Founded in 2023 by Chereen Gayadin, must c agency is the result of over 17 years of global cross-media experience.

Before launching the agency, Chereen worked with some of the world’s most iconic entertainment brands including MTV, Comedy Central, Nickelodeon, Spike and Paramount Network, developing innovative strategies across talent, music, and events.

With roots in the Netherlands and a reach that extends across key markets such as the Benelux and Scandinavia, must c agency operates at the intersection of talent, music, sports, entertainment, culture, and streaming. Our mission is to connect brands with talent and creatives to craft standout campaigns, build ambassador programs, and produce original, engaging content.

At the heart of our work are our core values: diversity, sustainability, and quality. We are committed to building inclusive and future-conscious partnerships that reflect the evolving world we live in, ensuring that every collaboration, campaign, and creative output meets the highest standards.

Specializing in the Dutch, Belgian, and Swedish markets, we offer a unique mix of services including content and concept development, music supervision, talent management and event production. With a growing international network and a multi-disciplinary approach, we support brands in enhancing their visibility while also nurturing emerging talent under our own must c talent label.

At must c agency, we don’t just match talent with brands, we create long-lasting partnerships and powerful stories. Our consultancy focuses on elevating both brands and creatives by turning concepts into campaigns and profiles into platforms.

We don’t just keep up with culture - we help brands lead it.