Who is the new Head of Festivals at Ground Control Touring?

Keith Richards has been appointed as the new Head of Festivals at Ground Control Touring.

What is the role of a festival specialist in music agencies?

Festival specialists act as liaisons, advocating for both festivals and the agency's roster of artists to create mutually beneficial booking outcomes.

Why are specialized festival agents important in the music industry?

Specialized agents are crucial for the longevity of artists' careers and the success of music festivals, ensuring effective partnerships and representation.

Home / Arts and Entertainment / New Role Redefines Festival Booking

New Role Redefines Festival Booking

26 Jan

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Summary

Agencies create dedicated roles for festival booking liaisons.
Ground Control Touring hires Keith Richards as Head of Festivals.
Specialists advocate for festivals and represent agency rosters.

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.