ATC Live Welcomes Lucy Atkinson, Promotes Alice Hogg

ATC Live announced that Lucy Atkinson joined the company as agent. She’s joining from Earth Agency, where she started as an assistant in 2015, building her reputation from the ground up by developing a number of influential acts who have pushed at the boundaries of music, art and creativity.

Her 30-strong roster of artists includes Sega Bodega, Erika de Casier, Alice Glass, Debby Friday, Soo Joo, and Ecco2k. They will all bolster ATC Live’s representation in electronic music.

ATC Live will also benefit from Atkinson’s forward-thinking approach to talent development beyond the live performance. Notably, she has helped broker a number of innovative brand campaigns, including Ecco2k with Bella Hadid for Marc Jacobs eyewear, Deijuvhs for Versace Jeans Couture, and a collaboration between sim0ne, ASOS and Mixmag at East London’s Colour Factory.

Atkinson’s live values and ethos reflected that of ATC Live, the company added, pointing to her speaking engagements on key issues in live music across media platforms and conferences.

ATC Live also promoted Alice Hogg to the newly-created role of head of tour marketing with the following reasoning: “Integrating tour marketing services within the company will enhance ATC Live’s strategic and cohesive approach to artists’ live campaigns. The new department will maximise fan engagement, with tailored marketing strategies across pricing, ticketing and all promotional activities,” according to the press release announcing ATC Live’s latest staffing developments.

See: ATC Live’s Alice Hogg On Going Independent & Breaking Artists In The Digital Age

Hogg boasts 15 years experience across all facets of the live music industry, from event production to talent booking. She joined ATC Live in 2020, and developed a diverse roster of artists including Aaron Frazer, Black Pumas, Cassandra Jenkins, Durand Jones & The Indications, Joshua Idehen and Yuuf. She previously held positions at Live Nation Entertainment and UTA. Her roster will continue to be represented by ATC Live.

Hogg’s background and strengths in collaboration and communication make her the ideal candidate to build ATC Live’s new tour marketing department, which “will be the glue that brings our partners together across a tour campaign, ensuring the collective focus is the continued growth of the artist and their long term careers.”

Alex Bruford, MD, founder, ATC Live: “These are exciting times at ATC Live, and we’re delighted to welcome Lucy and her artists to the company and to announce this much-deserved promotion for Alice.

“Lucy shares our commitment to deliver the best possible results for artists while maintaining respect for all involved. She has developed an outstanding roster through her tenacious yet personable approach, and the entire team are all incredibly excited to work with her.

“The decision to increase our resources around tour marketing is also significant and indicative of the growing range of services that ATC Live can offer our clients. With her wide ranging experience, Alice is the perfect candidate to launch the department and I am delighted we can help her progress in the next stage of her career.”

Lucy Atkinson commented, “I am super excited to begin this new chapter with my roster at ATC Live. I am really energised by the environment and shared ethos, providing me a place where I can continue to work with groundbreaking artists.”

Alice Hogg added, “I am thrilled to be stepping up to the position of Head of Tour Marketing at ATC Live. In a digital age, tour marketing is one of the key components of a tour’s success and ensuring we have a proactive and tailored approach for our artists is absolutely paramount. I’m delighted to have found a position that supports our talented roster, and enables us to find even more creative ways to connect our artists with their fans.”

Founded in 2011, ATC Live is one of the world’s largest independent agencies, working with over 570 acts such as Amyl & The Sniffers, Adrianne Lenker, Big Thief, Black Country, New Road, Black Pumas, English Teacher, Faye Webster, Fontaines D.C., Good Neighbours, Jamie Webster, Jungle, Nick Cave & The Bad Seeds, PJ Harvey, Royel Otis, Squid, Sleaford Mods, The Lumineers and Yard Act.

ATC Live is part of the ATC Group of companies, alongside divisions in artist management and artist services including merchandising, e-commerce, live streaming, event promotion and experiences.

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