The New Bosses 2024: Meera Patel, WME

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.

Meera Patel is responsible for the ticketing, promotion, and marketing efforts for music touring and non-traditional tours globally. She represents a diverse roster of clients across all genres, such as Anne-Marie, Tom Grennan, Loyle Carner, Camila Cabello, Max Richter, The Rest is Politics, Keane, Lainey Wilson, Quentin Tarantino and Nas, to name a few.

How does the role of a tour marketing agent differ from that of a traditional booking agent?
As tour marketing agents, our primary focus is the announcement and on-sale of a tour, managing the entire campaign leading up to the shows. We handle all aspects of marketing, promotion, press, and ticketing, and go in depth with all the details. One of the most rewarding aspects of being a tour marketer is the opportunity to work across all genres of music and non-traditional shows, providing us with a diverse and comprehensive perspective on how to market various events.

You work with a diverse range of clients. What events or tours are you most looking forward to in the year ahead?
There are countless shows I’m excited about, but a couple truly stand out. Tom Grennan’s biggest show to date at Gunnersbury Park and Nas’s Illmatic 30-year anniversary tour are particularly noteworthy to me.

“The live side always intrigued me, and the more I learned about it, the more I wanted to pursue a career in that area”

Before you started in music, did you know about the roles of agents? If so, how did you find out? And if not, likewise, how did you discover that such jobs existed?

Initially, I only knew about labels and management. It wasn’t until I began interning and talking to friends in the industry that I discovered all the other facets of the music business. The live side always intrigued me, and the more I learned about it, the more I wanted to pursue a career in that area. I was elated when I got the job at WME.

What has been the highlight of your career so far?

Being promoted to a tour marketing agent in under three years is my biggest achievement so far. Additionally, I’ve had the opportunity to work on some incredible tours, including Keane’s Celebrating 20 years of Hopes and Fears and Luke Combs’ 2023 world tour.

What do you do outside of your job to relax?

I make it a priority to spend quality time with family and friends, enjoy cooking, stay active by going to the gym, and love to travel, with hopes of doing much more in the future.

What advice would you give to anyone who is trying to find a job in live music?

Be passionate, be persistent.

As a new boss, what one thing would you change to make the live entertainment industry a better place?

To amplify female voices at the table and to have more women in senior positions across the board.

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