Independent Promoters From The Past, Present and Future

Moderator: Bill Silva, Bill Silva Entertainment
Stanley Andrucyk, A.M. Productions
Stan Levinstone, Concerts East
Louis Messina, The Messina Group
Gregg Perloff, Another Planet Entertainment
Mitch Rose, Creative Artists Agency
Dan Steinberg, Steinberg/Thrasher Presents

Moderator Bill Silva set the ground rules early with the premise that, in general, an independent promoter is one who is not Clear Channel, AEG or House of Blues.

But one merely had to take a look at his panel to see that one-third of his collected group comprised promoters who recently defected from the ranks of “the other.”

But no shots were fired, though there were flashes of fireworks. Overall, the ably directed discussion focused less on how to compete against the big guys and more on how to improve business for everyone.

The single word that produced commonality was “relationships.” Creative Artists Agency’s Mitch Rose – the lone agent on the dais – got the ball rolling.

“We have to say more about the relationships we’re building because that really is the crux for the independent promoter,” Rose said. “Not only do you have to build a relationship with the agents, but with the managers.”

Despite the perception of CAA as an all-powerful agency that can call all the shots, Rose emphasized that,
in the end, it’s the managers who make the final decisions for their artists.

Dan Steinberg said his company, Steinberg Thrasher Presents, has been cultivating management more in the past year because marketing and artist development demands it.

“We learned how to market in cities we’ve never been to and it worked, and it was fun. But it’s all about building our relationships and taking our bands from all different genres to the next levels.”

Concerts East’s Stan Levinstone concurred.

“They want to see what your marketing plan is, if you’re selling shows out, how you are being creative within your own company. It’s changed from a few years ago when nobody ever asked for a marketing plan before you went on sale.”

All agreed that if you build the relationships, the artists – and the fans – will come.

The Messina Group’s Louis Messina, himself a Clear Channel veteran, told how he started out as the No. 6 promoter in his Texas market.

“All we did was chip away, chip away, chip away,” Messina said. “It worked for us and we were the last company standing. I went and created my own little Louie World. I don’t look at our business saying you can’t compete. ... You set your own course. You’re going to have as much business as you want.

“The business has changed, but we changed with the business. It’s how much can we make it grow, not how much can we own all the time.”

Fellow Clear Channel vet Gregg Perloff agreed.

“I would hope that what you see is that competition is good,” he emphasized. “It’s healthy for the industry. As an independent with the concept of not just business as usual, everybody gains by having competition.”

Not to say that having competition equals worrying about competing.

“I won’t say that I compete with anybody. For me, it’s not what the other guy is doing; it’s going ahead and build-ing relationships. It’s building a better mousetrap and you’ll have a successful business.”

Stanley Andrucyk of A.M. Productions explained how his company built a better mousetrap and flourished not by “owning” his particular market, but by cultivating a niche that allows him to tread fearlessly into other markets.

“It’s developing a balance,” he explained. “You try to make a living and not step on people’s toes. Know when to step back and know when to step forward. I think there’s enough talent for everybody here.”

And he drew one of the best laughs of the morning by adding, “One last thing: I love Mitch Rose and I love CAA.”

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