I’m a booking agent originally from Sydney who quit her job and moved to Melbourne on a whim in May, then started a business three months later. And here we are!
I’ve been an agent, promoter, artist manager, merchandise manager, event manager and publicist; so it’s shaped me into an allrounder which put me in a great position to start the business. I used to think I needed to be a specialist in one area of the industry but soon realised the value in having really solid experience in a number of sectors.
Alpha stemmed from my personal experiences as a woman in music and also from seeing first-hand the constant challenges and feelings of defeat my female talent encountered over the years. I want to be able to navigate safe, positive and successful careers for people in music who don’t feel properly represented because of their gender, sexuality or ethnicity.
Yes of course. I’m currently speaking with a band who are fronted by a female vocalist with the other band members being straight, cis-males; however their music is about gender, sexuality and other ideologies that align with Alpha’s. We’re here to support anyone fighting the good fight with us through their music and influence!
As an agent, I really understand the needs of female talent and form solid bonds with my artists which in turn brings out the most creative, successful and collaborative work. I also specialise and focus heavily in the corporate events and the brand sponsorship space which is a really important nut to crack for an artist.
Alpha is officially launched but we’re looking at throwing a party in summer to showcase our amazing talent roster and wet the agency’s head. It would be wrong not to!
I’ve collaborated with some wonderful, creative women for the launch of Alpha. A core ethos of the business is to outsource female freelancers for services such as web development, design, photography, publicity and marketing to open up more jobs for women in creative industries. So far I’ve worked with Angie Young, Xposed Media (publicity); Annie Walter, Annie Walter Design (logo); Kate Carmen, Rabble Rouse Creative (website and branding), Renee Peterson (copywriting) and Alex Drewniak (photography).
So far the roster includes (in alphabetical order) Ayebatonye, Feline, Rosie Kate, Sara T, Stacie Fields and Stara spanning in genres from Techno, to UK Garage, Drum & Bass, House, R&B and Dancehall.
Working as an agent has an immediate impact on your artists but I sat scratching my head a few months ago wondering what other contribution I was making not only to music but the community. Alpha will continuously work with a number of charities and associations for a range of social issues in Australia, as well as those that our roster of talent hold dear to them and would like to support.
Melbourne’s music scene is as strong as ever which is a big part of why I moved here from Sydney earlier this year. There are gigs on every night of the week, in all genres, all venues, all parts of Melbourne; it’s great and there’s such a solid music community down here. Needless to say, the lockout laws have really affected Sydney nightlife and it’s sad to watch so many iconic venues in Kings Cross and on Oxford Street shut down over the last few years when those places were my home and where my love of electronic music really solidified.
Make sure that if you’re signing to an agency you’re signing because of the agent and not because of the status of the agency. You could sign to the best agency in the world but if your agent isn’t on the same page with your vision and the dedication to your act, it could potentially set you back further than when you were representing yourself. In terms of time to find an agent; you’ll know. Your bookings will be too much to manage solo and you’ll need someone to be repping you so that you can focus on making and/or playing music!