The New Bosses 2024: James Aiken, Aiken Promotions

The 17th edition of IQ Magazine’s New Bosses, in association with Futures Forum, was revealed in IQ 129, recognising 20 of the most promising 30-and-unders in the international live music business.

To get to know this year’s class a little better, IQ conducted interviews with each one of 2024’s New Bosses, discovering their greatest inspirations and pinpointing the reasons for their success.

James Aiken is a third-generation music promoter. His grandfather and namesake, James Aiken, founded Aiken Promotions in Belfast over 60 years ago, while his father, Peter, has continued to build the business over the past 40 years. In 2023, Aiken Promotions completed an acquisition of POD Festivals, where James has operated as a booker since 2020 and is now a director. POD operates two large festivals annually: Forbidden Fruit – a city festival (cap. 15,000) – and All Together Now (22,500) – a four-day camping festival based in County Waterford.

You come from a promoting family, but you’ve developed your own roster of acts – can you tell us about some of the talent you work with?
I am still quite early on in my career and learning but I am happy to say I work with exciting acts such as Dylan Gossett, Barry Can’t Swim, Bryson Tiler, Frankie Stew & Harvey Gunn, Paris Texas, Tiny Habits. It’s been great to work with Sugababes too, they are back bigger than ever! We just sold out Iveagh Gardens and are looking into the future for bigger plays.

Social Media platforms have played a massive role in some of the artists I work with. For example, with Dylan, his hit single Coal went viral on TikTok, especially in Ireland.

As a promoter, are there any particular events, forums or platforms that you visit to try to discover the next big act?
I think tracking and watching trends through varied mediums such as listenership, socials and also just believing in the artist and their music!

What has been the highlight of your career, so far?
Selling out the 3Arena for the first time.

Who on your roster should we all be looking out for in the year ahead?
Dylan Gossett, I think he has gone from strength to strength and there is plenty more to come.

Where is your favourite venue?
Vicar Street, I am being biased but I think the atmosphere in the venue is the best in Ireland.

What events, tours or festivals are you most looking forward to in the year ahead?
The Childish Gambino tour in December should be excellent. I am a big fan of his and he is never been to Ireland so it should be great.

“To be a success at anything you have to understand it fully”

You studied sport and exercise management at university. Can you see yourself also becoming a promoter in the sports side of the business?
I would never say never, but I think to be a success at anything you have to understand it fully. Until that time comes, I will stick to music!

Do you have a mentor, or any colleagues you rely on to bounce ideas off?
I would have to say Bren Berry. I have known Bren my whole life and he is has always time for me from a young age. When I got into the business, he gave me ample opportunities and always backed me. He is a serious promoter and is one of the most well respected names in the music and comedy industry. I am happy to call him a friend also!

Will Rolfe also, working closely on the festival side of the business across POD (which we acquired recently) with Forbidden Fruit Festival, All Together Now and launching In The Meadows. A totally different perspective on promoting and festival curation. We keep each other on our toes… on and off the football pitch.

As a new boss, what one thing would you change to make the live entertainment industry a better place?
People willing to pick up the phone more often and discuss rather than emailing back and forth, tone can often be misplaced and misinterpretations can be made through email.

What would you like to see yourself doing in five years time?
Hopefully still doing this with my family!

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