The New Music Business with Ari Herstand

How Booking Agents Negotiate

Feb 1, 2024

JJ Cassiere, Co-founder of 33 & West, shares insights on booking agent negotiations. Topics include finding representation, developing new artists, support tours, tour buy-ons, setting up tours for guarantees vs door splits, and merch splits at venues.

59:34

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Episode guests

JJ Cassiere

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Episode notes

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Quick takeaways

Building the right team is crucial for artists to gain recognition and success in the music industry.

Developing new artists involves a combination of factors such as music quality, image, and ticket sales potential.

Effective communication and building strong relationships with promoters and buyers are essential for securing opportunities and negotiating deals for artists.

Deep dives

The Importance of Building the Right Team for Artists

Building the right team is crucial for artists to gain recognition and success in the music industry. Talent alone is not enough, and artists need to have a strong business side as well. This includes putting together the right team of managers, agents, and other professionals who can help guide and support their career.

Introduction

2min

A Diverse and Growing Talent Agency: 33 and West

17min

Building and Growing Artists in the Music Industry

12min

Mechanical Licensing Collective and Opinions on Tour Buy-ons

2min

Buying and Selling Opening Slots

9min

Building Relationships through Communication: The Power of Phone Calls and In-Person Meetings

18min

Artists' Concerns about Venues and Making It in the New Music Business

3min

Order THIRD EDITION of How to Make It in the New Music Business: https://book.aristake.com

JJ Cassiere is the co-founder of 33 & West, an independent talent agency that specializes in the representation of established and emerging musicians, comedians, and film & television entertainment professionals. Utilizing his 20+ years of experience, Cassiere oversees the diverse Music Touring Department alongside his partners, and leads the agency’s Comedy Department, where he has worked closely with well-known, established headliners, while also nurturing emerging talent from the screen to the stage, transforming them into headlining sensations with robust ticket sales, selling out all types of venues around the globe.

00:00 - Welcome

04:44 - JJ Cassiere and how he started 33 & West

12:16 - The roots of 33 & West from the Florida punk metal scene

17:14 - When it comes to representation, what do you look for in a new artist?

21:15 - How important is ticket history when finding representation, and what is your approach with developing a new artist?

29:22 - Support tours and tour buy-ons

39:28 - JJ’s philosophy of picking up the phone

45:46 - How do you set up tours for guarantees vs door splits?

55:04 - Merch splits at venues

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