How To Book Acts in Small & Medium Venues

How To Book Acts in Small & Medium Venues


Our experts will provide insight into these and other areas that affect the record and music industries, using live performances as artist development vehicles for new acts, and give a glimpse into what the future of live music may hold.



Live shows, festivals and concert tours remain the most important components of artist development available and, when successfully executed, can have an enormous positive impact on an artist’s career. 

NARIP has assembled some of Atlanta’s top promoters, club bookers and festival promoters to discuss how an artist’s career trajectory can be improved with strategic bookings; how shows are bought, sold and built upon; and how people make money from them. 

Our experts will provide insight into these and other areas that affect the record and music industries, using live performances as artist development vehicles for new acts, and give a glimpse into what the future of live music may hold.

Handout (optional) includes:

  • Advance sheet
  • Concert expense checklist
  • Rider
  • Settlement sheet
  • Tour budget template


  • How To Grow A Fan Base
  • Fee Ranges For Specific Venues
  • Performance Deal Points: Money, Splits, Merch & More
  • Reporting to and collecting from PROs for live performances
  • Hot Trends
  • Pulling It All Together
  • Case studies: who’s doing it right / what to avoid

A good plan is vital to choose the right path to build a career. 

To help find the way and evaluate options, NARIP brings three top experts together who book and promote shows at venues of all sizes in Georgia and throughout the region.


  • Artist Managers, Producers & Artist Reps
  • A&R, Artist Development and Marketing Executives
  • Artists booking their own tours
  • Anyone seeking more information about booking live music

PROGRAM DATE:  Feb 21, 2018 (in Atlanta, GA)
PROGRAM TIME: 3 hours, 10 minutes, 52 seconds (3:10:52)
QUESTIONS? Call 818-769-7007 or contact NARIP





Caldwell-James (2)

James Caldwell, GA Tour Origination LIVE, The Caldwell Group

James Caldwell is Founder and Partner of The Caldwell Group / Wholeteam Enterprises and of the Mid-Atlantic Music Conference.  He is Partner of GTO Live (Georgia Tour Origination), and Executive Director of The Music Education Group.  Wholeteam is a leading resource for independent artists in the southeast. Their combination of tools and staff assist in the promotion of independent & unsigned artists. Services include event activation, music integration, booking, web site and multi-media campaigns, and graphic design.

TCG sources and promotes multiple music festivals, film and digital media related events a year. These events provide performance opportunities for 300+ artists and bands each year crossing all genres of music in NC, SC, TN, GA and Canada.  TCG’s events  bridge the gap between their international client base of musicians / bands and corporate brands including Sam Ash Music Stores, Monster Energy Drink, Anheuser-Busch, SESAC and others.

As a partner with GTO Live, our purpose is to provide clients with a turnkey tour origination experience. On and off the stage, our team attends to every detail so clients can focus on the show. Backed by The Georgia Musical Investment Act (HB 155), GTO Live saves clients time and money by streamlining eligibility to receive statewide tax incentives. Beginning January 1st, 2018, the state of Georgia will provide a 15- 20% tax credit to live music and theatrical productions which rehearse and launch their tour in Georgia, the production capital of the south.

Since 2012 James has served as Executive Director for The Music Education Group, Inc. a 501 c3 non-profit organization which teaches students life-skills development through music, film and digital media. The organization was formed to bring music, film and digital media based education to under-served youth and provide every child in Metro Atlanta with an equal opportunity for music education. Founded in 2008 by Capitol Records Executive Ric Ross, MEG presently runs programs in the metro Atlanta area with plans to expand in the near future.

Brandon Mize, Talent Buyer/Partner, Rival Entertainment

Brandon Mize is the Talent Buyer for Rival Entertainment in Atlanta, GA where he is responsible for booking three venues: Center Stage, The Loft and Vinyl. Other events that Mize has been responsible for include Party in the Park, The Virginia Highlands Summer Fest, The Steamhouse Oyster Fest., The Dogwood Festival and Mid-Summer Music Festival. Mize graduated from the University of Tennessee of Knoxville in 1998 with a degree in Communications. While attending college he spent part of his time booking at local clubs. Brandon’s passion for music brought him to Atlanta in 2001 to pursue a carrier in the music business. Mize started at a small booking agency called Metro Talent Group then moved over to the talent buying world with Rival Entertainment..


Sean Mcpherson, Talent Booker Smith’s Olde Bar, NARIP Board Member & Panel Moderator

Sean Mcpherson is a record producer, artist manager, concert promoter and talent buyer from Atlanta, GA. He started in the music business in 1998 when he landed an internship at Chicago Trax Recording Studios owned by Reid Hyams and Al Jorgensen of Ministry. After graduating from the conservatory of recording arts and sciences he assistant engineered in NYC at Battery studios (Zomba) and Chung King Studios where he worked with such artists as Faith Hill, David Bowie and Sixpence None the Richer. In 2001 he took a job at Parkview Recording with legendary house producer Lenny Fontana where he mixed records for Crystal Waters, Byron Stingley and C&C Music Factory, among others. After that Sean joined a band in Fairfield, CT called Zerochance which brought him to Atlanta. Zerochance signed to Red Carpet Music in 2005 and has shared the Stage with Sheryl Crowe, The Calling, Uncle Cracker, Stroke 9, Cheyenne Kimball, Ashley Simpson and others. In the past 10 years Sean has founded, built, owned and operated East Atlanta Recording and is now talent buyer at Smiths Olde Bar in Atlanta. Sean also manages 3 groups for his company Favorite Son Artist Management and Consulting (The Head, The Judies, and the Blackfoot Gypsies). Several of Sean’s productions have been released by Universal, Brash Records and Slushfund Recordings. He recently co-produced several songs with Jody Stephens from Big Star and Mitch Easter (REM, Pavement, Ben Folds).

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