In the mid-’90s, when an event planner wanted information about a band, comedian or other act, a supplier would mail videotapes, cassettes and a biography. After waiting a few days, planners loaded the videos in their players and screened them one by one. A similar process was used with cassettes; planners listened to each tape, one by one.
As a screening process, this method had limitations. Some planners listened to a couple of songs on their cassette players and eliminated perfectly good
bands. For planners wanting a comedian or a magician, some planners rejected good talent after watching videos for five minutes.
Fast-forward from the mid-’90s to the new millennium and the Information Age of the Internet and video downloads. Planners no longer need to wait for cumbersome packets, and suppliers were spared the expense of mailing bubble-wrapped packages from the post office. Instead, suppliers now direct prospects and clients to their websites.
Old vs. New
Let’s look at the advantages and disadvantages of the “old way” verses modern technology, where some entertainment agencies have websites with videos, downloadable songs and photos. As a result, entertainment agencies no longer mail cassettes and videos.
I’ve already discussed the disadvantages of mailing packets to planners, pre-high-tech websites with streaming video. However, it’s important to recognize the advantages of how we did business then, in order to incorporate some of these skills in this new age.
When suppliers mailed videos and cassettes, they received these marketing materials direct from the entertainer. The entertainers would mail their most current materials. The understanding was that the supplier would represent them in a professional and ethical way. There was close communication and trust between the entertainer and the supplier.
Example: Entertainers would instruct suppliers to destroy outdated information. It was the talent’s responsibility to supply marketing materials to the talent agency, and to communicate if there were any changes in their lifestyle, such as their vacation schedule or if their band was on hiatus.
Changing Landscape
The rules of how we screen and book entertainment have changed in this new millennium, based on websites with video, audio and digital photo downloads. Following is “inside information” on how to best navigate websites and make sound choices when arranging entertainment.
Video and audio downloads save time, as a planner can qualify which talent is appropriate for his or her event. Planners need to ask if the video is current, and if the entertainment agency has an exclusive, or if other agencies represent the band or other talent. Most agencies represent different bands on a non-exclusive basis, recommending the most appropriate band for the prospect’s event.
There are websites, however, that give the impression that they are the only booking agency for the band or other talent.
Examples: A soap opera star’s cost from one entertainment agency was four times higher than if I booked him from another company; I viewed a comedian’s video that was over 12 years old on another website, and I also knew that this comedian is no longer in the business of performing comedy.
It is important to know if the entertainment agency has screened and booked the talent. There are some agencies that will take videos from another site and download them on their own website. These agencies may have talked to the talent, but they’ve never booked them. They have 12 videos of different bands, but they booked only two of them in any given year.
Examples: A California entertainment agency represents a Michael Jackson impersonator from New York City. They may have e-mailed one another, but they’ve never met. The agency doesn’t know his reputation or reliability, but they’ve downloaded his picture on their website. Another example is the entertainment agency that positions a nationally known comedian, such as Jay Leno, prominently on its website. It’s doubtful they will ever book him, but it gives the agency recognition that they haven’t earned.
Another website trend finds prospects viewing videos and listening to MP3s, followed by an order form asking for the name of the company, the event date, location, and the time. The talent associate then e-mails the price, with an order form asking for payment by credit card.
Avoid these agencies. Revert back to the mid-’90s or earlier, when agents properly screened talent, had working relationships with talent, and when they could discuss the entertainer’s act, either by phone or an office visit. And when they would show full-length videos of comedians and audio of different bands.
