The Roles of Managers, Booking Agents, Concert Promoters and Talent Buyers
Aired on Sunday, April 19, 2020
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MANAGERS
BOOKING AGENTS
CONCERT PROMOTERS
TALENT BUYERS
A few terms to understand:
Commission: based on a percentage of the artist’s income
Exclusivity: some positions are exclusive where you only have them, an non-exclusive means you can have more than one
Scope of Agreement: What are the terms of the contract
WHAT DO YOU NEED?
Chances are you may need some help in the form of an assistant or consultant. Many people think they need a manager, but really want someone to book shows. It is important to remember that no manager or booking agent will consider taking you on as a client unless you have already put in your own work and have a track record to prove it. If you are in the beginning stages of building your career, you will need to get ready to be your own manager and advocate. This is in your best interest so you can build your own network of contacts and relationships and really keep your art and vision protected, and learn the business! Whatever you decide to do, if there is any money or comission that is agreed to, have a contract to clearly define the roles of each party and scope of the agreement.
ARTIST MANAGERS
Description:
Handles the day to day business dealings on behalf of an artist or band
Oversee the team/other people working for the band, like accountants, agents, and merchandisers.
It’s the managers’ job to take that vision, map out a viable plan, and execute it
Ring-leader of the business
They negotiate deals on behalf of the artist, assist in promotions and perform production-related tasks
They ensure tours, gigs and other bookings are paid, unless otherwise agreed by the artist to perform pro bono.
The manager should be the mouthpiece of the band, and their greatest ally, making sure that everyone else involved in the band's career is doing their job and working hard to promote the band's success.
Assist in scheduling meetings, sessions, rehearsals, photoshoots, videoshoots, etc
Artist managers are responsible for collecting revenues, fees or other payments stipulated in contracts.
They are NOT responsible for securing bookings and shows for artists, but definitely play a role in negotiating deals for bookings and shows
The artist must include the manager in ALL aspects of their career
They may offer input into career suggestions
A business manager is not an artist manager; a business manager handles finances only
How To Find an Artist Manager:
You want someone who knows you because you will get VERY close, and you need someone who is willing to have your back always
Pitch your EPK and stats to management companies
Ask your friends who have managers how they did it
Consider the relationships you already have and see if it makes sense for someone else to represent you or if you would be better off using your own relationships to manage yourself
Scope of Agreement:
COMPENSATION: commission-based usually 15% to 20% of the artist's income (specify the terms of the income - is it based on gross revenue, are there certain deductions?)
LENGTH OF CONTRACT: Can be yearly or based on an album-cycle with option to renew
EXCLUSIVITY: Managers are almost always exclusive
BOOKING AGENTS, CONCERT PROMOTERS, AND TALENT BUYERS
All of these roles are similar in that they are contracting the artist for an appearance or show. So as a reminder, have your EPK and pitch ready to go. Make it a top priority to only include your best materials and to always keep your EPK up-to-date. First the music, then the facts, followed by the action. When promoting a show, we need to help you help sell it. Why are you the band to go see play live? Make sure you have live footage, press blurbs, and a band bio about the music and the show – not about how you became a musician. Give us a taste of everything.
BOOKING AGENTS
Description:
Negotiating deals, planning tours, securing support acts, helping our artists achieve their performance goals.
Works with Promoters and Talent Buyers for shows and tours
Negotiate and contract all personal appearances for the artists
Talking with artists to customize touring needs - For example, does the artist want to focus on solo shows and building their core audience or looking for maximum exposure through supporting larger artists, or large festivals, or a large scale headline tour, etc.
Typically booking agents work on a commission, that can be in the form of a deduction from the total compensation of the engagement or can be an added markup on the agreed compensation
How To Find a Booking Agent:
You need to have a good show track record and proveable fan base to get the attention of a booking agent
Research local booking agents and talent agencies and see if they are willing to add you to their roster
Setup a showcase or if you have a big show, invite several booking agents to come see you
A booking agent only really makes sense if you are making money. Otherwise the percentage doesn’t make sense
Scope of Agreement:
COMPENSATION: commission based - usually 10% to 15% of the performance compensation or added as a markup on top of artist guarantee
LENGTH OF CONTRACT: Generally one year with option to renew
EXCLUSIVITY: Booking agents can be non-exclusive or exclusive
CONCERT PROMOTERS
Description:
A concert promoter is the person responsible for many of the marketing and organizational aspects of a musical performance.
Concert promoters usually aren't tied to any one venue or event and can even book in other cities if they so choose. They are sort of free agents
Getting the right artist and the right venue, making an offer to the artist, agreeing to a deal with the artist, booking support, getting the artwork done and approved, and building the marketing and advertising plan.
Securing hotels, ground transport, backline, schedule of load in and load out times, all production-related things.
A promoter takes care of all the behind-the-scenes work at a music show, from recruiting the act to providing security
Make sure artists are taken care of on the event
Responsible for selling tickets (ticket buyouts for the artist is also a method - pay to play)
In recent years, the collapse of the record industry has made concert promotion one of the central aspects of the music business.
Concert Promoters often work closely with booking agents when putting bills together. Each comes to the event from a different perspective. The concert promoter represents the event, while the booking agent represents the band.
How To Find a Concert Promoter:
Research local concert promoters
See what shows they have booked in the past and which ones they have coming up to see how your music might be a good fit
Pitch your EPK, you can mention a specific upcoming artist or show that you would be good for
If you want to be a concert promoter, begin as a volunteer or intern and work your way up
Scope of Agreement:
COMPENSATION: Generally, they send you an offer and you agree. It is a contractual transaction between you and them, you are not financially responsible to them (unless their is verbage about that in the contract). Their pay usually comes from the ticket sales. Sometimes they will want a percentage of merch sales.
LENGTH OF CONTRACT: Per event.
EXCLUSIVITY: Non-exclusive
OTHER: Will they be taking a percentage of merch sales? Is there a guarantee? split point, bonus, will they provide promotional materials?
TALENT BUYER
Description:
A talent buyer books on behalf of the venue, the one who fields inquiries from local and touring acts and talks with booking agents who represent bands either local or touring.
Not every venue has a talent buyer, but most mid-size to large clubs do.
He or she isn't necessarily responsible for marketing of any kind; that's the band's or public relations rep's job.
Talent buyers are not responsible for marketing or promoting the event. Generally they secure the talent then the rest of the venue’s in house team handles the other logistics
In a festival setting, the talent buyer is the person hired to organize a lineup, but not the remaining details.
Talent buyers often work closely with booking agents when putting bills together. Each comes to the event from a different perspective. The talent buyer represents the venue or festival, while the booking agent represents the band.
How To Find a Talent Buyer:
Generally they will reach out to you, or you can contact the venue to ask for the talent buyer
Ask a friend who has played at that venue to connect you with the talent buyer
Scope of Agreement:
COMPENSATION: These agreements are usually based on either a guarantee, a door split (percentage of ticket sales), a percent of merch, or all of these combined. Generally, they send you an offer and you agree. It is a contractual transaction between you and them, you are not financially responsible to them (unless there is verbage about that in the contract - split point). They offer you a guarantee or percentage of ticket sales and they take the rest off ticket sales and merch.
LENGTH OF CONTRACT: Per event.
EXCLUSIVITY: Non-exclusive
OTHER: Will they be taking a percentage of merch sales? Is there a guarantee? split point, bonus, will they provide promotional materials?
What's the difference between Concert Promoter and Talent Buyer?
Concert Promoters are usually organizing a specific show that they are bringing to a specific venue. Talent Buyers usually work for a specific venue and are responsible for soliciting and securing talent for that venue.
RECOMMENDED LINKS
ARTIST MANAGEMENT
What It Takes to be an Artist/Band Manager - By Heather McDonald
Learn How To Find A Manager - By Heather McDonald
Rick Barker (Taylor Swift’s Manager) - https://rickbarker.com/
BOOKING AGENT
Local Booking Agents/Production Agencies
Jay Siegan Presents - Duran Duran, Celine Dion, Pop Rocks, Hella Fitzgerald
Innovative Entertainment - SF, LA, San Diego - dance bands, individual acts, headliners
Ivy Hill Entertainment - SF Bay for local professional bands and musicians
CONCERT PROMOTION
Local Promoters
Another Planet Entertainment Little Dragon, Little Big Town, Greek Theater, Bill Graham Center, Outsidelands
Ankh Marketing - Fox Theater, New Parish, Erykah Badu, Dave Chappelle, ?uestlove,
KC Turner Presents - Singer-songwriter circuit, House Concerts, The Lost Church
Earshot Entertainment - specialize in Latin, Funk, Hip-Hop, Reggae, and soul - Fantastic Negrito, Los Rakas, Nappy Roots, Nas; UC Theater, Cornerstone, Longboard Margarita Board
TALENT BUYERS
SAMPLE CONTRACTS
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