The new division will be led by Karoline Komolafe, who moves into the role of VP and Managing Director. To drive commercial growth and brand alliances, the company tapped Caleb Hannabury, a former Complex executive, as Head of Brand Partnership Sales. Hannabury arrives following an eight-year tenure at Complex, where he spearheaded talent-led content and experiential marketing campaigns.

Sofar Studios leverages a footprint that spans 300 cities across 64 countries, connecting a digital audience of 1.85 million followers with a history of 55,000 live shows. Unlike a conventional agency, the division builds on established collaborations with brands like Visa, Delta, and Apple. A recent campaign for O2, which transported guests to a remote Scottish mountainside for a livestreamed concert, earned finalist status at the 2026 Digiday Media Awards Europe.

Beyond brand work, the studio is expanding into original media. It recently debuted the interview series Have I Made It?, featuring artists such as Victoria Canal and Ruth B. According to CEO Warren Webster, the initiative aims to utilize the company’s localized trust to help brands integrate into cultural conversations that feel authentic rather than transactional.