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ILMC 35: Industry heads tackle big topics

ILMC 35 kicked off with the traditional Open Forum session with this year’s host, Maria May from CAA, addressing a swathe of issues, while looking back on a monumental year for live music around the world.

May noted various statistics about the growth of the business in 2022, including the fact that ticket prices for Pollstar’s top 100 tours had increased by more than 10%, before posing a question to her guests about whether those biggest-selling productions should be doing anything to support the grassroots side of the business.

Obi Asika from United Talent Agency noted that the year ahead was looking like it would be the strongest he has ever had, reporting that his dance music and afrobeat acts were doing great business. And answering a question about the stadium business harming grassroots, he stated, “I’m more worried about the stadium effect on festivals. But I don’t see it as an issue; it’s just different.”

“We have to be brave and inclusive if we want to have new headliners”

When it comes to helping grassroots acts, he added, “We have to be brave and inclusive if we want to have new headliners.”

Q Prime Management’s Tara Richardson contested: “There’s a whole generation of ticket buyers who have skipped [going to] sweaty clubs because they have been stuck indoors during the pandemic.”

But she agreed that perhaps stadiums could support grassroots venues through sponsorship or some other system. “The record labels and publishers develop talent, but the live side seems to be the only part that does not throw money back toward grassroots,” she observed.

Addressing the issue of spiralling costs, Herman Schueremans of Live Nation Belgium admitted that most people in the business had not expected such big rises. “The bottom line is that it’s a thing of give and take – listen to each other and be nicer to each other,” Schueremans pleaded. Looking back at 2022, he reported, “By respecting people and paying part [of the money] in advance and the balance the day after show, it worked really well.

“You cannot avoid rising costs – you have to live with it and deal with it. It might mean we have to work harder but earn less. Making a profit is important, but it’s not the most important.”

“The live side seems to be the only part that does not throw money back toward grassroots”

On a related note, talking about all the various challenges that the live sector is facing, Asika pointed to the example of some of his African artists who have had all kinds of obstacles to overcome to establish careers outside of their own countries. “However complex it is, we can figure it out,” he said. “There are enough ideas and enough good people to figure it out – it’s part of the fun.”

Tackling the controversial topic of dynamic pricing, John Meglen from Concerts West noted, “Most shows do not sell out, but at the very high end it’s a very simple supply and demand issue [and] dynamic pricing is a business decision. If you sell a ticket for $100 but then watch it be resold for $500, the artist should be receiving that money, not the tout.”

Meglen suggested that blaming the ticketing system for any issues was a cop-out. “It’s up to us to set those business rules – we cannot be blaming the ticketing systems, he said. “We have an issue of pricing, and we have a resale issue. We need to make sure that the money [remains] in our business. If we’re getting market value for our tickets, the artists are going to earn more and it’s not someone outside business making the money.”

Q Prime’s Richardson drew comparisons with the price of theatre tickets when it comes to tour pricing, but also had a pragmatic idea on how the teams involved in tour planning could better handle the subject. “Maybe there needs to be a middle ground where we involve tour accountants before we route – and we have a plan A, plan B, and plan C for the tour and the production, depending on the ticket price.”

“We have an issue of pricing, and we have a resale issue”

The session also looked at how the live music industry can attract a more diverse workforce, with the speakers agreeing that more needs to be done – from the top of the business downwards – to make true and meaningful progress.

Engaging in a debate regarding the environmental impact of the live music sector, Schueremans revealed, “At Rock Werchter 2022 we recycled or recouped 95% of our plastic. It was a hell of a challenge, but we did it and we should not just be doing it as festivals, we need to do it at all shows.”

However, Richardson concluded that rather than beat up the festivals and tours, “We’d be better off having a huge industry lobby to do something about the six big companies who are contributing most to carbon emissions.”


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Obi Asika on what’s next for Afro Nation

Afro Nation co-founder Obi Asika has told IQ that further international growth could be on the cards for the world’s biggest Afrobeats festival.

Burna Boy and Wizkid will headline the brand’s debut Miami, Florida edition, presented by Event Horizon, SMADE and Live Nation at LoanDepot Park from 27-28 May, while previous Afro Nation festivals have taken place in Africa, Europe, and the Caribbean since the brand launched in 2019.

“We launched Afro Nation Miami recently and would love to do more shows in the US,” Asika tells IQ. “Brazil would be an incredible place to host an Afro Nation show and it is very much on our roadmap for the future, and of course more shows on the African continent.

“A lot goes into selecting locations for an Afro Nation festival, the beauty of the site, event infrastructure, travel logistics and accommodation for guests, but most importantly, everywhere you’ll find an Afro Nation event will be bringing joy to sites of cultural significance around the world.”

“Afrobeats is still a relatively new genre in terms of worldwide popularity and we are on a mission to help elevate the next generation of global superstars”

Event Horizon co-founder Asika has been co-head of UTA’s UK office since the company acquired his Echo Location Talent Agency in 2021, and will appear on The Open Forum: The industry health check panel at this year’s ILMC.

The leading agent stresses the importance of Afro Nation providing a platform for the next generation of talent, as well as showcasing globally renowned acts.

“Afrobeats is still a relatively new genre in terms of worldwide popularity and we are on a mission to help elevate the next generation of global superstars, so it was incredible to see such an enormous outpouring of love for artists such as Rema, CKay, Major League DJz and Uncle Waffles, as much as it was humbling to see how far artists like Wizkid, Davido and Burna Boy have come,” says Asika.

“We’re sure to witness some big moments with artists on an impressive trajectory like Fireboy DML and Asake this summer, and also like bringing massive non-English language acts like Dadju to even wider audiences.”

Last year, the festival marked its North American debut with Afro Nation Puerto Rico, as well as its return to Portugal for the second time and Ghana, for the first time since 2019. A Mexican edition had also been planned for September 2020, before the pandemic intervened.

“In 2023, we will be building on our VIP experience, elevating the beach club events and really optimising the stunning site that we build this festival on”

The 2023 Portugal event is scheduled for Portimão from 28-30 June, headlined by Burna Boy, 50 Cent and Booba.

“We’ve just announced the first phase line-up for Afro Nation Portugal 2023 and are really excited about the opportunity with the show this year,” says Asika. “We always strive to represent as many genres and artists from as many countries as possible, led by Africa, and we have a great platform to build on after an incredibly successful event in Portugal last year.

“2022 saw a great deal of change, with a huge, brand new main stage, raised production levels and a completely unique backstage artist village concept that we commissioned. In 2023, we will be building on our VIP experience, elevating the beach club events and really optimising the stunning site that we build this festival on.

“Evolving our infrastructure in an aesthetically pleasing way that is harmonious to our beach setting is incredibly important to us, in the same way we always look to support the local industry and economies by working collaboratively and constructively with everyone around us.”

Asika says ticket sales for Afro Nation Portugal’s 2022 edition “surpassed all our objectives” despite logistical issues related to the pandemic.

“The Portugal show doubled in size and we sold 50% of our tickets for 2023 before we even announced our line up, so we have built an incredibly loyal fanbase for the brand,” he says. “There were difficulties in getting access to certain equipment as our industry still felt the after effects of the pandemic and one thing we have done as a business to combat that is to invest more in owning our own inventory. For example we have invested into owning our own main stage, security barriers and steel shields to use at our festivals in Portugal and West Africa, and also to allow touring artists and other promotions – such as Global Citizens and Black Star Line Festival in 2022 – to access it.”

“We are generally hearing good things about ticket sales and if you have a strong brand with a clear identity then people will keep buying tickets”

He continues: “One issue we have faced with building events in multiple territories such as Ghana, Puerto Rico, Miami and Portugal is around artist travel and visa difficulties, but this is part of our commitment to having as much global representation on stage as we possibly can.

“Ticketing can also be an issue, a process we want to make as easy and accessible as possible, so we have partnered with Easol to sell our tickets and introduced them to African payment gateways so they can take payment from customers using African cards. We pride ourselves on partnering with innovative technologies and removing obstacles in the industry.”

While Asika acknowledges there is some concern in the live events industry over the potential effect on ticket sales from the cost of living crisis, he is feeling positive about the season ahead.

“We are generally hearing good things about ticket sales and if you have a strong brand with a clear identity then people will keep buying tickets,” he adds. “Due to the backlog from Covid there were too many shows last year. Now things are back to normal and we broadly have a positive outlook on the events industry. The travel industry also seems to be recovering well and, as a promoter who offers international event experiencers, that’s very promising to see.”


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Marty Diamond, Obi Asika and more confirmed for ILMC 35

More major industry executives have been confirmed for ILMC 35: Spa & Last Resort, as the countdown to the conference begins.

Joining CAA’s Maria May on The Open Forum: The industry health check are Obi Asika from United Talent Agency and Herman Schueremans from Live Nation Belgium/Rock Werchter.

Elsewhere, Wasserman Music’s head of global music Marty Diamond and Jenny Hutchinson from Bristol Ashton Gate Stadium take part in The View From The Top: Stadiums & large-scale shows.

Meanwhile, Jane Beese from Manchester International Factory will chair The State of Independents: Opportunity knocks.

Emma Bownes of The O2 and John Drury from OVO Arena Wembley take the helm for The Venue’s Venue: The cost of live-ing, while eps chief Okan Tombulca chairs IPM: The great production debate.

The final round of the Alia Dann Swift Bursary Scheme opens today

ILMC’s resident tech guru Steve Machin from Vatom will head up New Technology: The fitness test, and Festival Forum: Mud baths & outdoor pursuits will welcome Yourope’s Holger Jan Schmidt as its chair.

Also, the final round of the Alia Dann Swift Bursary Scheme opens today (6 January). The scheme offers a complimentary pass and mentoring opportunities to 30 professionals this year, courtesy of ASM Global.

The closing date for the final round is Tuesday 14 February. To find out more and apply, click here.

ILMC Spa & Last Resort will welcome over 1,200 of the world’s top live music professionals from over 40 countries to the recently upgraded Royal Lancaster Hotel in London from 28 Feb–3 March 2023.

Full information about the conference is at


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More speakers confirmed for IFF 2022

The latest round of guest speakers and conference topics have been unveiled for the International Festival Forum (IFF) 2022, ILMC’s invitation-only event for music festivals and booking agents.

United Talent Agency’s UK office co-head Obi Asika is the first industry leader confirmed to join host James Drury (ILMC) for The Festival Season 2022, to discuss the key challenges organisers have faced as we look forward to a smoother 2023.

Wasserman Music’s Adele Slater (UK) and Chris Payne (WME, UK) will appear alongside IQ Magazine‘s Gordon Masson and Smash!Bang!Pow! CEO Nikolaj Thorenfeldt (DK) on Festivals & Agents: Happier than ever? to examine the main ingredients powering our multi-billion dollar business.

And Barbara Hexges (Superbloom!, DE) will speak at The New Kids on the Block, a quickfire presentation session of every key new festival and agency that’s emerged in the last 18 months, alongside Stephan Thanscheidt (Tempelhof Sounds, DE) and Jess Kinn & Sean Goulding from One Fiinix Live (UK).

The first 400 delegates from 26 countries are now signed up for IFF 2022

IFF 2022 will offer the usual plethora of networking, showcases, panels, and parties – all taking place between 27-29 September in London. Check out the first speaker announcement here.

The first 400 delegates from 26 countries are now signed up, with demand for IFF 2022 passes proving higher than ever.

IFF’s new delegate hub, the Holiday Inn in Camden, will be transformed into IFF Central for three days and host conference sessions, private parties and meetings, and speed dating for attendees.

Wasserman Music, WME, CAA, UTA, Primary Talent, ATC Live, X-Ray Touring, Solo Agency, Pure, One Finiix Live and Earth Agency are among the first to back the 2022 edition as agency partners, many of whom will present showcases featuring the hottest new talent.

Full information about this year’s event, including how to apply for a pass, is online at


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Agent Rebecca Prochnik switches to UTA

Senior music agent Rebecca Prochnik has joined UTA as director of creative strategy, UK music.

At Earth Agency, which she co-founded in 2014, Prochnik represented a roster of independent artists including Skepta, AJ Tracey, JME, Deerhunter, Vanishing Twin, Kode 9 and Black Lips.

“The times we’re living through have expanded all manner of approaches and perspectives across the board,” says London-based Prochnik.

“I’m delighted by this unique opportunity to combine energies with the incredible, in-depth universe of UTA to lift the roof and broaden the pathways in what is an immensely transformative time for artists and agents alike.”

“Rebecca has an unparalleled reputation for helping independent talent break into the mainstream music landscape”

“Rebecca has an unparalleled reputation for helping independent talent break into the mainstream music landscape, and she has demonstrated exceptional creativity and entrepreneurship throughout her career,” says Obi Asika, co-head of UTA’s UK office.

“She has achieved great success in her leadership of Earth Agency, and we are thrilled to welcome her to UTA.”

Earlier this year, UTA acquired Echo Location Talent Agency, which was founded and led by Asika. The deal brought artists including Diplo, Major Lazer, Marshmello, Alesso, Wizkid into the UTA fold for international representation.

Asika now leads UTA’s UK office alongside Neil Warnock.


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UTA acquires UK’s Echo Location Talent Agency

UTA today announced it has bought Obi Asika’s London-based Echo Location Talent Agency in a deal that will see Asika assume the role of the conglomerate’s UK office alongside Neil Warnock.

Financial details were not disclosed, but in a statement the companies said that the deal “further enhances UTA’s global music footprint and will provide Echo’s clients with access to the company’s full-service resources and capabilities.”

UTA CEO Jeremy Zimmer comments, “Obi and his team have built an impressive business and have done excellent work taking their artists to the next level.

“He is a highly respected leader in the music industry and is well-versed in the global entertainment marketplace. This acquisition further amplifies our efforts to expand UTA’s presence, and I know that alongside Neil, Obi’s leadership, drive, and passion will be a vital addition not only to the UK office, but for UTA at large.”

“Obi is a highly respected leader in the music industry and is well-versed in the global entertainment marketplace”

As co-head of the UK office, Asika will be responsible for driving UTA’s growing music business as well as expanding existing practice areas including comedy, sports, marketing, and other verticals. Asika will report to co-heads of worldwide music, Samantha Kirby Yoh and David Zedeck.

For his part, Asika says, “Throughout the years, Echo has been approached by several suitors, and as we evaluated the agency landscape, UTA’s strength, ingenuity and true commitment to their artists really stood out. UTA was ultimately the perfect fit.

“Jeremy, Sam, David, and Neil have shown strong and thoughtful leadership as they have built out the music division and the company’s global influence. I am so proud of what the team at Echo has achieved and I am fired up as to what we can all accomplish together.”

Joining Asika in the move across London to UTA will be senior agent Belinda Law and staff including Myles Jessop, Tom Jones, Jack Clark, Hannah Shogbola, Kazia Davy and Ishsha Bourguet.

“As [Echo] evaluated the agency landscape, UTA’s strength, ingenuity and true commitment to their artists really stood out”

UTA will also add Echo Location artists such as Alesso, Bugzy Malone, Chase & Status, Davido, Diplo, Galantis, Gorgon City, Giggs, Hannah Wants, Major Lazer, Marshmello, Pendulum, Pa Salieu, Sampa The Great, Teni, Clara Amfo, Mistajam, Charlie Sloth, Ocean Wisdom, DJEZ, and Wizkid to its international roster.

Those Echo clients will now have access to UTA’s full scope of services across multiple practice areas including fine art, licensing, branding, video games, digital content, publishing, television, motion pictures, public speaking and more.

Echo Location was founded in 2012 by Asika and represents a diverse roster of clients across multiple genres, focussing on Afrobeats, Grime, Drill, Hip-Hop and Electronic music.

The acquisition follows a number of deals that UTA has completed during the pandemic period, with the agency’s music division adding several senior executives and agents to its ranks across multiple offices during the past 12 months.

Its new hires include partner and co-head of worldwide music, Samantha Kirby Yoh, who is based in New York; agents Jeffrey Hasson, Brett Saliba and Jenny DeLoach, who are based in Nashville; agents Robbie Brown and Matt Meyer and coordinator Natalie Koe, who work out of Los Angeles; and agent Carlos Abreu, who is based in London.

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Agents of Change: The agency business in transition

On 20 October, five US agents, all formerly of Paradigm Talent Agency, announced the formation of Arrival Artists – a brand-new booking agency with offices in New York, Los Angeles, Chicago and Seattle, a roster that includes the likes of Sufjan Stevens, Khruangbin and BadBadNotGood, and a partnership with European agency ATC Live for global representation of acts shared across both rosters.

Following the termination of hundreds of jobs by the Hollywood-headquartered global agencies since the start of the coronavirus pandemic, it’s the kind of news observers of the agency space have come to expect – a group of agents from one multinational join forces and go independent – and follows the launch of two other new US indies, TBA Agency and Mint Talent Group, in late August and mid-September, respectively, and the likes of Route One Booking and Jon Ollier’s One Fiinix Live in the UK earlier this month.

The resurgence of the independent agency, and the apparent fracturing of the corporate giants following years of consolidation, is being watched closely in the broader live music world, where rumours abound of further agency launches and rebrands – including in Europe – in the months ahead.

Nowhere is this more the case than in London, where recent mergers include Primary Talent with ICM Partners and K2 Agency with Artist Group International. And while uncertainty reins, takeovers, strategic pacts and new ventures will all be under consideration for every business.

“It’s clearly a very challenging time for anyone working in live music at the moment,” says ATC Live’s Alex Bruford, whose roster includes Nick Cave, The Lumineers, Metronomy, Black Pumas and Fontaines DC. “No matter the size of the business, if your company relies on live touring, and there is no touring, it’s very difficult.”

“The idea in agency culture has long been geared towards an idea of ‘the bigger the better’”

“Clearly, we all have had to face major challenges in 2020, and we will continue to have significant challenges thrown at us for some time,” agrees Angus Baskerville, partner at 13 Artists, who works with artists including George Ezra, Brittany Howard, Jamiroquai, Michael Kiwanuka, Benjamin Clementine and Paolo Nutini.

But are ATC Live, 13 Artists and other UK-based indies such as ITB, Asgard, Midnight Mango and smaller boutique firms, better placed than their corporate cousins to survive, and even thrive, during the current crisis? With concert activity on hold, is it actually a blessing to be free of the structure of a large company – and are we witnessing a new era of independence in live music booking, the likes of which we haven’t seen for the best part of a decade?

Bigger: not always better
The past seven months have done much to expose some of the myths of pre-Covid thinking within the business, according to Earth Agency’s Rebecca Prochnik, who represents artists including Skepta, JME, AJ Tracey and Nines. “The idea in agency culture has long been geared towards an idea of ‘the bigger the better’,” explains Prochnik. “For a long time, the structural strategy of the larger agencies has been upscaling teams around artists, to provide a more intensive job. While I understand the reasoning, the model creates a lot of employment volume, and in fact the potential for disconnection that has never made full sense to me.”

“Sometimes I look at some of the bigger agencies, and you have too many agents or bookers squabbling over every artist that comes in,” echoes Obi Asika, founder and CEO of Echo Location Talent (Marshmello, Da Baby, Wizkid, Chase & Status, Pendulum, Major Lazer, Giggs). “Many artists have multiple agents, in part to ensure no one agent has too much power over the wider agency. That’s not workable anymore. There’s no guarantee this [a concert-stopping pandemic] won’t happen again – you’ve got to be careful of your overheads.”

“Some large businesses will have been better protected than other large businesses going into this, and I’m sure it’s the same for the smaller ones,” adds Baskerville. “Saying that, I do believe the independent sector has the possibility of thriving in 2021 and beyond, as we’re required to modernise and refresh approaches to the way we work – and do that quickly.”

“Independent companies have been able to be more nimble and adapt faster to new ways of working”

For many of the bigger, multinational agencies, the financial impact of this “surplus” is amplified by huge levels of corporate debt, which in some cases amounts to many times their annual revenues.

According to investment banker Lloyd Greif, Endeavor – the parent company of WME – is shouldering a staggering US$5.1 billion debt, while CAA has $1.15bn coming due in 2026, in addition to a $125 million revolving credit facility. Paradigm, meanwhile, is believed to owe around $80m, following multiple debt-financed acquisitions over the past decade.

Paul Boswell, of Free Trade Agency (The National, Tones and I, Wilco, Tash Sultana, Violent Femmes), says he believes that while the live entertainment shutdown is “clearly bad for all,” it will “hurt those that practice borrow-and-buy capitalism the most.”

“As an independent business, we’ve always been careful not to fall for the seductive culture of living beyond our means: even if money is flowing, we’ve stayed low to the ground on spend,” adds Prochnik. “We’ve always had a culture of working remotely – of needing an office solely for the wellbeing and connection of our staff community, rather than for external business. Throughout my career, I’ve taken my meetings in cars, in cafes, in parks, on the phone… It’s really only ever mattered that I can relate well and do a creative job for my clients as needed.

“What Covid’s done is blow away the myth that an independent attitude is a quirk. Big offices, gleaming receptions, plaques on walls, meeting rooms, games rooms, listening rooms… At the end of the day, those things are all just optics, and ones which suddenly seem tremendously outdated. None of those things shape business in a meaningful way…”

“When the dust settles, there are going to be huge changes”

“The importance of having an office as a status symbol – that, for me, has gone,” adds Asika. “You don’t need a shiny office, and you also don’t need people coming into work every day; if you don’t trust the people working for you, that’s a problem. I’ve enjoyed being at home with my family, and I want that flexibility for my business and staff.” “This virus is terrible, but there are potentially worse ones in the future,” he adds. “And when that comes, you want to be the little speedboat nipping around, not the big cruise liner…”

Agrees Prochnik: “Independent and smaller agencies tend to have a shared personality of sourcing and creating whatever there is to do, thinking outside the box, breaking moulds in order to make business work. I think this inherent culture of flexibility, nimbleness and creating value out of thin air is invaluable in these new times.”

“We’ve seen with companies across our sector, from agencies to promoters to ticketing companies, that often the larger the organisation – and therefore the higher the overheads – the harder hit they have been,” says Bruford. “In many cases, independent companies have been able to be more nimble and adapt faster to new ways of working, new opportunities and the changing landscape.”

The great equaliser
According to Asika, “When the dust settles, there are going to be huge changes” across the agency sector as a result of the current “correction.” “From the value of artists, to where people work, what people have started in this time, what new companies pop up… there are all these things happening in the background, and it’s going to have a long-term impact,” he predicts.


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Learning & growing: 12 key lessons from the corona crisis

The latest issue of IQ Magazine features a bumper coronavirus special report that delves into the lessons learnt from the crisis, various governments’ responses to the pandemic, and predictions for the shape of the industry’s post-Covid-19 recovery.

Here, we look at the key business takeaways from the global concert business shutdown, with a little help from Paradigm’s Alex Hardee, Echo Location’s Obi Asika, Yourope’s Christof Huber and more…


1. Entrepreneurialism and creativity remain at the heart of the industry
While much of the debate in the live music sector in recent years has centred around independent versus corporate approaches, when the shit hit the fan the spirit of entrepreneurialism has shone through.

Artists around the world have been streaming live shows and content to maintain their relationship with fans, while companies big and small are thinking outside the box and going above and beyond to help out employees, crew and others in the business, financially and though other support packages.

“We adapt fast and we can deal with the curveballs,” comments Live Nation Belgium’s Herman Schueremans. “We are resilient and artists and fans will always find a way to connect.”

2. Technology makes mass home-working a possibility
The use of Zoom, Houseparty, Skype, FaceTime and other video conferencing platforms has helped millions of employees around the world to effectively communicate with colleagues, peers and clients in a way that many would have thought impossible a few months ago.

“Anyone who said home-working doesn’t work was wrong,” says Live Nation chairman of international music, Thomas Johansson.

3. The appetite for risk needs revision
The very nature of the live music industry had historically relied on a cash-flow wing and a prayer, with everyone in the chain relying to some extent on future earnings to pay for their latest projects. The sudden cessation of the business has put this situation into sharp relief, as thousands of event postponements and cancellations have highlighted that the global business could collapse if refunds were mandated internationally.

“You have to have reserves,” states Obi Asika of London-based agency Echo Location. “A lot of this business focuses on the future, prospecting and possibilities. We make bookings really far in advance and now this has shown that anything can happen.”

“This crisis has shown that anything can happen”

4. Every day brings new challenges
It seems that as long as the coronavirus pandemic continues, uncertainty will be the new norm. Agents, promoters, artist managers, venue operators and everybody in the production supply chain are working incredibly hard to make sure things are ready for business to resume, but with no concrete dates to work toward, the planning process is never-ending.

“We make plans and strategise and then overnight something happens and the next day we have to start all over again,” says Paradigm’s Alex Hardee. “When I’m doing my P&Ls at the moment, they are all Ls.”

5. Government intervention is crucial
The live music business has a long and proud tradition of policing itself and trying hard to stay ahead of the curve when it comes to issues like health and safety and self-regulation. However, it has become apparent in the coronavirus environment that businesses involved in the live entertainment sector need the co-operation of government and local authorities to survive.

At the time of writing, summer festivals in some countries are still waiting to announce 2020 cancellations because they have not been told by government that they cannot hold this year’s events, meaning that promoters could be liable to pay artist fees if they take that sensible decision themselves.

“There’s a fear among promoters when it comes to announcing festival cancellations, because nobody wants to lose the momentum when difficult decisions need to be taken,” says Christof Huber of European festival association Yourope.

6. One rotten apple can spoil the barrel
The domino effect of a cancelled show has never been more apparent than during the economic shutdown. Artists often rely on the revenues from certain key festival or headline dates to pay for visits to less lucrative markets, and the cancellation of one or more of those key dates can put the whole tour – and, therefore, other festival shows – in jeopardy.

With the pandemic amplifying this situation more than ever before, festival organisers who perhaps previously viewed each other as rivals have been working closely on key announcements and strategies.

“We make plans and strategise and then overnight something happens, and the next day we have to start all over again”

7. Honesty is the best policy
With millions of people suddenly and unexpectedly facing redundancy, business owners and senior management around the world have never been under greater scrutiny. However, early and continued communication has proved invaluable during the halt to commerce and, by and large, people who have been included in the hard conversations have accepted that everyone is in the same boat because of this global crisis.

“If you are transparent, honest and upfront with people, then when you have to make difficult decisions the reaction of people can pleasantly surprise you,” reports Paradigm’s Hardee.

8. There goes my hero, he’s ordinary
People that society has taken for granted are stepping up and putting the health of themselves and their families at risk to make sure the rest of the world’s suffering is minimised. Health workers, carers, supermarket employees, teachers, sanitation staff, pharmacists, truck and delivery drivers and many more ‘ordinary’ people are the true heroes of the hour.

9. Insurers need to take a long hard look at themselves
There’s no need to mention any names, but for reference have a look at Hellfest’s website about the small-print cowardice that has been manipulated to shirk responsibility. To quote our French comrades: “Fuck you!”

10. Coronavirus is kryptonite to the super-touts
As much as the legitimate live music industry is reeling from cancellations, postponements and having to deal with refunds and other unexpected costs, the situation for the secondary ticketing business is even more dire, as many super-touts have to deal with inventory they can no longer shift.

Having agreed a highly controversial $4 billion deal that would see it merge with Viagogo, in late March, StubHub announced it was furloughing two thirds of its staff, and company policy on refunds would change, whereby purchasers of tickets to cancelled events in North America would now be offered vouchers, rather than refunds. Cue class-action lawsuits.

With StubHub now reportedly struggling hard and Viagogo saddled with debt, the future for the world’s biggest secondary ticketing platforms looks precarious to say the least. “In the context of the unprecedented crisis being played out in all our lives, this could well be one the most poorly timed acquisitions in recent corporate history,” says Adam Webb, campaign manager for FanFair Alliance.

2021 could prove to be live music’s most important year ever

11. Trade associations and industry collectives are proving their worth
In days gone by – and they are not that long ago – the live music industry was a cutthroat, highly competitive battlefield where often ludicrous deals would price others out of the game, all in the name of market share.

Coronavirus has levelled the playing field somewhat, and it’s heartening to witness just how quickly previously warring factions have come around the table to collaborate and agree sensible paths forward to try to minimise the impact on staff, suppliers and, of course, the artists. Hats off to the many trade associations and organisations who are lobbying parliaments, government ministers and local authorities on behalf of the business – you have never been so important to the livelihoods of so many people.

“[The corona crisis has] certainly made me realise the huge importance of associations and representative bodies,” says Kilimanjaro Live boss Stuart Galbraith. “Government don’t want to talk to individual commercial organisations, but they will talk to the Concert Promoters Association, AIF, UK Music, etc., and there’s been huge co-operation between [the associations] as well. Because it affects everybody.”

12. It’s only rock’n’roll… but I like it
As lucky as we are to have careers in such a great industry, at the end of the day it’s only rock’n’roll. Yes, it’s important for culture and for people’s happiness and wellbeing, but people we know are dying – relatives, friends and neighbours – and the battle to minimise that death toll far outweighs any gig, tour or event (or shareholder expectations, for that matter).

However, the hundreds of musicians and artists who are livestreaming to entertain millions of fans confined to their homes shows that the power of music is as strong as ever. Once we emerge from this dark period, people will be clamouring to get out, socialise and see their favourite acts.

Twenty-twenty is undoubtedly going to take its toll, but for those able to remain in the business, 2021 could prove to be live music’s most important year ever.


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New signings and rising stars (Jan–Feb 2020)

Pa Salieu, a new signing for the UK’s Echo Location Talent, is among the acts added to the rosters of international agents at the beginning of the new decade.

Find out more, including a full list of new signings, below…


Pa Salieu (UK)

Agents: Obi Asika and Jack Clark, Echo Location

Pa Salieu is a 22-year-old rapper from Coventry, England. He is proud of his Gambian heritage, fluent in Wolof and keen to represent his culture wherever possible. Pa has a deep-rooted belief that music is a calling bigger than him, whether that’s down to his family tribe’s folk music background, or the death of his close friend, AP, which drove him to write his first lyrics.

His new solo release, Dem a Lie, is a big step up sonically, helped by the production of Coolie, who is riding high on the back of his production on fellow Coventry local Jay 1’s hit record Your Mrs.

Agents Obi Asika and Jack Clark are looking at festival opportunities for Pa Salieu in summer 2020.


For full artist listings, including new signings for Primary Talent, UTA, ATC Live, X-ray, Paradigm, ITB and more, see the digital edition of IQ 87:

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