ARTISTS WORLDWIDE
Chris Maggiore, President, Agent
chris@artists-worldwide.com
Web: artists-worldwide.com
Case Study Act: N/A
Founded in 1999, Artists Worldwide is a talent agency located in Los Angeles with over 50 acts on its roster, including Gilby Clark (G’NR), Puddle of Mudd, Misfits, Yngwie Malmsteen and many more. With over 18 years of experience, Chris Maggiore is the co-owner and president of the agency.
What changes have you noticed in the marketplace?
Fans are not spending as much or going to as many shows. The economy has really affected the tour market, and the competition for dollars is fierce. As a result, some guarantees are not as high as they used to be. Nowadays, you have to be creative in your negotiations to make it work for everyone.
Is there any market that’s still strong?
Yes… artists that appeal to a niche market are holding steady. Acts like the Misfits, punk rock acts and ‘80s rockers are doing well. Their guarantees are pretty consistent.
How do you find your talent?
Most of the acts on our roster came to us through prior relationships. I’ll hear about artists from managers, labels and even acts we have on our roster. It is almost always by recommendation.
Do you have a case study act?
I did… but not anymore. They were a Swedish band that I wanted to develop in the U.S. market. They had never been to America before, but I took a chance anyway because I liked the music and the players. We were doing pretty well in certain markets and were starting to get some traction. But before I could break them in this country––they broke up. Now, it’s not worth naming them, since they don’t exist. You know, it’s a tough business and you can’t win unless everyone’s on the same page.
Were you always an agent?
I started out at record labels. I got to work the whole angle there. In that environment, I learned that you had to let everybody know about your acts and get them excited about doing something for them. That was an important experience and good practice for being an agent. As an agent you also try to get people excited about your acts so they will book them.
Are international tours harder to book?
Not really, because overseas you deal with fewer promoters. One promoter may cover several territories. In the United States, other than the large companies like Live Nation and AEG, promoters frequently work in a small regional market. So, you tend to deal with a lot of different people across the country.
What is your opinion of “Buy-Ons”?
It depends… if you’re buying on a giant tour, it could get expensive. And, if you’re going on at 6:30––hours before the headliner—you’re wasting money. Sometimes acts will approach us to buy-on a tour or a stop with one of our artists. When that happens I’ll talk with the act (or their manager) and see what they think. In that situation, it can be another form of tour income.
What would cause you to drop an act?
If they have unrealistic expectations or are lazy, it can cause problems. If their tour ideas make no sense or their guarantee demands are not realistic, it will be impossible to please them.
To be successful in this business, you not only have to be realistic and honest about yourself, you also have to work your butt off to make it.
