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Marsha Vlasic on the ’20s: “There will be fewer independents”

The Artist Group International president is the latest in the hot seat for IQ's Decade's End series of Q&As with live industry leaders

By IQ on 02 Jan 2020

Marsha Vlasic, Artist Group International

Marsha Vlasic, president of AGI

As we enter the new decade, IQ caught up with leaders from the global live music business to reflect upon the development of the industry over the past ten years, as well as looking forward to what we can expect in the 2020s.

Following on from Q&As with UTA’s Neil Warnock, AEG’s Jay Marciano, and Move Concerts’ Phil Rodriguez, in the hot seat today is Marsha Vlasic, president of Artist Group International and agent to the likes of Neil Young, Iggy Pop, the Strokes and Elvis Costello…


IQ: The role that agents play in artists’ careers has undoubtedly changed over the last ten years. Considering the advent of global touring, and the various new income streams available to artists, how do you see this role evolving?
MV: As far as the agent’s role and the other income streams, unfortunately we are not a part of that. We are not directly involved in the other streams, but hopefully it helps us increase ticket buyers.

Looking ahead, what do you perceive will be the biggest challenges for the live music sector in the 2020s?
To continue building careers that will be long lasting.

What more could the constituent parts of the music industry be doing to deliver a better proposition to both artists and fans?
Figuring a way to exploit and share music that will allow an artist to gain new fans.

“My personal highlights have been keeping my clients and enjoying what I do”

Consolidation has been a constant theme of this decade. Looking ahead, how do you see the balance between the industry’s key corporations and the remaining independent players?
I think there will be fewer and fewer independent players.

Topics such as inclusion, diversity and mental health are commonly discussed these days. How is the live business shaping up compared to other sectors?
These are topics that cannot be buried or ignored anymore. It is completely out in the open, and hopefully that will continue to help people with problems feel safe to come out with it. There are many avenues and places in the music industry that people can seek help.

What are your own personal highlights from the last decade?
Staying relevant! Keeping my clients and enjoying what I do.


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