A booking agent for musicians promotes and schedules their public appearances. She builds her talent portfolio by referring musicians and representing them based on her assessment of their talent and marketability. She is frequently sought out by musicians and talent agents to help further their careers if she is known in the music industry for her good contacts and successful promotions.
When a musician or musical group decides to go public, they frequently find themselves unsure of how to market their talents. Because their primary focus is on their craft, they typically seek out a booking agent with experience and a proven track record in placing similar musical talent. Without any formal advertising or promotion, music booking agents frequently build their client bases solely on reputation.
An agent’s booking options may be limited to jobs in a specific geographic area, or she may pursue appearances all over the world. A music booking agent selects venues for her clients based on demographics, the client’s exposure needs, and the amount the customer is willing to pay to hire her performers. She may specialize in booking a specific genre of music or select her clients solely on the basis of talent and perceived demand.
An aspiring agent typically needs excellent public relations skills to be successful in this position. A music booking agent is usually required to mingle in a wide range of social and business circles in order to meet industry professionals who can help their clients’ careers. She may be able to befriend and eventually do business with club owners and managers, concert promoters, and recording industry scouts thanks to her developed business savvy and outgoing personality.
A music booking agent’s ability to negotiate is also crucial to their success. She is expected to put a deal in motion as soon as she detects interest in one of her clients. Her clients may authorize her to negotiate on their behalf, or she may be required to submit proposals to the artists directly for approval.
Traditionally, one of the most important factors in negotiations has been money. A music booking agent must usually decide whether accepting a flat fee for a performance or taking a percentage of the cover charge collected at the door will benefit her and her client more. The latter option is riskier, but it has the potential to be extremely profitable.
This job does not require any special education, though a bachelor’s degree in marketing or business administration may be beneficial. It’s crucial to be aware of current music industry trends, as well as to be able to successfully schedule performance dates and locations that meet the needs of the artists. Because the industry’s key decision makers, as well as the musicians, are often colorful and eccentric, being able to deal with a wide range of personality types is a plus.