1. 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

2. Revenue from Live Entertainment is UP!

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

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

5. 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.

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

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

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

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

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

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

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

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

14. 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.

15. 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.

16. 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.

17. 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.

18. 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

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

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

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

22. Speakers like Tour Managers Included

23. Both Classroom and Skype Experience

24. Class Visits to Top Talent Agencies

25. 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.

26. Attendance at Industry Showcases

27. 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

28. The Talent Agencies