The traditional guarantee negotiation process between agents and promoters often creates barriers for local scenes, fostering a dynamic that can be restrictive and, at times, inequitable. Small promoters may face steep demands, while many independent agents struggle to secure decent opportunities. These challenges perpetuate a system where established gatekeepers concentrate their leverage in unhealthy ways which favor only the top selling acts, corporate promoters and agents.

As a result, the landscape has seen a decline in independent promoters and agencies capable of consistently delivering high-quality events to their communities. Meanwhile, there is a growing “success gap” amongst artists where opportunities and revenue are concentrated into fewer artist’s hands.

In today’s environment, marked by inflation and fluctuating pre-sales, touring has become increasingly risky for all parties involved. Higher guarantees are necessary to cover logistics, but they place significant financial pressure on promoters and ticket buyers alike. Artists who fail to meet guarantee expectations face the threat of being dropped, jeopardizing their ability to connect with new audiences.

We need an alternative model—one that balances risk more equitably, empowering promoters to support artists without shouldering disproportionate burdens. Such a model would allow artists to share their craft with new markets while promoting sustainable growth for everyone involved.