A Booking Agent books live performances for the artists on their roster. In this role, they work with Talent Buyers, Concert Promoters, Venue Managers, Festival Directors, Ticket Service Directors, Tour Operators, cultural organizations, municipalities, and others to secure dates, negotiate terms, make agreements, and then follow up to make sure contracts are signed and adhered to. These contracts include performance fees to be paid to the artist, plus performance-related costs and needs such as concert lighting and sound, and touring-related costs and needs like lodging, meals, and transportation to and from the event.

Some Booking Agents will work specifically with a certain genre of music or a specific artist whereas others, usually at the larger agencies, represent a variety of artists. Booking Agents work closely with the artists and their management teams to coordinate many or most aspects of planning performances and tour itineraries. They may be managing bookings for multiple artists, performances, and tours simultaneously, so they need to be very organized and efficient in their work.

A Booking Agent must fully understand the complexities involved with putting on performances and managing events. They need a complete understanding of the competing needs of artists, bands, their management teams, and the clients who ultimately are paying the bills. They also need an understanding of the legal framework for contracts and the music business. It can be a stressful job in many ways, but also provides great opportunities for rewards and satisfaction for those who have what it takes and are determined to do a great job for their artists and clients.

To learn what it takes to become a Booking Agent, we talked to:

• Emma Banks (Co-Head of CAA, London)
• Sharron Elkabas (Director/Agency Manager at MN2S)
• Mike Epstein (President of Epstein & Company)
• Jon Folk (Founder of Red 11 Music)
• Katherine McVicker (President/Co-Founder of Music Works International)
• Kiely Mosiman (Agent at Wasserman Music)

Here’s what they had to say.

Many Bookers are self-employed and can set their own fees relative to the flow of work, their artists’ needs, and the ability of clients to pay. Because they represent the artists, they need to advocate and negotiate the best deals they can and must also be sensitive to the venues’ or client organizations’ budgets for live music. Working with the artists on their roster, and Promoters or others on the client-side, the earnings or pay available could fluctuate greatly from booking to booking, day to day, and year to year.

Income levels for Booking Agents can also vary greatly depending on the genre of music represented, the level of artists the Agent works with, and how long they’ve been in the business. This explains the vast range of salaries reported, from $20,000 for Agents on the more DIY-level to $1,000,000+ for Agents at the biggest agencies in music.

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There will always be a demand for Booking Agents and Artist Managers who can handle performance schedules for artists and bands. With the resurgence of live music after the Covid-19 Pandemic, the demand for competent Agents is likely to mushroom. For the best-prepared, there should be a wide range of opportunities and roles available.

Although getting a foot in the door at an agency can be tricky, there will always be a need for Booking Agents to help artists secure tour dates and ensure adequate financial compensation and working conditions. Most Agents recommend starting out as an Intern and working your way up over time to become an Agent.

Other Agents start at the DIY level and build a stable of artists whose careers they help to grow. These individuals may run their own agencies. Or if they feel it’s a good career move for their roster and for themselves, they may agree to merge with a larger, more powerful agency when this agency desires to add the smaller company’s roster, or one or two successful artists, to their mix of talent.

Live music is a global industry with ample opportunities for growth. By positioning themselves as skilled and capable go-getters, Booking Agents have the chance to make their mark in a fun and exciting business.

Most Booking Agents start their careers by working as an Intern or Assistant at an established agency. Some start out by applying for and being accepted into a large agency’s Agent training program. Another way to break in is by working in another aspect of the music industry, such as doing A&R at a record label or working as an Event Manager.

At outset, it’s important to build relationships with others in the music industry, and there are many ways to do this. Some Agents might start out working on a road crew or as a Stage Manager and then work hard to build a strong network of relationships directly with artists and their Managers.

It’s important to consider that there isn’t one set pathway to becoming a Booking Agent. Individuals come into their roles in so many ways, whether starting out as an Assistant or Intern at an agency, transitioning from another role in the music industry, or just starting a business to do artist booking. Some Booking Agents started out as musicians!

For an established Booking Agent, advancement should come in the form of working with more well-known acts, getting hired by a more prestigious agency, or by handling a more lucrative regional territory. Other ways an Agent could advance in their career include assuming a position with more power within the company, such as department head, Vice President, or agency partner. They could also branch out and found their own booking agency.

Experience as an Intern or an Assistant at a booking agency will give those just starting off in their career the skills and knowledge necessary to eventually become a full-fledged Booking Agent. Apart from industry know-how and strong people skills, adaptability, and the ability to work in a sometimes high-pressure environment are paramount to success.

Booking Agents can gain experience and skills by working in just about any aspect of the music industry. At its core, booking artists and bands into venues, festivals, and tours has a strong sales component, so doing any kind of sales is great training for an Agent. Knowing the different steps of a sale, how to negotiate and close a deal, and how contracts work is important.

Whether inside or outside sales, selling products or services, at a retail or wholesale level job, learning to sell is going to be very helpful to any booking professional. There are many great books, blogs, videos, and even courses available for anyone looking to acquire selling skills. Understanding the process and function of sales and selling is crucial for anyone in the Booking Agent role.

Additionally, having super-sharp communication skills is important to success. Knowing how to leave a proper phone message, use email etiquette, write a cover letter, and mastering face-to-face (or remote) business and social protocols is something that further enables Agents to ply their trade. Social graces, a firm handshake, and the ability to look someone straight in the eye while speaking clearly to introduce oneself are the kinds of interpersonal or “soft” skills required for success, as in any business.

Agents should also understand marketing psychology and have at minimum a basic grasp of social media analytics. They should have delegation skills and know how to manage others in teams. Over time the successful Booking Agent will be able to build up a plethora of experience-based skills and knowledge that will help them advance and grow as a professional.

There aren’t specific college majors for booking, but more and more colleges and universities now offer diplomas and degrees in music business or music industry as a major. Students learn about all aspects of the music business and get an idea of what is needed to succeed in a highly competitive industry sector. Alternatively, students might choose to study only business.

Common degrees offered by colleges are the Bachelor of Science (BS or BSc) in music business or business administration, a Bachelor of Arts (BA), a Bachelor of Fine Arts (BFA), and a Bachelor of Music (BM or BMus). There might also be an Associate of Arts (AS) at a community college, and there are a few Master’s degree programs for music business, as well as the Master of Business Administration (MBA), sometimes with a music industry focus.

While these degree offerings have significant differences, for the most part, all are worthy programs where students can learn everything about business and the music industry while preparing to enter the field. Students in music industry programs study marketing, entrepreneurship, finance, organizational behavior, management studies, technology, and other areas of interest useful for becoming a Booking Agent and music industry pro. They also offer excellent opportunities for networking with current and future industry participants, among the faculty, alumni, and current students.

Choosing to attend a college program in a city that’s a music industry hub such as Chicago, Nashville, Los Angeles, or New York will automatically give an aspiring Booking Agent more opportunities for internships, simply through geographic proximity and established relationships between the schools and the agencies. Earning a degree and having work experience will help to get your foot in the door, but your personality and skills are what, in the end, will get you hired.

There are countless online groups and associations that can be useful for Booking Agents, depending “on what type of music you are working with,” Folk says. “There are many avenues that will be available to you.” Some of these organizations include the American Federation of Musicians and the Association of Talent Agents.