Gloria Green, Assistant Professor Middle Tennessee State University Teaching Talent Agency Fundamentals is Important to Increase Student Learning and Success in the Growing Concert Touring Business Gloria Green, Assistant Professor Music Business Middle Tennessee State University

Revenue from Live Entertainment is UP!

Twenty years ago, the estimated gross touring revenue in North America from concert ticket sales was at approximately one billion dollars. Pollstar Magazine

Last year, according to Pollstar North American ticket sales hit an estimated record of $7.3 billion!

According to Pollstar’s 2016 Year-End Report: The top 100 Tours of North America grossed a record $3.34 Billion. Up 7% over last year’s (2015) $3.12 Billion.

According to Pollstar’s 2016 Year-End Report: Additionally, the Top 100 Acts sold a record 43.63 million tickets. Over 1.5 million more tickets than 2015.

Ticket Counting Stats don’t include shows where there were no tickets sold: Conferences Private & Corporate dates Soft ticket events

Ticket Counting Or non-reporting Buyers who do shows: Churches Schools House Parties

Ticket Counting More shows actually happening More artists being paid and grosses being made More tickets being sold

Growth in Touring Additional Sources of Income from Touring: Artist Merchandise Tour Sponsorships

Growth in Touring According to the Licensing Industry Merchandiser’s Association, licensing now generates $12 billion in revenue, annually.

Growth in Touring Partnering Marketers with Celebrity Superstars has become a $2.1 billion business. Billboard Magazine

Growth in Touring So…if artists are now earning most income from Touring… And the various aspects of the touring market is growing…

Growth in Touring Then Music Business students need to learn more about one of the key players in an artist’s touring career – the Talent Agent.

Fall 2013 In partnership with alumni who are current talent agents, a committee was formed to help develop curriculum that focused specifically on the Talent Agency business.

OBJECTIVE – DEVELOP A COURSE THAT: Focused on the responsibilities of a Booking Agent. Helped students make the connection between the Manager, the Agent, and the Promoter. Helped students better understand the Agent’s role in an Artist’s Career Development.

OBJECTIVE – DEVELOP A COURSE THAT: Taught students the basics of Booking and Routing a tour. Prepared students to be able to compete for internships and jobs in the talent agency business.

Talent Agency Course Curriculum Differences between Boutique and Full- Service agencies Working in an Agency environment Flow Structure of the Agent in the Live Entertainment industry

Talent Agency Course Curriculum Industry Terms Deal Points Types of Fee Structures Basics of Negotiations Tour Routing

Curriculum Design: Course is combine lecture with open discussion Alumni Guest Speakers and Presenters

Curriculum Design: Extensive reading list of relevant articles about the talent agency business Videos with material about top talent agents

Speakers like Tour Managers Included

Both Classroom and Skype Experience

Class Visits to Top Talent Agencies

Talent Agency Tours See the workings of a talent agency. Meet with other music agents. Learn how non-music agent’s jobs intersect with the music artists.

Attendance at Industry Showcases

Creating a Talent Agency Course MTSU Music Business program has established a closer relationship with Nashville talent agencies Keeping alumni connected to the Music Business program Establishing liaisons to help students secure internships opportunities Partnership helps keep curriculum material up to date with the industry

The Talent Agencies