Co-founder of NewTone media and R136 agency, Théodore devotes his work to the emergence of rap artists. NewTone federates a community committed to digging and analyzing the music industry, on social networks and at concerts in various French cities. R136 has established itself as a forerunner in "pre-label services", tailor-made support to promote artists, from training to media coverage. The structures have contributed to the development of artists such as TIF, B.B. Jacques and ADVM.