Steve Lassiter, Former APA Co-Head Of Worldwide Concerts, Forms Reliant Talent With Matt McGuire, Heath Baumhor

The company comprises a growing team of veteran and contemporary agents with decades of experience, bringing a vast knowledge base in booking live events and representing artists across genres.

Among the agents onboarded with Reliant Talent are Chris Burke, Chris Gaulke, Fred Hanson, Jeff Howard, Chris Looney, and Frank Wing. Burke will head Reliant’s corporate division. The agency, while still a boutique, offers full-service representation in TV/Film, commercials, voiceovers, and endorsements. They have formed strategic alliances with other global branding agencies to maximize opportunities and deals for the clients they represent. 

“We are beyond thrilled to introduce Reliant Talent Agency, Lassiter says in a statement. “The team of partners and staff are all industry veterans with years of experience and forward thinking. We are invested and motivated to unify with artists and help them continue to reach new audiences and opportunities in other areas of representation.”

Acknowledging that 2020 was a most difficult year, bringing unexpected change in the live industry and touring sector, Lassiter says, “There is a real opportunity for our agents to take the current challenges and pivot into finding new ways and possibilities in representing our clients. We hope to play a leading role in this sector of our industry and hope to be an asset to our artists for building the foundation of success.” 

Reliant Talent’s initial roster represents artists across Americana, comedy, country, rock, jazz and more and includes Travis Tritt, Kenny Loggins, Everclear, Rodney Carrington, Phil Vassar, Yacht Rock Revue, Take 6, Average White Band, Sister Hazel and more.

“Reliant’s foundation is built on artist booking and representation, guiding strategic, long-term growth for artists,” the fledging agency says in its announcement. “Providing clients with refined and meticulous attention, Reliant is a boutique agency with an abundance of skill, strong work ethic, and integrity, combined with the leverage and access of any major talent agency. Working closely with artists and their teams, Reliant Talent aligns and implements compelling and diverse touring ideas and strategies focused on advancing and enriching artists’ fan bases.”

Reliant Talent continues to add partners, agents, and staff, who will be announced in the coming months.  

“The agency business is going through a renaissance, from years of consolidation to much-needed expansion with the recent launch of so many great boutique agencies,” agency partner Heath Baumhor stated. “I am excited to help lead Reliant into the future. We bring together an experienced and respected team whose character is as equally matched as our hustle.”

Reliant partner Matt McGuire adds, “In the short time since Steve, Heath, and I came together to form Reliant Talent, the company has expanded to house a full staff and diverse artist roster representing several formats across the musical spectrum. I am proud to be a part of this venture and look forward to our continued growth. This is just the beginning for Reliant Talent, and you can expect to see more announcements in the coming weeks and months.”

And client Travis Tritt says, “Steve Lassiter has been in my corner for many years as a loyal agent and friend. I look forward to what’s on the horizon for Steve and the entire team at Reliant Talent Agency.”  

Lassiter has had a long career in the music business, starting as a production assistant at Sound Seveny Productions in 1977, when he was 19. After graduating from Middle Tennessee State University, he pursued the agency business and worked ICS,Variety Artists Group in MInneapolis, and Headline International before moving to William Morris Agency where he worked until 1997, jumping to APA the following year. 

There, he worked his way to become Partner/Senior Vice Present and the Co-head of Worldwide Music and represented Travis Tritt, The Charlie Daniels Band, Crystal Gayle, Lee Greenwood, Little Texas, Kansas, Jackyl, The Gatlin Brothers, and many others.

He serves on the boards of National Association of Talent Directors (NATD) and Academy of Country Music (ACM), and formerly served on the IEBA and TJ Martell Foundation Boards. He also served as an adjunct professor at MTSU and Entertainment Director for the Tennessee State Harley Owners Group. He is a current member of the ACM, CMA, IEBA, Recording Academy, and the IAFE. He was awarded Talent Director of the Year from NATD in 2005, was named to the MTSU Wall of Fame in 2005, was the recipient of the NATD Honors Award in 2015 along with being named to Billboard’s Nashville Power 100 and Variety’s Power Players lists in 2017.

Baumhor spent the last 15 years at APA before Reliant Talent when it formed in January. His client roster includes Yacht Rock Revue, Sister Hazel, Everclear, Here Come the Mummies, Gaelic Storm, Brass Against, Saliva, and others. He has been nominated for Agent of the Year by Pollstar and Emerging Talent Agent of the Year by IEBA.

McGuire began his career in 2009 as an assistant at Buddy Lee Attractions and soone became an agent handling the Southeast territory. He joined APA Nashville in 2013, where he helped develop its club and small theater department and rose to agent. He now represents artists  David Nail, Frank Foster, Love and Theft, Crawford & Power, Kyle Daniel, Colton Chapman, and House Whiskey.