A music booking agent schedules public appearances for musicians based on their talent and marketability, often without formal advertising. They need excellent public relations and negotiation skills, and knowledge of industry trends. No special education is required, but a degree in marketing or business administration can help.
A music booking agent promotes and schedules public appearances for its music clients. She builds her talent portfolio by referencing and representing musicians based on her opinion of their talent and marketability. If she is known in the music industry for her good contacts and successful promotions, she is commonly sought after by musicians and talent agents to help further their careers.
When a musician or music group decides they are ready to go public, they often find themselves with no idea how to market their talents. As their focus is typically on the craft, they are often looking for a booking agent with experience and a successful track record of finding jobs for similar musical talent. Music booking agents often build their customer base on reputation alone, without formal advertising or promotion.
An agent may be limited to booking jobs in a specified geographic area, or may be looking for worldwide appearances. The locations that a music booking agent chooses for their clients are usually based on demographics, the client’s exposure needs, and what the client is willing to pay to sign their artists. It may specialize in booking a specific type of music or choose its clients based solely on talent and perceived demand.
To succeed in this position, an aspiring agent typically needs excellent public relations skills. Finding industry professionals who can help their clients’ careers often requires a music booking agent to blend in with a wide range of social and business circles. A well-developed, outgoing business personality can allow her to befriend and ultimately do business with club owners and managers, concert promoters and artists in the recording industry.
Negotiation talents are also critical to the success of a music booking agent. Once she detects interest in one of her customers, she is usually expected to make a deal. It may be empowered by its clients to negotiate their behavior, or it may be required to submit proposals directly to artists for approval.
Money is traditionally one of the most important factors in negotiations. It often takes a music booking agent to determine whether she and her client will benefit more from accepting a flat fee for a performance or receiving a percentage of the cover fee charged at the door. The last option is riskier but can be highly profitable.
No special education is required for this job, although a bachelor’s degree in marketing or business administration can help a candidate succeed. Being aware of music industry trends is important, as is the ability to successfully schedule performance dates and venues that meet the needs of artists. Being able to handle a wide range of personality types is an advantage, as the industry’s top decision makers, much like musicians, are often colorful and eccentric.
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