Paradigm has launched a joint venture with CODA, the companies announced today.

Per the deal, Paradigm has nabbed a 50% stake in the London-based music agency, strengthening Paradigm’s own robust music division. Venture — billed as a “global alliance” between the two companies — is effective immediately.

“We have been working closely and successfully with CODA for many years and share common values and a deep commitment to artist development,” Marty Diamond, head of Paradigm’s East Coast Music Division said in a statement. “This new partnership is the next logical step as we continue to carefully grow our music division with the artist’s interests always at the forefront of our planning.”

In the percentery’s music division, Paradigm’s client list includes Coldplay, Black Eyed Peas, fun. and Janelle Monae. CODA’s client roster includes The XX, Bon Iver and Ellie Goulding.