Sone Palda has an extensive history in broadcast media and the music industry. With an unrivalled eye for discovering new talent, Sone has helped shape the future of some of the brightest broadcasters working today. A true innovator, Sone created and launched BBA Radio, the UK’s first station, dedicated to young British Asians in 2000. He’s since gone on to launch Westside Talent. A pioneer in his work - we sat down to find out how Sone does it.

How are things?

It’s busy but then it always is! There’s always something new to explore, which I love doing.

Tell us what you do?

I run Westside Talent - a talent agency representing presenters in television, radio, digital and events. We are all about discovering the new generation of presenters with a grassroots approach to recruitment and talent development. One of our core objectives is to provide opportunities to talent from under-represented Black, Asian and ethnic minority backgrounds and consult with industry insiders on issues regarding diversity.

How was Westside Talent born?

The agency was born as a result of the talent discovery and development that we had done managing a community radio station in west London - Westside Radio. It was created in 2000 and is still broadcasting today. A significant number of the presenters from the station went on to presenter roles with well-known national broadcasters such as Sky Sports, TnT Sports, ITV, BBC, Radio 1, Capital, Heart and Kiss. As a result, in 2017, we decided to manage presenters ourselves and Westside Talent was born!

You're at the forefront of representing a new generation of talent, but how has the industry changed over time?

The industry has changed massively since we started - with the progressive and continual shift to digital and online. In all aspects of presenting, there is the presence of digital media platforms in some form and, more often than not, there is a visual element to once only-audio formats like radio and podcasts. VOD, audio streaming platforms and social media have revolutionised content creation and delivery. It’s an exciting time to work with artists - presenters, content creators and DJs!

So, what do you look for when discovering new talent?

Someone unique, with a real passion and drive in what they are doing. It’s hard to describe an exact process - it’s more about seeing someone who you believe has something special and wanting to help them explore developing their talent further.

You can find out more about Sone and Westside Talent here and follow him socials here.

VOICED. with Sone Palda

VOICED. with Jo Troy