AT Bookings signs up social influencers

Dutch talent agency AT Bookings has established a new booking platform for its roster of internet bloggers, vloggers and other social-media ‘influencers’.

Similar to Kili’s Free Focus in the UK, Amsterdam-based AT will help “national [Dutch] and international artists, personalities and social influencers to develop their live career”, reads a launch statement, offering “professional booking agents to represent them [to] customers, brands and audiences.”

Its roster of influencers includes musicians and beauty, fashion and lifestyle vloggers, all of whom have gained large followings on YouTube and social media.

IQ reported earlier this year on the growing breed of vloggers developing live elements to their careers. Emporium Presents’ Dan Steinberg says YouTubers now make up approximately 15–18% of his company’s revenue.

While tapping into social-media stars for shows can provide a lucrative new source of revenue for traditional music promoters, the legality around hiring them to advertise events has recently been called into question, with several models popular on Instagram facing lawsuits over claims they “made no attempt to disclose to consumers that they were being compensated” for promoting the disastrous Fyre Festival.

Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.