2 May 2025

Welcoming new tenants to 98 De Beauvoir Road

Our reputation as a centre for creative businesses has been given another boost with the arrival of Wasted Talent, owners of three iconic British music brands, now operating out of 98 De Beauvoir Road!

The Face, Kerrang! and Mixmag are published as online magazines with a global audience of style and music fans.  A print edition of The Face also comes out every quarter and Kerrang! publishes a yearly magazine and a number of artist-specific editions.

Wasted Talent CEO Jerry Perkins said the move to De Beauvoir from the company’s former headquarters in Piccadilly suited the 39-strong team, most of whom live in East London. He added De Beauvoir’s growing reputation as a centre for creative people was also a positive.

“There’s a lot of like-minded people here and it’s a very creative space,” he said, agreeing that the pubs, cafes, restaurants and shops in De Beauvoir Town were also part of the appeal of the move, completed in early spring 2025.

Wasted Talent became the new owners of The Face, Kerrang! and Mixmag in 2017 and have moved to re-position the magazines as media brands, creating marketplaces for fans, advertisers and sponsors.

Although all three titles started in Britain and remain strongly British in their style and content, the UK makes up only about 30% of the audience.  The United States is the biggest market across all three brands at 35%. “European cool is something that the US market really likes,” Jerry said.

The Face describes itself as the original, iconic style brand, defining the creative edge of popular culture, linking music, fashion, entertainment and activism while Kerrang! is aimed at heavy metal and alternative music fans. Mixmag is the authority on dance music and the culture that surrounds it.

Josh Summers, our Head of Commercial Property, said: “We’re pleased to welcome Wasted Talent to De Beauvoir Road.  As a creative business they are a great fit with many of our other tenants and really add to the buzz!”.