In this episode of The Live Music Industry Podcast, we sit down with Andrew Harper, Senior Talent Buyer at Rocky Road Touring, a respected boutique talent agency based in New Orleans, Louisiana. With extensive experience booking tours for bands like A Giant Dog and Sweet Spirit, Andrew provides valuable insights into the complexities of booking concerts, particularly in politically volatile regions. He also discusses the evolving role of boutique talent agencies in the live music industry, the challenges of international touring, the financial implications of currency fluctuations, and how technology is transforming the booking process.

Andrew emphasizes the importance of separating music from politics, advocating for music as a unifying force that transcends cultural and political divides. Whether discussing touring in Europe, navigating political tensions in Russia or Ukraine, or working alongside his wife Jody Harper at Rocky Road Touring, Andrew shares a wealth of experience and perspective on the future of the live music industry and the growing influence of smaller, more personalized agencies.

What You’ll Learn in This Episode

• The Role of Boutique Talent Agencies: Andrew discusses his work at Rocky Road Touring, a boutique agency that focuses on providing highly personalized service for artists and independent venues. He compares the benefits of smaller agencies to larger corporate ones, emphasizing the ability of boutique agencies to build deeper relationships and offer more tailored, direct support for artists and venues alike.
• International Touring & Political Complexities: Touring in politically sensitive regions presents unique challenges. Andrew shares his experiences with booking tours in countries like China, Russia, and Ukraine, where political unrest, shifting regulations, and diplomatic tensions can complicate the logistics and viability of a tour. He also touches on the success of certain artists in Israel, illustrating how music can sometimes bridge political divides and foster connection despite national tensions.
• Currency Fluctuations and Financial Planning: One of the major hurdles in international touring is managing the financial impact of currency fluctuations, particularly in South America. Andrew explains how volatile currencies can affect the profitability of a tour, even when deals are structured in US dollars. He discusses the potential for a universal South American currency to help stabilize exchange rates and make financial planning more predictable for tours in the region.
• Separation of Music and Politics: A recurring theme in Andrew’s approach to the live music industry is his belief that music should unite people, regardless of their political or cultural differences. He stresses the importance of keeping politics out of music, encouraging artists and promoters to focus on the shared power of music to bring people together, rather than allowing political tensions to influence what should be a unifying experience.
• Leveraging Technology in the Booking Process: Technology has become essential to the live music industry, and Andrew discusses the ways Rocky Road Touring has embraced modern tools like Prism software to streamline booking operations. He explains how this platform helps agencies and venues more efficiently manage offers, track schedules, and communicate in real-time. As the music industry becomes increasingly complex, Andrew underscores the importance of using technology to stay competitive and organized.
• The Changing Culture of Live Concerts: With younger audiences increasingly valuing experiences over material goods, Andrew highlights how this shift is benefitting the concert and live music industry. Fans today are more likely to prioritize attending live events, which is creating new opportunities for artists to connect with their audience. This growing demand for shared, immersive experiences is reshaping how artists and promoters approach live tours.
• Working with a Spouse in the Music Industry: Andrew reflects on his partnership with his wife Jody Harper, the founder of Rocky Road Touring, and the challenges and rewards of working together in the fast-paced and high-pressure world of live music. He shares how their shared experiences and mutual understanding have made them a successful team in both their professional and personal lives.
• A Vision for the Future of Live Music: Looking to the future, Andrew shares his hope for a more apolitical live music industry, where the focus returns to the universal power of music. He expresses excitement about upcoming projects and innovations in the industry for 2024 and beyond, noting the potential for growth and innovation as more fans and artists seek deeper connections through live music experiences.