Booking Gigs - Tips From An Artist & Talent Buyer

Justin Paul live at the Fonda Theater, Hollywood, CA.

Interview previously posted on Medium

What does a talent buyer do?

Talent buyers play a crucial role in the entertainment industry, responsible for booking or purchasing musical acts for a variety of venues, including clubs, concert halls, event series, and festivals. Those with more experience often manage bookings across multiple venues, particularly for large organizations such as AEG or Live Nation, operating within a major city or region.

In their role, talent buyers work closely with agents, artists, and managers to make educated business decisions that cater to the audience and demographic specific to each venue. This process encompasses the booking of a diverse range of performers, including bands, DJs, rappers, and solo artists, ensuring a lineup that resonates with the venue's patrons.

What does a talent buyer look for?

When evaluating an artist's potential, it's essential to consider the estimated number of tickets they can sell, as this directly influences the performance fee they can command. Generally, artists who can sell a larger number of tickets will secure higher fees for their performances.

In some cases, talent buyers act as tastemakers by taking risks on emerging artists or bands. These newcomers are often placed in opening or middle slots in concert lineups and may perform for little to no fee as they build their reputation. Such artists are typically more suited for club events where they can develop their audience.

What is the best way for a DJ or musician to attract a talent buyer?

Ticket sales, as reported to Pollstar, are one of the key indicators of an artist's popularity, along with the number of music streams on platforms like Spotify, Apple Music, Amazon, YouTube, and SoundCloud. Other essential factors include local, national, and international press coverage, social media engagement, and the presence of authentic followers. Talent buyers are particularly vigilant about distinguishing between genuine engagement and inflated numbers, as some artists may resort to purchasing followers and streams to enhance their visibility.

Promoting oneself effectively is crucial for artists seeking bookings for live shows. By hosting their own events and leveraging social media for advertising, artists can significantly boost ticket sales. On a local and regional level, talent buyers appreciate artists who actively engage in self-promotion. As an artist builds a substantial following, talent buyers start to assess the potential for national sell-outs. Additionally, the artist's charisma and the quality of the show they deliver are essential considerations in the booking process.

How has your unique perspective as a talent buyer benefited your career as a musician?

Being a talent buyer provides an opportunity to develop a high level of professionalism in the music industry. Early in their careers, many musicians take on the roles of both manager and agent, which emphasizes the importance of recognizing an artist's professionalism in effectively promoting themselves.

This role has enhanced my understanding of ticket sales data, particularly from Pollstar, which has been invaluable. By analyzing and reverse engineering the contact information of other talent buyers, I have gained a new perspective on the music industry and its dynamics.

What is it like being on the giving and receiving end as both an artist and a talent buyer?

- Facilitating exposure for emerging talent is a key focus.

- Organizing or co-organizing events to support and promote new artists is a priority.

- There is a strong commitment to providing opportunities for artists, similar to the chances that were not available during my own career beginnings.

What is the best way for DJs, bands, and musicians to get themselves in front of the right eyes?

Engaging actively in performances is crucial for artists, as it not only enhances their skills but also positively impacts the lives of their audience. Generating enthusiasm around their work can significantly boost visibility, as word of mouth is one of the most authentic forms of marketing. The more frequently an artist performs, the more they refine their craft and expand their community. This vibrant community can lead to valuable connections with venues, lighting designers, and other creatives, facilitating further opportunities for collaboration and growth in the industry.

Trends & Targets

• Most venues have become multi-genre

• Goal: sell-out venue/event

• 70 to 80% tickets sold = break-even point (due to massive expenses of hosting a concert, event, or festival)