Pulse Films has incorporated the music video and advertising activities of Between The Eyes, with the BTE roster now existing as a separate identity, or label, within the Pulse stable called Between The Eyes @ Pulse.

The deal will result in Pulse representing Between The Eyes’ directing roster – including Eran Creevy, Mat Whitecross, Perou, and Emil Nava – for advertising and music projects both in the UK and international markets. Between The Eyes’ MDs Ben Pugh and Rory Aitken will executive produce Between The Eyes @ Pulse productions, with music work also exec produced by Pulse’s head of music Jamie Clark, and commercials and branded content by Pulse’s head of advertising Roz Houchin.

This pooling together of talent brings BTE’s strength in dance, urban and pop in music videos – highlighted by Emil Nava’s videos for Tinchy Stryder, Sugababes and others – with Pulse’s strength in indie and rock, as represented by the work of Anthony Dickenson, Dave Ma, thirtytwo, DARYL, Colin O’Toole and others. Both companies’ music video rosters are already represented independently by OBmanagement – a situation that will continue.

The move, described as the result of a shared vision by the two companies of the music video and advertising markets, also gives Rory Aitken and Ben Pugh the opportunity to focus on developing their new feature film production venture following the success with Eran Creevy’s BAFTA-nominated feature film Shifty.

“We’ve known and admired Pulse for a number of years and we’re excited to be working together,” says Rory. “The Between The Eyes directors have been making highly acclaimed commercials and music videos, and working together we expect our directors to continue their climb to the top. We are also developing our own feature film slate, with projects including Eran’s next feature Welcome To The Punch. It’s a pretty exciting place for directors to have so many opportunities under one roof.”

“This is an exciting opportunity for us, at the right time in the process of growth of our company,” adds Pulse Films MD Thomas Benski. “Since Pulse’s inception, we have greatly admired Between The Eyes’ work, which has a synergy with our own; they have developed a great roster, and Pulse is in the perfect position to take their talent to the next level.”