Pollstar Live! 2024 Panel Preview: Booking/Artist Development, Names To Watch

February 7, 9:15-10 AM, LA Ballroom P2

Moderator: Starr Butler-Jemison, Oak View Group
Brittanie Delava, AEG Presents
Jen Hass, I.M.P.
Alex Maxwell, Live Nation
Jacqueline Reynolds-Drumm, CAA

Bookin’ ain’t easy, especially in the new Golden Age of live entertainment we are living in. As coronavirus cases dropped and restrictions were lifted in 2021, a live industry that was shut down for nearly a year made a remarkable comeback and continues to ascend to unprecedented heights. 2023 was a record year for many companies and artists, and while busy is good for any business, such demand and growth can present many challenges for bookers.

So, what will 2024 look like for those who book our beloved concerts? A panel of experts will look into their crystal balls and provide Pollstar Live! attendees their insight on the artists hitting the road and strategies when it comes to booking shows and developing talent. The discussion will be moderated by Starr Butler-Jemison, Oak View Group’s senior vice president of content development and private events, and features an all-female group of speakers including Brittanie Delava (vice president of global touring at AEG Presents), Jen Hass (co-head of booking department at I.M.P.), Alex Maxwell (vice president of touring at Live Nation) and Jacqueline Reynolds-Drumm (Creative Artists Agency agent).

“[I hope people take away] an understanding of the importance of investing in emerging artists and how we can play a role in developing them into the next generation of big arena and stadium acts,” says Maxwell.

Hass shares Maxwell’s passion for helping artists reach their potential. “We are in the business of building and developing artists — it’s what I love to do,” she says. “There’s something so incredibly rewarding when you can see an act go from a tiny 200-cap club to playing stadiums and arenas, knowing we were able to play a small part in helping grow them in the Washington, D.C. area. There are so many new and exciting young acts coming up, so I’m looking forward to discussing who is on everyone’s radar and how each of the panelists approach artist development in their own unique way.”

Reynolds-Drumm can certainly attest to the excitement of seeing an artist grow. She represents Duckwrth, who has opened for Billie Eilish and performed at notable music festivals but hit some road bumps in 2022 due to a lack of spaces and inflated production costs.

“Coming out of a pandemic, the challenges we’ve seen as talent agents being in the music space is oversaturation. There’s a lot of artists trying to make up for lost time,” Reynolds-Drumm told Pollstar in October 2022. “Because of that, there are not as many venue availabilities. Sometimes the routing can end up being really taxing because it’s not as perfect as we’d like it to be. There’s also a lack of resources, whether that’s in production or something even more simple, like a tour bus.”

With companies reporting record profits and box office records being broken, it’s likely such challenges will continue for artists and agents this year, but the panel’s group of seasoned bookers will look to give their tips on how to maximize each show. Butler-Jemison already provided one while moderating the “Top 5 Booking Strategies from Top 5 Venues” panel at the International Entertainment Buys Association conference four months ago: “Our business is obviously heavily related to relationships. And with those relationships, our business thrives.”

That is just one of many kernels of advice Butler-Jemison and the other panelists will provide on Feb. 7.