The Evolving Role of an Agent in 2025 – Keynote Interview with Rob Challice (In cooperation with Music Finland)
As the live music ecosystem undergoes rapid transformation, the role of the agent has expanded far beyond booking tours. Agents today collaborate closely with artist management teams on fan data strategies, leveraging new tools for sign-ups, presales, and targeted engagement, while also taking a more active role in ticketing decisions, from flexible pricing models to bundling with album releases. At the same time, they must respond not only to market demand but also to the realities of fans’ financial capacity in a changing economy.
Beyond the commercial sphere, agents are increasingly required to navigate “political” issues within the industry and society, ensuring that artists’ touring strategies remain both sustainable and socially aware.In this keynote, Rob Challice (Wasserman Music Group) reflects on how the agent’s work increasingly involves strategic career development, balancing data-driven insights with the instinct to know when to ignore the numbers. Rob Challice is interviewed by the Artistic Director of Lost in Music, Lotta Savolainen.
Content is produced by Music Finland.