Independent Artist Group
Renowned U.K.-born singer-songwriter Corinne Bailey Rae has signed with Independent Artist Group (IAG) for exclusive representation across North America. Managed by Anthony Patterson and Taylor Cottrell at Roc Nation, the six-time Grammy Award-nominated artist now joins the ranks of IAG’s R&B roster, which includes legends like Mary J. Blige, Ne-Yo and Keyshia Cole. Since her […]
As the son of veteran agent Dennis Arfa, whose clients include Billy Joel, Metallica, Def Leppard and Rod Stewart, Jarred Arfa felt the pull of the entertainment business early on but wanted to make his own mark. And though he joined the family business, Artist Group International (AGI) — after a stint at Robert F.X. Sillerman’s licensing and rights company, CKX — he didn’t quite follow in his father’s footsteps, choosing to focus on agency management and business strategy instead of the day-to-day work of an agent.
In June, those responsibilities doubled when Jarred, 39, was promoted to executive vp/head of global music at Independent Artist Group (IAG), the talent firm formed when billionaire Ron Burkle’s The Yucaipa Companies merged AGI and the Agency for the Performing Arts, more commonly known as APA. (Yucaipa purchased AGI in 2012 and had been financing APA since 2020.)
The combined agencies now represent approximately 400 acts — a big jump from the 270 or so on AGI’s premerger roster — now that APA’s artists — among them, 50 Cent, Mary J. Blige, Lauryn Hill, Ne-Yo, Robert Glasper, Kamasi Washington, Cypress Hill and D’Angelo — have been folded into the mix.
That said, Jarred points out that “my role isn’t just signing clients, it’s signing agents” and growing the business as a whole. He also oversees the music division’s day-to-day operations and continues to work with his father, who is now IAG’s music division chairman. (Both manage Joel.)
Jarred, who lives with his wife and son in Manhattan, spoke to Billboard about the changes he has made at the agency. He also sized up his main competition and weighed in on WME and CAA agents’ dissatisfaction with their treatment after their companies’ initial public offering (IPO) and sale, respectively.
How did the IAG deal come together?
[Yucaipa co-founder and managing partner] Ron Burkle made an investment in APA during the pandemic. Frankly, we were not interested in them at first. The way their music department was run was not the way we ran ours, but I also saw they had some nice pieces of business. We met with Jim Osborne, who’s now [IAG] CEO, and we were really impressed by what he did with 50 Cent and Mary J. Blige — reinvigorating their brands through film and TV and how that enhanced their touring. So we started very organically. We decided not to commingle our music departments, but we had some artists interested in film and TV and started working with projects for Jane’s Addiction and Ghost. Eventually, we became agreeable to doing something bigger with APA if they handed the reins over to us in music. We merged, and Jim and Ron bet on me as the guy to help clean up their current music business in terms of who to keep and who not to keep.
How did Yucaipa’s culture affect IAG?
Their mantra has always been to let entrepreneurs be entrepreneurs and stay hands-off in the running of the business. We have one person from Yucaipa who works with us on a day-to-day basis, and then we go direct to Ron for bigger-picture things. When we sold the business to Yucaipa in 2011, I was still in my 20s, and I never felt he judged me by age. It was simply, “Are you smart? Can you get the job done?” If you deliver for him, you continue to rack up credibility. If I email him on something work-related, I’ll usually get a response quickly. It’s incredible, honestly, to have access to someone at that level.
How many clients does the company currently oversee?
In terms of touring, we have over 400 clients. That said, there were another 400 that were cut from the roster. We scrapped APA’s territorial system — which revolved around adult contemporary [acts] — and parted with some of the people in that model that didn’t work with our culture. We shifted some of the workforce and resources to where they were needed, which was their thriving urban department.
AGI was a music-first booking agency. How has merging with an agency involved in branding, film and TV benefited your roster?
Initially, [our music focus] served us well. We got a lot of clients who were promised the world by the major agencies, and when nothing was delivered for them, they’d come to us and say, “At least we know you’ll handle our touring well.” At the same time, it made it difficult to attract younger clients who were looking for [film/TV opportunities] and hoping for a branding deal. We need those other assets now to get us in the room for touring, which the APA partnership unlocks for us. And then we show them how much of a difference we can make on the touring side.
You have said that one of your most important responsibilities at AGI is to “stay neutral.” What does that mean?
It means I’m totally neutral when it comes to how we use our resources. A lot of times when we do sign an artist and I’m involved in the signing, I’m the one deciding which agent makes the most sense for the project because I’m the most versed in our agents’ skill sets and which one’s personality type suits the artist.
Billy Joel’s Madison Square Garden residency was a huge success. How will its completion affect business?
Nothing in our strategy changes. Obviously, you can never replace a once-in-a-lifetime-caliber artist on the level of Billy Joel, but as he recently said, he plans to continue to work after his residency at MSG is complete. We also have many other arena and stadium headliners.
How does IAG stack up against a competitor like Wasserman Music?
They’ve inherited a very strong music business. I think the problem they have — and they can dismiss it all they want, but it’s the same problem we had at AGI — is that they’re attached to a sports business. They don’t have the traditional film and TV core that is so important to so many of our artists. That’s an impediment.
Both WME and CAA have come under fire for how employees were treated during WME’s second IPO and CAA’s sale to Artemis. Agents at both firms were extremely disappointed with the amount and value of the shares they received. What’s your take?
First, I want to acknowledge that CAA’s $7 billion valuation is amazing for the agency business. As far as taking care of their people, when it comes to bonuses, I’ve always believed in the split model because there’s no arguments at the end of the day. The agent knows, based on a set formula, what they’re going to earn. There’s no gray area to be worked out, and that leads to a lot less headaches come those year-end conversations.
You’ve been public about your support of Ticketmaster. What is the government doing wrong in its constant probing of the ticketing space?
They should be focusing on the secondary market. That’s where the real problem lies. But they get lobbied hard by companies like StubHub. As agents, the best we can do is get as much of the high-end revenue for our artists that otherwise would go to the secondary market while keeping enough tickets available at affordable prices. Ticketmaster tools like Dynamic and Platinum are very helpful.
Do you think programs like Verified Fan are here to stay?
As much as I like Ticketmaster programs, this is the one that I don’t think works. Look at the backlash from Taylor Swift and Bruce Springsteen fans. Ticketmaster is making people take an extra step, and in exchange, the fans believe they’ll get a ticket at a fair price — neither of which is necessarily true. Verified Fan creates this false hope for the fan, and while the intention is noble, it ends up creating a lot more frustration than reward.
How often do you communicate with your father on agency business?
We speak a couple of times a day about what’s going on in his artist world and what his needs are. I would say we spend at least one phone call a day talking about Billy Joel and strategy. It is always a lot of fun.
When you two get together for family events, do you talk business?
It’s a blend. We could be talking about my son for one minute, then it goes back to the business. Then we talk about sports, and it’s back to business again.
Jarred Arfa has been named executive vp/head of global music for the newly-rebranded agency Independent Artist Group (IAG), the company’s newly installed CEO Jim Osborne announced on Tuesday (June 27).
The launch of IAG was formally announced last week with Osborne at the helm. The company was formed via a merger of two agencies: Agency For the Performing Arts (APA) and Artist Group International (AGI), where Arfa served as COO.
At IAG, Arfa will oversee the day-to-day operations of the combined AGI and APA music departments, reporting to Osborne. As announced last week, Arfa’s father, AGI founder/CEO Dennis Arfa, will serve as chairman of IAG’s music division while Marsha Vlasic will serve as vice-chair.
The deal was made possible thanks to a 2020 investment in APA by billionaire Ron Burkle, whose Yaicapa Companies has long been an investor in AGI.
“Jarred has been instrumental in getting this partnership to the finish line,” says Osborne. “We have tremendous confidence in him to not only lead the day-to-day operations of our music department but to help us grow it from here,”
At AGI, Jarred’s responsibilities included business development, legal, financial and corporate reporting; overseeing artists’ tour contracts; VIP ticketing; and sponsorship and brand partnerships. He will continue to do the same at IAG, with the added help of the infrastructure inherited from the full-service APA, which in addition to music and comedy touring also includes legal, tour marketing, branding and sponsorships departments.
“We have relied on Jarred on so many levels over the years to not only oversee the operations of AGI but to also assist us in furthering our investments in the music business,” said Burkle in a statement.
Jarred will continue to work closely with Billy Joel’s team, assisting on the singer-songwriter’s record-breaking residency at Madison Square Garden along with his other tour dates.
“Jarred has been an invaluable asset to us on so many levels,” added Vlasic. “We have tremendous confidence in him to lead our efforts to integrate and grow our combined music assets enabling our artists and agents to thrive.”
While at AGI, Jarred was an instrumental advisor in the company’s sale to The Yucaipa Companies in 2012 and later served as a conduit for Yucaipa’s investments in K2 and Danny Wimmer Presents.
“I am excited to work with the outstanding young team of APA agents who have been thriving, particularly in urban, as we combine into one cohesive unit,” Jarred said. “I look forward to further offering crossover opportunities for our artists that Jim Osborne and his team have done such an amazing job at. Our plan is to grow the department with a quality over quantity ethos.”
Jarred began his career at Robert Silverman’s CKX Inc., where he acted as director of Muhammad Ali Enterprises and director of operations for Elvis Presley Enterprises.
Two major forces in talent representation are coming together via the merger of Agency For the Performing Arts (APA) and Artist Group International (AGI).
Announced today (June 21), this partnership launches the newly formed Independent Artist Group (IAG). The company will have offices in Los Angeles, New York, Nashville and Atlanta.
Current APA president Jim Osborne will lead IAG as CEO. Dennis Arfa, founder and CEO of AGI, will serve as chairman of IAG’s music division. AGI president Marsh Vlasic will serve as vice-chair of this music division, with Vlasic, Arfa, AGI COO Jarred Arfa, AGI president of touring Adam Kornfeld and the rest of the company’s senior agents and staff all joining IAG. As reported by Digital Music News, APA recently let go of several of its music agents.
The creation of IAG follows an agreement between APA and Yucaipa Entertainment LLC, a private investment firm owned by Ron Burkle that, as DMN reports, acquired AGI in January 2012 and made a major non-equity investment into APA in September 2012.
Arfa founded touring agency AGI 35 years ago. The company delivers IAG a client roster that includes Billy Joel, Metallica, Def Leppard, Rod Stewart, Motley Crue, Linkin Park, Jane’s Addiction, Darryl Hall & John Oates, Norah Jones, Neil Young, The Strokes, Smashing Pumpkins, Ghost, Elvis Costello, Cage The Elephant and Five Finger Death Punch.
APA touring music clients coming to IAG include 50 Cent, Mary J. Blige, Ms. Lauryn Hill, 2 Chainz, NE-YO, Key Glock, $not, Kamasi Washington, D’Angelo, blackbear, JAX, Cypress Hill, Bryce Vine, Jon Bellion and Robert Glasper.
The merger follows recent AGI and APA collaborations involving AGI clients Billy Joel, Daryl Hall, Perry Farrell, GHOST and Billy Corgan.
“Dennis Arfa and his exceptional colleagues at AGI are revered in the industry, having built a spectacular artist roster and a sterling reputation,” Osborne says in a statement. “The great news is we have already established a tremendous working relationship with them through shared representation on some of their most valued artists. This new partnership with AGI and our rebrand to Independent Artist Group (IAG)is another major step that elevates us within the agency landscape…and we are not done yet!”
“This was the natural next step in our evolution and made in the best interests of our valued artists,” adds Arfa. “We have admired how Jim Osborne and their colleagues have been market leaders in creating brand expanding, non-touring revenue opportunities for their clients and we are excited to build on that success with them and look forward to integrating under the Independent Artist Group (IAG) banner.”
-
Pages