Gaining publicity for your opening or supplying memorable entertainment for your event can be a real headache for small business owners and blue-chip giants alike. Often the event coordinators will consider booking a celebrity for an appearance or performance to raise the profile of the occasion. Hiring a media personality can increase interest from the press and raise attendance but it can also prove a very difficult proposition to actually carry out. Many people are unaware of all the factors that go hand in hand with booking a famous face; some are unsure where to begin, others are totally amazed by the fees that well known individuals can expect and some people are unaware that it is even possible to hire a high profile star.
There’s no Business like Show Business
The first port of call for most people when attempting to hire a celebrity is to contact their agent. This would seem like a sensible approach but the truth is there can be issues in dealing with agents directly. In essence, celebrity agents are solely responsible for representing the needs of their clients. As a result, they are often less inclined to show an interest in providing a good service or value for money to potential bookers. This particularly applies to first time bookers or those who have not hired a celebrity before. In many respects this is quite understandable. Celebrity agents have become accustomed to phone calls from start-up businesses and first time bookers looking to hire well-known personalities. The problem is that, although the intention to book a specific star may be true and good, it often doesn’t become a reality. Celebrity agents have been burned in the past dealing with bookers who are adamant they require a celebrity on a given date and are happy to engage in the lengthly contractual processes to make it happen. Often at the last minute, the booker will pull out, leaving a hole in their client’s schedule as well as everyone’s wallet. As such, many artist management companies try to avoid dealing with public enquiries altogether and rarely promote themselves in conventional channels for the precise reason that they don’t wish to receive these sorts of enquiries.
Double Agents
So how do you go about booking a celebrity if you have limited or no experience in doing so? The best way to manage your celebrity booking needs is to hire a booking agent to do the work for you. Booking agents differ from regular artist agents as they have a much broader scope (they are not limited to concerning themselves with the needs of a specific array of clients). This means that dealing with a booking agent offers the booker the opportunity to gain impartial advice and discuss the best options for the event that is proposed. Essentially, a good booking agent will act as a bridge between the private sector and the entertainment industry, helping both the client and the celebrity achieve a fast and efficient outcome that both parties will be happy with. Dan Kujawski, Senior Entertainment Agent at E3 Artists tells us:
“A booking agent’s role is to act as a guide for all aspects of the celebrity hire process. Booking a celebrity can be extremely time-consuming and can hinder the whole event management process. A booking agent is there to manage all the stressful aspects, freeing up time and anticipating any problems that may arise as the negotiations develop.”
Dan also shed some light on the kind of fees celebrities will expect:
“Celebrity fee expectations depend on the clients’ requirements for the event and the status of the celebrity in question. TV favourites, such as reality stars, usually come in at around £1500 to £3000 but for major personalities, the fees can be anywhere from £10,000 to £100,000 per appearance.”
Although these fees may be higher than you might expect, a booking agent will always attempt to negotiate the best deal for their client. Their industry knowledge allows them to compare your requested celebrity’s fee expectations with other similar artists as well as assess all costs that the appearance or performance will incur. Booking agents are therefore able to generate a realistic figure for their clients and impress upon the artist’s agent the reasonability of that fee.
If you find that your desired celebrity is way beyond your budget, a booking agent can help suggest alternatives that could be supplied on budget but maintain the original mood of your event. They can do this as their focus is on your satisfaction and not simply achieving a booking for an artist in their stable. Booking agents are also experts in managing artist’s expectations. Ryan Curtis, Entertainment Agent at E3 Artists reminds us that:
“Dealing with the artist’s manager directly will require the client to anticipate all the celebrity’s expectations. This includes travel, accommodation, technical specifications and riders. It is part of my role to make sure all these things are taken care of within the client’s original budget.”
Before arriving at your event, a celebrity can sometimes expect very complex technical arrangements to heave been made. They could also expect a large and obscure rider to have been created for them. A rider is a personal list, normally comprised of food, beverages and personal items, which the celebrity will expect as part of their fee. It is invaluable to have someone dealing with the rider that has done it many times before.
I Can’t Work Under These Conditions
If, heaven forbid, something should go wrong on the day of your event and the celebrity you have hired can’t make it, a booking agent will be on hand to save the day. They will make every effort to find a suitable replacement right up to the eleventh hour and if they can’t, they will guide you through every query you might have regarding legal options. The booking agent will initially insist on a contract recognised by both the Agents Association and Equity, who are the actors union, to ensure that all expectations, client and celebrity, are clear to both parties before anything is set in stone. This way, there is an obvious procedure to follow if anything should go wrong.
Curtain Call
Once your event has drawn to a close, a booking agent will ensure that there is a professional close-down for your event. David Hill, CEO of the E3 Group reminds us:
“Artist management companies are generally quite difficult to access and work with in this country and they can often appear ‘suspicious’ of corporate and consumer enquiries. It is unlikely that they will provide any service after the close of your event as their vested interest in the contract has terminated.”
With a booking agent, you’re guaranteed to receive a call to make sure everything has gone well as there is a vested interest in future business. Finally, David had this to say about the benefits of using a booking agent:
“I believe we can bridge the gap between the artist and the client and deliver a smooth, fast, efficient and friendly service. Effectively, we are an approachable and knowledgeable resource that can be utilised by any ‘booker’ wishing to secure a high profile star.”
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