Indie Agency Forge Ahead Touring Launches New Website, Announces ford. Signing

Forge Ahead Touring, the independent music booking agency founded in 2019 by agent Troy Lawton, has launched a new website with featuring a refreshed brand identity to celebrate six years in business.

A new look centers on a modernized anvil mark and streamlined monochrome palette—underscores the agency’s grit, determination, and forward momentum across touring, festival bookings, and strategic partnerships, according to Lawton, who shared, “Our identity has always been about developing durable careers show-by-show” said Troy Lawton, Founder of Forge Ahead Touring. “This refresh is less a cosmetic change and more a signal of how we operate today: forging collaborative partnerships with the promoters, venues, managers, and most importantly the artist we graciously work with—while remaining independent.”

Based in Los Angeles, Forge Ahead’s roster spans indie, alt, and pop-adjacent acts with dedicated fanbases, including late night drive  home, The Strike, New Constellations, ford., Sammy Adams, Xana, Foxtide, Pity Party (Girls Club),  among several other exciting acts. The updated site was designed by Chamarra McCrorey. 

New signing ford., based in Salt Lake City, has been support for artists including Odesza, Jai Wolf, Droeloe, Elderbrook, and will be dropping a new album in Q2 of 2026.

“We remain focused on delivering impactful live opportunities and building sustainable careers for artist while  reinforcing our place among the next generation of independent agencies shaping the live music ecosystem. We’re doubling down on the fundamentals that move the needle for artists—strategic market selection, festival  anchoring, and real-time analytics that translate to tickets,” Lawton added. “This brand update matches the  discipline and ambition we bring to every tour and artist we work with.”