Why every musician should try playing a corporate gig

Whether serenading an exclusive group of politicians at Parliament House, or wowing lawyers on the other side of the country, corporate gigs are no longer a dirty word. And it’s a growing business across private and public sectors, tapping bands from up-and-comers to the a-listers.

For the past two years, Taylor James has headed up Corporate & Special Events for one of Australia's top booking agencies 123 Agency, whose clients include Tash Sultana, Ash Grunwald, Gooch Palms and Shihad.

As CEO, Damian Costin spotted an opportunity to add value for the agency's stable of artists by connecting them with corporate clients for one-off shows. It seemed a no-brainer, where the performer can test out new works and get road-ready, meet new fans, and find an extra revenue stream. The demand was there. James, who has 10 years of experience running events, got the call from Costin and “jumped at the chance.”

Two years on, and 123 Agency’s events side now does hundreds of shows each year. The October to December period is typically the busiest time, and generates about 50% of the year’s business. In that two-year span, “we've increased by over 200%,” says James.

If a client comes to me, I want to treat them like I treat the artist

Its clients are many and varied, from McDonalds to Mars, Harcourts, Mecca, Mishka, Neutrogena, Coopers, Ford, Carlton Draught and Toyota, among others. Most major Australian sporting clubs and organisations are looking to book bands for their functions, as are most Australian banking and insurance institutions.

Repeat business is good business. “The main thing is the relationship building,” explains James. “If a client comes to me, I want to treat them like I treat the artist. I want the client to want to come back to me, and want the client to refer the agency and me to anyone else in the industry that they’re working with.

"It’s about making sure that all of the artists’ requirements are met as they would be for any festival, and that the clients’ expectations are met and exceeded. Placing that emphasis on the client as well as the artist is extremely important to us.”

A look behind the scenes at 123 Agency

Corporate gigs are nothing new. It’s a quiet niche, and that’s the way both parties want it. If reputations are built over years and ripped down in minutes, social media can do both in less time. Posting content from corporate gigs is “something we’re pretty strict about,” says Taylor, “unless it’s made really clear that’s a component from the outset.

"We do put tight restrictions around that from an artist point of view. The clients get that. When you explain you have an artist at your private event and it is exclusive, why would you want to water it down and let others into that world?”

123 is a full service music agency, providing those additional revenue streams for artists on the roster

On the rare occasion the public gets a look in, it’s when footage leaks or a dubious benefactor overseas pays over-the-odds for big-name international talent. The Australian situation just doesn’t match up with the tabloid stories, and James insists 123’s artists are in control.

“Damo had a real vision for 123 to be a full service music agency, making sure we’re providing those additional revenue streams for artists on the roster,” she notes. “When I came on board, I spoke to all the artists already here.

"I made my own relationships with the artists on the roster to have those conversations on who wants to be involved in private events, who wants to lend their name to a campaign. I’ve got a pretty good idea of the artists who are on our roster that are into doing something a little different.”

It’s about making sure we have integrity for the artists and integrity for the agency

In some scenarios, the artist may be about to embark on an international tour and wanting to maximise their revenue before taking the leap. “We then actively go out and look for opportunities for specific artists, or I can work with a client who says they’re after a type of artist, and then narrow that down from within our roster.”

CEO Damian Costin describes the moment he knew 123 Agency's unique strategy was working

Artists can expect to be handsomely rewarded for a corporate gig, though the sums commanded overseas by Kanye West and Mariah Carey are the exception. “You’ve got to work with a client’s budget and, while they might be a little higher than a door deal or festival slot, we’re not talking millions of dollars for an artist not worth millions of dollars.

"It’s about making sure we have integrity for the artists and integrity for the agency," she adds, "and making sure an opportunity that band wouldn’t have got in the first place is front of mind for that particular opportunity.”

Another promising area opening up for 123 Agency is in developing events for local government and city council - think summer music series in a park, or free public events for up-and-coming artists. “That’s a real growth area,” notes James.

If you can kill it in front of 500 accountants who just want to let their hair down, you know you can put on a good show

A corporate gig won’t appeal to every artist, but they offer an opportunity for “showing to a new fanbase that they can put on an awesome show.

"It’s different to walking out to a ready-made festival full of your fans, or playing at the Corner with everybody knowing your songs,” James explains. “It does take a bit of effort, but most of the bands we work with know that they really need to turn it on from the get go with these audiences.

"But if you can kill it in front of 500 accountants who just want to let their hair down, you know you can put on a good show.”