someone else who just shows up and starts playing or a band you’ve never heard of before and it’s unbelievable – because of his love of music.
Then there’s Tommy…
Tommy Myers, who founded Oaxaca Restaurants and won Master Chefcookbook author, journalist, and all that. She’s actually an agent of Curtis Brown, one of the companies UTA owns. She is a huge advocate for the importance of food sustainability and school food, so she brings some heart and soul to the importance of food quality.
And from a personality perspective, they’re all very different. Jeremy is this quintessential British gentleman. Oisín is the sociable Irish pub owner. And Tommy is kind of in between all of that. So it was a nice balance and good conversation.
Are UTA clients thinking about moving to food?
Yes, we represent Theo James, who opened [Roman comfort food] Restaurant in North London, Luba. He’s about to open his second restaurant, so he’s getting into the food business, and there are other clients of ours who have been investors in it. There is also the other part of them who are building their own business, like launching a liquor or beverage brand, or some food product they are interested in. There is a lot of connection between the world of food and the world of entertainment.
Is there anything else you’d like to highlight regarding the work of SXSW London or UTA in general?
This is my first time at SXSW London. I’ve been to that place in Austin a few times, so it was great to see how Shoreditch in East London has been taken over for this really interesting connection between entertainment, media and technology, and bringing together different groups of people who come here. It’s nice to be able to experience that.
And for us from a business perspective, we’re about to embark on a very busy next few weeks with clients like Jon Batiste coming to town to do a residency at Coco’s and Bad Bunny taking over the Spurs Stadium for a few big shows. It’s an exciting time in London, and I feel like SXSW is about to kick off the summer event season here in London.
