‘The Strong Will Survive’: How WME Is Navigating a Changing Festival Market

After a difficult 2024 in which a number of major festivals closed their doors for good, Coachella sales were down and Burning Man didn’t sell out, WME global head of festivals Josh Kurfirst says, “Protecting the health of the festival business has become central to everything we do.”

“It’s no longer an incoming call business,” says Kurfirst, the son of Gary Kurfirst, former manager of Talking Heads, the Ramones, Blondie, The B-52s, Jane’s Addiction and Garbage. Early on, the job of most festival agents, Kurfirst explains, was to field offers from festival talent buyers for artists on the WME roster, negotiate where the artist’s name would appear on the festival poster and review daily ticket sales drops. But as the market matured and evolved, he instructed his staff to get more aggressive about pitching WME acts to prospective buyers and finding opportunities for them to bookend tours and live shows around festival appearances. 

“Everything is strategic,” he says. “It’s not, ‘Let’s just throw 300 bands on this festival because it’s easy.’ We don’t do things easy.”

Despite the cancellations of such once-popular festival brands as Faster Horses, Sick New World, Something in the Water and Alter Ego, Kurfirst and his team have plenty of success stories to tell. This year, his team helped land Zach Bryan his first headliner date atop the Stagecoach festival, secure newcomer Benson Boone a top slot on the Coachella lineup, book The Killers as headliners for Lollapalooza and secure headliner slots for Luke Combs, Olivia Rodrigo, Hozier and Queens of the Stone Age at Bonnaroo. 

2024 was a tough year for festival sales. What happened?

First, it’s important to acknowledge that the festival market has significantly increased in size in the last decade. When I first started, there was a smaller group of giant festivals that had most of the market share. Since then, we’ve seen the emergence of a middle tier, a lower tier, a genre-specific tier and a lifestyle branch of festivals. And those have taken some market share away from the crossover contemporaries — the Coachellas, the Lollapaloozas and the Bonnaroos of the world. There’s really something out there for everyone now as long as you’re willing to travel. Look at Morgan Wallen’s new Sand in My Boots festival on the same site as the old Hangout Festival, which had been a steady market for years. Some years it sold out. Some years, it came close, but it never blew out on the on-sale. All of a sudden, Wallen comes in and launches his own festival on the site and it sells out instantly. 

What did Wallen do differently from Hangout Festival?

Instead of trying to create an event that appealed to as many people as possible, Wallen created an event that overdelivered to his fan base. He rebranded the festival under his own name and booked more than a dozen similar artists that he believes will connect with his fans. [This year’s lineup includes Bailey Zimmerman, Post Malone, Wiz Khalifa and The War on Drugs.] If you’re a fan of Morgan Wallen, then you won’t want to miss out on the Sand in My Boots festival. And, by the way, if you live in the Southeast, it might be your only chance to see him play this year. 

How are overall festival sales so far, compared with 2024? 

Last year was interesting. It wasn’t just straight down. It was choppy water. This year is still early. Most of the festivals just announced their lineups, and from what I’m hearing, it’s been positive. The overall market feels like a bounce-back year, and a lot of that has to do with the headliners. We’ve had a solid crop emerge — Olivia Rodrigo and Hozier, for instance. To a young artist like Olivia, these festivals mean something. It’s a notch on her belt and a way to do something in her career that she hadn’t done before. 

How do you judge success at WME?

It’s not based on quantity or how many festival slots WME artists are on. We’re very selective. We’re building careers. And we want to make sure when it’s our clients, they’re in the right cycle in terms of their music cycle. Typically, that means the artist has new music ready for the fans to discover and plans for either touring or other dates that they want to build momentum behind. They’re going to play the right slot, they’re going to get the right billing, they’re going to get the right money. That’s the time to play the festival. If any of those things are off, we’ll just do our own thing — meaning, we’ll work with a promoter, headline our own tour and continue building their hard-ticket business, which is incredibly important for all our artists. 

Are festivals still a healthy launching pad for an artist’s career?

They are a good developing mechanism for new artists, but again, it has to be the right moment. I don’t know that it would make sense to just throw a new artist that doesn’t have any music out on a festival [stage] at 12:30 p.m. when the doors open. That’s a wasted booking. It would be better for that artist to be in cycle, have music out, have some press, garner some reviews ahead of time, so people actually have the ability to do their research and [want to] show up in front of their stage. 

The festival market has had an uptick in cancellations in recent years. In that environment, how does WME maintain a positive relationship with promoters? 

We look at the promoters as our partners. They’re not on the other side of the table; they’re on the same side of the table. We want them to succeed, and we have their backs. In return, they have our backs, too. 

What does it mean to have each other’s backs?

With festivals, artists sometimes have to cancel. Sometimes they get sick, they break a leg, the album gets pushed. Sometimes it’s our clients. Sometimes it’s clients from other agencies. What we do in those situations is we don’t bury our heads in the sand. If it’s a Saturday at 3 p.m. or 7 p.m. or 7 a.m., we’re there for our buyers to fill that slot that suddenly becomes open. And because we book things through one point of contact, the buyer only has to contact one person at WME. That’s his partner, his festival agent, and that festival agent then canvasses the entire roster and can come back with real-time avails within hours. 

Are you bullish on the long-term prospects of the festival business? 

It’s a very Darwinian environment out there and the strong will survive. There are times where we have to have tough conversations with our promoter partners and come to a fair settlement where our clients feel good, but where we don’t put the promoter out of business. Because that doesn’t help anyone. Make no mistake: When we do a deal, our clients are entitled to 100% of the money if a festival cancels due to poor sales. There are some reasons why a promoter can cancel, like a pandemic. But in most cases, if a festival is canceled, it’s due to poor sales or some sort of promoter breach, and our clients are entitled to 100% of the money. It’s our job to come up with a fair settlement where the client feels good and the promoter is able to get back up on their feet. 

What’s one of the most important lessons your father taught you? 

He taught me that loving what you do is the single most important decision we make as adults. If you don’t, you can’t bring passion to the job every day. He also taught me about not trying to be someone else. Don’t just go with the trend. He equated that in how he chose the artists he wanted to work with, whether it be the Talking Heads, the Ramones, The B-52s, the Eurythmics, Jane’s Addiction and Mountain. These bands weren’t genre-defining — they invented their genres.

This story appears in the March 8, 2025, issue of Billboard.

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