New Role Redefines Festival Booking

Music agencies are increasingly specializing their festival booking operations. Ground Control Touring has established a new Head of Festivals position, hiring Keith Richards to commence in early 2026. Richards's role is designed to enhance the agency's engagement with festivals by providing a consolidated point of contact for talent booking. He will advocate for festival needs within the agency while also promoting Ground Control's extensive roster of over 600 artists, which features prominent indie acts.

Richards brings extensive experience from previous roles in festival departments at Paradigm and Reliant Talent Agency, as well as a stint as a talent buyer. His appointment signifies Ground Control's commitment to growing its festival presence, aiming to place more artists on bills of all sizes. This specialized approach allows for deeper engagement with festival buyers, offering tailored suggestions and acting as an internal advocate for festival partnerships.

This new position highlights a trend where dedicated agents act as a crucial bridge between festivals and artist representation. They aim to secure advantageous bookings for promoters and ensure artist satisfaction regarding performance slots and compensation. Richards views festivals as vital to artists' careers and essential to the broader music business, emphasizing the importance of his role in their sustained success.