Music agencies have different philosophies on how they interact with potential clients. There are also many different types of music agency - from small niche ones all the way to large multinational companies.
Depending on who the agency is, you can make contact via their website or myspace or other Internet profile. Some music agencies wont return your email or contact request, but there are many others who make a point to return email or other communications. Especially if the agency is niche specific, they spend a lot of time interacting with the “scenes” in which they operate. They want to keep their fingers on the pulse of what’s going on and so will often be more approachable.
The larger less niche agencies may also be approachable, but generally don’t take many unsolicited calls or emails.
Here is an example of how one small music agency likes to be contacted and interacted with:
As previously mentioned, many music agencies have Myspace and other online profiles.
There are many things that we can do other than just email using these online profiles. For example, we can see who the agencies top friends are, we can see where they hang out, we can see things that they like and don’t like.
I heard one agency recently telling a story about how they met one particular client and then went on to work with them.
The group Myspace messaged one of the agents saying hi and that they would be coming to one of their shows etc.
It’s not clear whether the agent replied or not.
Then at one of the music agencies events, the group approached the agent and introduced themselves. They weren’t pushy, they weren’t needy, they just said “hi” and said that they loved what the agency was doing and that they were big fans of the events that they put on.
They then let the agent get back on with their evening!
Some time later, at another event, the group approached again and said “hi”.
The agent recognized them and they chatted. The group then asked for advice on their demo and if it was ok to ask or the agents email.
Key distinction - they asked for advice.
They didn’t ask for a show or anything, they just asked for an opinion.
Now, this isn’t necessarily going to work all the time, but the concept is strong - build connection and relationships, don’t be pushy/ needy…
The agent then went on to nurture the group and was able to give them some exposure via getting them some good profile shows.
For larger less niche music agencies, this is still a viable approach.
But we must bear in mind, that, as people with power and influence, they are continually swamped.
People want them to put on their band or their act.
So the best way, in my experience, is to attract the attention of the bigger music agencies via a third party.
Find the particular agent and being investigating, but avoid direct contact at first, as they will tend to ignore a lot of requests.
I think this is a reflection of human nature - people who have a lot of requests coming at them tend to get overwhelmed and hence begin to tune out the noise and focus on a select few people to listen to.
And you’ve probably guessed it - it’s these people who you want to target.
So who are these people?
These people may not always be easy to find.
The easiest people would be the existing clients of the agent, e.g., band managers and bands themselves.
Next, to find the others, you have to start becoming a detective…
Who are they following on Twitter? Who are their top friends on Myspace? Who are their friends on Facebook? Do you know anyone who knows them? The underlying point of all of this is that one should be wary of trying to get an agent too early.
- Maybe you don’t have songs that have been tested yet.
- Maybe you don’t have a following yet.
- Maybe you don’t have an online established presence that represents who you are.
- Make sure that when you do approach the music agencies - particularly the bigger ones, that you have this in place.
You have to be ready for them.
