I have to start by saying that I am in love with this business. Always have been and always will be. Through all my years of throwing events starting back in 1999, there came a time where I just wanted to step back a little from the stress and issues that do come along with putting together large-scale events. There’s a lot of moving parts when it comes to the venue’s, booking the right production, overseeing all the promotion, dealing with the fire marshal, staffing the entire event, getting the permits, booking the right talent to bring the people, and then finding the money to do it can become so stressful. However, while I wanted to slow down a little bit I did not want to be out of this business. I have put so much time and effort into what I love throughout the years. Becoming an agent was the perfect solution for still being involved in the industry and being able to enjoy the life that I had become accustomed too.

Being in the industry as long as I had I figured the transition would be relatively simple since I knew a tremendous amount of promoters, DJs, venues and the whole process that goes along with it right? Wrong… Running a nightclub, throwing large event, etc. did help me some but there is so much that goes into being an agent that promoters, like myself, never had to deal with. As an agent, you are a salesman, psychologist, contract wiz, researcher, and email expert. Being involved with such a squared away company has opened my eyes to just how this part of the business can be. When dealing with clubs, promoters, and buyers, it is a science that takes a while to really grasp. There are so many variables when it comes to booking talent with different venues that you need to have an open mind and approach every situation differently. Looking at an artist’s schedule, working around where they are going, what the best place for them to go next. Components like this only touch the tip of the iceberg. Creating routing plans that make it easier on them is already a process that takes lots of time on the phone and several emails. Traveling for them is hard enough, so taking that into account when you are booking is key to keeping them happy and not burnt out. Getting that call at 6am when you are the one that messed something up for an artist is never fun and after one of these you pay way more attention to details, I can attest to that. There are always venues closing and new ones opening, buyers come and go so the research part of the job is never-ending. Keeping up with the industry is key and a full-time job within itself.

After spending a year learning the processes, contract negotiations and internal operation systems I have a newfound respect for my peers and the job we do. It is in no way an easy job by any means but I love my job, my coworkers, and all the artists. I love coming to work every day, which a lot of people can’t say, so for this, I am blessed. The music industry is tough but rewarding in so many ways. If you love it as I do there are always ways to stay and be a part of it you just have to see what fits for you.

Chris Lasoya
Junior Agent

Find out more about Chris and the rest of the SGM Team!