INTRODUCTION:

Since a lot of people in the music business are busy with the South by Southwest Music Conference right about now, we thought that we would look back on one of the more important articles for Jambands Business School. Every week I get dozens of requests from bands that are seeking a booking agent. Many of the bands that are developing around the jamband scene concentrate on touring as their means of success. In order to help this process, check out this article on booking agents and how they can help developing bands succeed.

Live performance has been the staple of the Jamband industry since the days when Jerry and the boys were tooling around the hills of San Francisco. While some bands have scored financially with widely selling albums, the majority of jambands survive by hitting the road. And since most of these bands have a voracious appetite for travel, they need people to coordinate their efforts and constantly find new work. These people are booking agents.

Booking agents are the sales people of the Jamband world. Simply put, booking agent's job is to go out and sell their clients to music venues for live performanceshese venues include bars, festivals, colleges, theaters, street fairs, ski resorts, or even private and corporate functions. How do they do this?

The tools are a telephone, fax machine, computer, the internet, and a healthy dose of attitude. Agents spend most of their day on the phone, calling everyone and anyone who may be interested in booking their bands. Nights are spent cruising the internet or reading trade publications researching bands and venues. The booking agent's supply is of bands willing to accept work for a fee. The demand is defined by anyone willing to provide the pay, place and equipment for a band to play. The agent's fee is a commission based on a percentage of paid work gained by the agent. This commission generally falls between ten and fifteen percent of the total wage garnered.

But what does this all mean? For clarification I spoke with Darren Cohen. ( Peacewheel@aol.com) Most of us know Darren's work as a booking agent for the Slip, the Miracle Orchestra, and InaSense. He also provides management services.

A good booking agent is one of the key component's behind any successful touring band. The Agent forms strategy together with the group's manager and establishes a tour to build the fanbase around the country. The Record Company, publicist, radio promotions, and grassroots teams then support the tour the agent has booked. Everybody has to be on the same page for this to work. If one cog is off, then the wheel does not spin.

It takes a great team to break a band in America, and right now the jamband scene is gelling into an extraordinary space. It is compelling to observe.

There are some excellent young agents that have stepped up to become the future Super Agents of Tomorrow. They will mature alongside the growth of the entire jamband scene and be handed the torch.

Paul Edwards is the owner and talent buyer for Peasant's Café in Greenville, NC. (252-752-5855) He also owns Sunshine Management, an artist management firm whose past clients include Hipbone, Purple Schoolbus, Hypnotic Clambake, and Keller Williams. I asked him, "As a venue operator, what do you see as the booking agent's job?"

His response was, "The booking agent is to contact venues in order to secure gigs for their clients. The agent should be hounding the club yet not offending the person who picks up the phone. I can't tell you how many times I have received a disc, wanted to work with the band, but never heard from them again. Follow up is important. Agents have to find a happy medium between calling often enough to get gigs, yet not too often, so as to not annoy people with incessant calling.

Even though a lot of band's do their own promotion, it is the agent's job to make sure that promotional materials get to the club in plenty of time. Whether they do it themselves or direct the publicist to do so, it is vital information for the club, and the clubs depend on the agent to facilitate this."

Jambands.com: Do you find that there are special skills for a Jamband booking agent?

Paul Edwards: A Jamband agent must be aware that they are not likely to have radio and publicity support for developing jambands. So, they should not expect instant success in new markets. Agents have to think about developing long term relationships with clubs. Particularly because jambands tour so hard, the agent needs to realize that the bands won't make good money at first, and that the clubs need to also make money. This sensitivity will make a booking agent build a better relationship between the band and the club.

I think that Paul touches on the most important role of the booking agent, which is relationship building. Especially in the Jamband industry, long term relationships between venues and acts insure continued success for both. Bands want to know that they have a room that they can call their own, or friendly rooms in multiple markets. Venues want to know that they have dependable acts that are available consistently throughout the year. The booking agent is the person who fosters these relationships, enabling both parties to have security and profit.

For greater perspective, I asked Gabe Johnson of the Jive Talkin Robots ( http://www.cdbaby.com) about the several booking agents he has used over the years. I also asked him about what it was like for a band to take on a booking agent for the first time, jumping into the world of business.

Sooner or later musicians need to find help moving their business into broader horizons. The most important thing for musicians to consider is that it is unrealistic to expect the business of music to resemble the art of music.

Musicians need to realize that if they don't have a mind for business then they need to seek out those who do. Assembling a sound business team and fostering healthy and friendly professional relationships between them and the band is vital to success. A booking agent must maintain positive relationships, research new touring avenues, and pursue new opportunities.

If you want to tour seriously, a good booking agent is a necessity. I can count on one hand the number of musicians that I've met who book their own successful band. A desirable booking agent has the ability to engage people in conversation while maintaining an analytical approach to financial dealings. Most importantly, a good booking agent must be a good salesman; one that honestly makes you glad that you bought from him. A band must remember that a booking agent is representing you and selling your product. If you don't like someone's attitude, then don't hire them.

On the other hand, if your product has a limited audience potential, then you must not shoot the messenger. Ultimately, the musicians are responsible for their success.

Additionally, the band (or management) needs to be fair in laying out an agenda for the booking agent. If you say you want a gig in Kansas, don't be surprised if a Midwest tour is booked. There should always be complete agreement between band members and management before giving a booking agent an assignment. Don't expect an agent to be able to garner big guarantees if you can't pack the place. Always be setting realistic and positive goals and keep the music fresh and you'll get there!