How to make it in the music industry - Live and Unsigned talks to The Agency Group’s Geoff Meall

Geoff Meall talks to Live and Unsigned about how to make it in the music industry. Geoff is the director of one of the world’s leading booking agencies, The Agency Group. Geoff is one of the most well known music industry agents in the UK. Like many agents, he started his career in live music as College Social Secretary at Oxford Polytechnic before taking the step into the booking agency world.

Based in the UK, Geoff is responsible for the London arm of the international Agency and books some of the biggest acts in the music industry. He’s worked with the likes of Muse, Paramore, My Chemical Romance, Doves, Funeral for a Friend, Super Furry Animals, The Zutons and The Pogues.

Geoff Meall music industry advice

L&U: How much has the industry changed in the last few years and have you any idea where it’s heading?

Geoff: The music industry has probably had its biggest changes it’s ever experienced over the last decade. The decline of recorded music sales and the effect of new technologies on the entire industry being the two biggest factors – every day is a learning experience and I have no idea where we’re heading in all seriousness!

L&U: What do bands/acts need to do to get noticed these days?

Geoff: Still the same factor – I’ve always believed if you’re good enough you’ll get noticed – don’t moan about not being discovered – work hard to get your name noticed. The industry in this country is so well established that a buzz about a band from the remotest part of the country still makes its way around the business. New technology has made the ‘getting noticed’ issue easier in my mind.

L&U: A lot of people call it a DIY industry today, is attitude more important than ever?

Geoff: Personally I like attitude… but try to be original – nothing worse than a copy of someone who’s done it before.

L&U: Do you still find acts are expecting someone to push a button for them and a record deal will come from the sky?

Geoff: Sadly yes!

L&U: What do you think about the charts today?

Geoff: I’m a child of the 70’s (and in the industry) so they still hold a piece of my heart but not too sure the charts mean a thing to the ‘youff’.

Music Industry Changes

L&U: How has the music industry changed in your time involved in it, is it for the better or worse?

Geoff: Wow – that’s a biggie. I’ve been booking since 1992 and until ‘94 the live industry was really tough. That changed in the mid 90’s with the Britpop and festival explosion and it became a cultural phenomenon for British people to go to live events and we experienced a boom. I think the last two years have seen a small downtown probably caused by the recession, but overall the live industry is a good place to be.

Music Agent advice

L&U: So what does an Agent look for?

Geoff: I can’t speak for all but, for me, I need to like the music first and foremost, then be sure that everything around the act will give them a chance of success…have they got good management, someone who can spend money marketing them (not necessarily a label anymore but still the usual main supporter), a desire to work hard and I have to ask if they fit into a situation where I suit them as an agent with my experience of booking their genre?

Get noticed in the Music Industry

L&U: You have over a thousand acts on the books at the Agency Group, what does it take for you to notice someone?

Geoff: I can’t speak for everyone here as we all have our tastes and choices, but pretty much we would all be wanting to take an act on that they liked and who they believe will go on to be successful. It’s much more fun looking after successful acts than struggling ones!

L&U: You’ve worked with bands like The Zutons and Paramore in recent years. They both have a very unique sound. How important is that unique selling point?

Geoff: It’s good to have a unique sound that sets you apart from the rest but it has to be a sound that people like!

L&U: What successful ingredient do you see in acts that make it?

Geoff: Talent, drive and willingness to listen to good advice.

L&U: Any acts under the radar that you are tipping for success?

Geoff: King Charles – one of mine of course!

Geoff Meall on Music Competitions

Geoff Meall on Live and Unsigned

L&U: Are competitions like Live and Unsigned important? If so, why?

Geoff: This year was the first time I’ve taken notice of the competition – personally I think it’s a great thing.  It gives real live artists a chance to showcase properly to industry professionals and to take their feedback.

L&U: What place do competitions like Live and Unsigned have in the industry?

Geoff: It’s a great opportunity for bands to get seen.

L&U: How else should acts get their name out there?

Geoff:Work hard, be driven and use all the technology out there at your disposal. Also, get a good manager.

Music Industry Tips

L&U: Any top tips for acts performing?

Geoff: Believe that you’re the best band/act in the world – take your 3-4 minute opportunity and show off to your best ability.

L&U: A few thoughts on how the winner this year should capitalise on success? So many talent show winners flicker for a while and then just disappear!

Geoff: Get a good manager! Winning is only the start – you have so much more to do and you need a good guide.

Don’t miss your chance to play in front of industry professionals!