How to Book National Talent for your Next Event
Booking a celebrity entertainer is more obtainable than ever. There are a few do’s and don’ts along with key information you need on-hand.
Once you have found a reputable agent or “middle agent”, It really all comes down to who you want to hire and how much are you willing to pay. Celebrity status and pricing often go hand in hand, so think supply and demand. If someone is in great demand, they probably have a higher fee to book them. Booking fees range dramatically and sometimes can take you off guard. Here are some notes and tips on hiring celebrities or nationally recognized talent.
-
Know who to call
Booking agents book talent and talent managers typically don’t book talent, however sometimes do. It can be confusing, but he easiest way to find the celebrity you want is by going to a reputable middle agent.
A middle agent is a person who works for you to book the talent, not someone who works for the talent to book them. The middle agents who actively keep in touch with agents and managers, frequently inquire for availability and book talent are taken more seriously and thus get calls back faster. Time is always crucial, so having a reputable agent or middle agent who can get to the right people are of the utmost importance.
Unfortunately, there are many fake agents claiming to have access to celebrities, people who may just “know a guy” and worse- “bait and switch” agents who say they can get someone but then steer you to another act that puts more money in their pocket without having your best interests in mind. Consequently, it’s not always safe to just “Google” to find an agent. Do some research on your agent- Find out who they have a relationship with. Who was the last act they booked? When is their next booking? If they can’t answer those questions immediately, then they are either overstating their reach or are not really relevant in the booking industry.
-
Ensure that you are confident in the agent/middle agent
Your agent should be operating an escrow account to manage the financial aspect of the booking as well as insurance and licenses, if applicable. Not all states require an agent to have a license but all should have insurance when operating a business. An agent should have confident and quick responses and give you regular progress reports throughout the negotiation. The agent should be able to get you information on what a certain talent’s typical fees are and explain the process to you.
-
Establish a budget and understand you may have to meet or exceed that budget
The first thing an agent will likely ask is how much are you willing to offer. This isn’t a used car deal, your opening offer should be reasonable enough for the agents to bring to the table to get an respectable response. Lowballing is frowned upon and will quickly get your offer dismissed. Have your funds accessible, either by bank wire or credit card. We understand that moving large sums of money quickly is scary, but this is typical in this industry. Once you find your agent, trust them because takes a lot of work and finesse on their part and they are only working off a small commission. Certain perks, access or advantages you can offer may also be used as leverage to close a contract, so if you have anything above and beyond money to offer a celebrity, keep it in mind. Your agent should be able to help you figure this out.
-
The type of event you have planned makes a difference
Some celebrities have a specific image they have to keep. Make sure that your event is reasonably in line with that person’s image and things will be easier.
-
Set your expectations from the beginning
Know what you want from said performer/celebrity. Think about how long will they be there, how long of a performance you are expecting, how you will meet them or will the performer include autographs or photos? Above all, try to really think about how you want the experience to be and discuss it with your booking agent to make sure you aren’t disappointed later on.
-
Don’t forget the rider. Is this a buyout?
A rider is a list of requirements the artist has above the booking fee for example: a Hospitality Rider includes details that the talent may need on the day of the performance like meals in the dressing room, bottled water or towels. The Technical rider will include other costs that come with stage production like sound, lighting, instruments etc. A good agent will help negotiate all of these items as well. A “buyout” is the term used when the artist or celebrity team takes care of all aspects of getting the artist to and from the show/venue including transportation, airfare, accommodations and food while there may still be additional components that must be met and paid for in order for your booking to go as planned. If the booking is not a buyout, you may negotiate all of those aspects.
-
Be patient, BE flexible and stay calm
Remember, this isn’t an off-the-rack purchase. Be Patient, give your agent time to make calls, send emails and tactfully push for your booking. Sometimes it doesn’t work out. Always have backup options in mind that you will still be happy with. Allow for the process to take its course. Give yourself enough time to get the booking done. Realistically, it can take weeks or more to even get in touch with the right celebrity representatives and receive answers back. The artists are people too. Furthermore, they have lives, they work, they have families, they take vacations and there may be multiple staff required that they need for your event so they need to take the time to get in touch with everyone. Be understanding of this and your experience will be much better.
