a21 has acquired an equity stake in Two12, the culinary-focused management company founded by Scott R. Feldman, forming a strategic partnership designed to integrate talent representation with large-scale live experience production. Two12 is backed by Paradigm Talent Agency and its subsidiary Paradigm Media Entertainment. The transaction brings together a21’s event production, marketing, and brand partnership capabilities with Two12’s roster of chefs, restaurateurs, and culinary personalities, creating a unified platform to expand opportunities across food, beverage, hospitality, and media.
The companies said the partnership reflects growing demand for integrated models that connect talent, brands, and audiences across live events, entertainment, and branded experiences. With more than three decades of experience spanning talent management, unscripted television development, and culinary advisory, Two12 has built a reputation for bridging the gap between chefs and commercial partners in both media and experiential formats.
Founded by Brett Friedman, a21 designs, produces, and markets a portfolio of food, wine, spirits, art, and cultural events in the U.S., with expansion underway in the U.K. Its integrated capabilities include event production, sponsorship development, marketing, partnerships, and brand engagement strategies. By combining forces, the companies aim to create a vertically integrated ecosystem that supports culinary talent while delivering premium experiences for consumers and corporate partners.
Paradigm will continue to support the partnership through strategic alignment and expanded representation resources, helping scale opportunities across entertainment, media, and branded collaborations. Executives described the alliance as a structural move that strengthens infrastructure around culinary talent, enabling seamless participation across live events, media projects, and brand partnerships.
The collaboration will immediately extend across a21’s portfolio of events, including Pebble Beach Food & Wine, Puerto Rico Wine & Food Festival, Chefs Making Waves, Atlanta Food & Wine Festival, and LA Wine & Food Festival, along with additional touring platforms planned for 2026 and beyond.
Executives from both organizations emphasized that the transaction enhances scale, visibility, and long-term growth prospects for culinary talent and brand partners operating within the experiential economy.
KEY QUOTES:
“As the culinary entertainment and live events space continues to evolve, we see clear opportunities in combining our resources and reach to develop new event platforms and expand how talent connects with brands.”
Scott R. Feldman, Founder of Two12
“Adding Scott and Two12’s amazing roster of culinary talent to our portfolio is a remarkable opportunity to further consolidate our positioning within live culinary experiences. Two12’s vast experience, coupled with our existing positioning, will enable meaningful growth for the talent we represent and the corporate brands we support across our global portfolio of events.”
Brett Friedman, Founder of a21
“At Paradigm, we are constantly looking for ways to build infrastructure around talent that extends beyond traditional representation. The alignment between Two12 and a21 represents exactly that, a vertically integrated model where world-class culinary talent can move seamlessly between live events, media, and branded partnerships. This partnership creates scale, visibility, and opportunity that simply didn’t exist before.”
Andrew Ruf, Managing Partner at Paradigm Talent Agency
