Lori Sale has been named head of Paradigm Artist Marketing, a new division within the agency that will seek out marketing and 360 degree deals for their clients. Sale previously was head of global branded entertainment at ICM.

Paradigm Artist Marketing will specifically look at business development opportunities, including endorsements, sponsorship, branded entertainment and licensing and merchandising.

Paradigm's music clients include Dave Matthews Band, Aerosmith, Toby Keith, Coldplay, Black Eyed Peas, Artic Monkeys, Avril Lavigne, Clap Your Hands Say Yeah, the Fray, and many others.

At ICM Sale spent the past two years representing actors, musical artists and entertainment companies, among them Beyonce, Chris Brown, Kim Cattrall, Claire Danes, Anjelica Huston, Christina Ricci, Kelly Rowland, Jada Pinkett Smith, Usher, and others. The group also represented intellectual property companies including, MGM Film, Television and Consumer Products, Yari Film Group, The Weinstein Company and Showtime Networks.

Prior to joining ICM, Sale spent seven years working for Harvey and Bob Weinstein at Miramax and The Weinstein Company, serving as a liaison between corporate America and the mini-studio.

The move speaks not only to the growth of Paradigm, which integrated its live music agency acquisitions Monterey Peninsula Artists and the Little Big Man agency last year, but also to the growing stature of branding and sponsorships in the entertainment and artist fields.