Thanks to Sidon, The Onyx stays ahead of the curve, constantly scouting emerging trends, talent, and brands to create innovative opportunities. Sidon leads with the simple principles that a strong network drives success, and the right connections create limitless possibilities. These are the philosophies that power The Onyx.

Sidon is the Founder and CEO of The Onyx Agency. A former artist signed to Pulse Publishing, Sidon built Onyx on the power of relationships, transforming his industry network into a bridge between brands and talent. Under his leadership, Onyx has delivered high-impact campaigns for clients like Cash App, Jeep, and ZenWTR, collaborating with everyone from Kai Cenat to niche specialists. With a deep understanding of culture and storytelling, Sidon creates partnerships that drive visibility, credibility, and growth.

Tiffany and Sidon first crossed paths when Tiffany signed him as an artist during her time at Spotify. Thanks to Tiffany’s instinct for discovering and connecting talent, Sidon later brought her into Onyx to lead its strategic vision.

Tiffany Kumar is Chief Strategy Officer at The Onyx Agency, where she shapes visionary brand–talent partnerships that drive cultural relevance and lasting impact. Beginning her career in New York’s music industry, Tiffany went on to write for major-label artists, sign hit-making songwriters at Primary Wave, and lead creative at RedOne’s 2101 Songs. As Global Head of Songwriter Relations at Spotify, she built groundbreaking programmes connecting creators and platforms. Today, she brings decades of entertainment industry insight and an unmatched network to Onyx, helping brands tell powerful stories through the world’s most influential voices.

Jordan was the very first member of the Onyx team, joining at the company’s inception and helping to shape its foundations from day one. His early experience became a powerful advantage as Onyx evolved, and allowed him to craft more strategic, brand-led collaborations.

Jordan played a pivotal role in shaping The Onyx’s early direction. Starting out by leading entertainment activations, from tour sponsorships to high-profile collaboration opportunities, he built a reputation for creative deal-making and industry fluency. When Onyx shifted to a more brand-facing model in 2021, Jordan turned that experience into a competitive edge, leading strategic partnerships that blend cultural relevance with commercial impact. His work spans collaborations with icons like composer Danny Elfman and Oscar-winning producer Lawrence Bender.

Cameron joined The Onyx in 2023 to help shape the agency’s strategic direction and deliver branding solutions that amplify visibility and generate ROI for clients.

As Brand Strategy Advisor at The Onyx Agency, Cameron specializes in crafting data-led campaigns and impactful activations that connect brands with the audiences that matter most to them. With experience spanning gaming, wellness, tech, and food & beverage, he's helped clients strengthen engagement and achieve success through tailored strategies and authentic creator collaborations. Cameron’s ability to translate cultural trends into measurable business growth makes him an essential force behind Onyx’s most successful partnerships.