Booking Major Concerts: Learn All the Options for Acquiring Talent

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Core Competencies: Communications, Fiscal Management, Marketing, Planning
Originally presented on April 26, 2016
This is the archived version.

Program Description

Now that major concert agencies have developed college booking departments, it has become easier for student activities professionals to acquire talent. Learn the tricks of the trade when working with major concert agencies.

Presented by:

George Micalone, Iowa State University, Director of Student Activities and Assistant Director of the Memorial Union

Learning Outcomes

 As a result of attending this program, participants will learn about:

  • The evolution of major agencies college booking offices
  • How to make an effective offer
  • Guarantee, hard ticket, and percentage shows
  • Specific thing to indicate in an offer
  • How to get a quicker response from agents
  • Items to note before making an offer to an agent
  • Resources available to help you negotiate with large agencies 

As a result of attending this program, participants will be able to:

  • Communicate effectively with concert agencies representatives
  • Prepare effective offers for different types of concerts
  • Research artist success, pricing, and previous tour history
  • Articulate important items to include in contract offers
  • Use Pollstar, Spotify analytics, and other resources


Updated March 5, 2017