“The consultants that we employ tend to be very focused on the music scene, and really have a strong interest in it,” Barr says. “Not just from a travel perspective, but the whole picture. They love the music and enjoy being part of the machine that is the entertainment industry, making it all happen. We obviously look after some big global acts, where there could be up to a 120 people in the touring party. But what we really credit ourselves on is giving the same level of service, whether it’s an Australian artist just starting out or whether it’s a global tour that’s selling out stadiums.”
This is true from both a financial and logistical point of view. Even a cursory examination of TAG’s business operations reveals a level of creative competency that is second-to-none. Essentially, no matter where in the world an artist wishes to tour, TAG has the mechanisms in place for them to hit the ground running. This isn’t simply a matter of transplanting one itinerary on top of another, though; each country presents its own idiosyncrasies, each tour its own distinctions. Here in Australia, things are no different.
“The Australian market is very different to most of the other markets that we operate in,” Barr says. “Everywhere else in the world, we have a relationship directly with the artist, but whenever it comes to Australia, the market here is very much governed by promoters. So, it’s a matter of trying to bring that all together. You know, artists want to use us globally, and part of that is comfort. [Everyone gets] the same attention to details. Our 24 hour service, for instance, is wholly in-house. In Australia, the 24-7 approach tended to be something like someone with a laptop sitting at home with a mobile phone. But with us, you can call either the Sydney or Melbourne number and you’ll be chatting with someone sitting at their desk in London.
“Because the market has been stagnant here for the last 20 years – it’s been the same players – we have a very different approach. The guys who have been here before us are very domestic and very much focused just on Australia, whereas we see that from a travel perspective Australia is being sucked into the rest of the world. It used to be a bit of an outpost, just because of its location. But now all the deals that we’re doing are scaling it as a regular global fixture.”
What’s most impressive about TAG’s operations is their personable nature. Tours are treated individually, and great care goes into ensuring the artist’s needs are fulfilled. As Barr affirms, “It’s knowing the client, knowing what their expectations are, and knowing that we can deliver.” From wrangling with airlines to wrangling riders, TAG can have a hand in every aspect of the itinerary – although, gone are the days of outrageous artists requests, of trashed hotel rooms and televisions hurled from balconies.
“To be totally honest, that sort of behaviour from artists is becoming few and far between,” Barr says. “The requests now tend to be for things like mineral water and a yoga room, rather than wanting to have cases of vodka and copious amounts of drugs delivered to their rooms. That seems to be very much on the out. A lot of the artists who you might have a bit of a wild perception of, a lot of the time it’s a public persona to attract rebel fans. But when it actually comes down to it, there’s not much of that going on.”
Given Barr himself is ideally placed to offer advice to the aspiring musician, manager or booking agent, before releasing him back into the wild, we have to ask for some tips on making those uneven first steps in the industry truly count.
“My number one piece of advice for young musicians starting out is to remember that if you’re wanting to have a career in the music industry, don’t burn anybody early on,” he says. “You never know whenever you’re going to need someone who you’ve dealt with in the past when some sticky situation comes along. So remember that when you’re starting out it’s all about building relationships rather than destroying them. And also, plan everything as early as possible. Align yourself with professionals who are doing this all the time, day in and day out, and have transparency there. Try and form relationships very early with key people you’re going to be using an awful lot, and really, just treat people like you’d like to be treated.”
BY ADAM NORRIS
