How to Get a Booking Agent: When You're Ready and How to Pitch

Standfirst: Every band that has played a few good shows eventually asks the same thing: how do we get an agent? The honest answer is that agents come to artists who already have some live demand, not the other way round. Here's how to tell whether you're ready, what an agent costs, how to pitch one without wasting their time, and what to check before signing.

Last checked: 27 October 2026.

What a booking agent does (and doesn't do)

A booking agent sells your live shows. They pitch you to promoters, venues, colleges, corporate buyers and festivals, negotiate the fee, and handle offers and contracts for those shows.

A manager is different. A manager runs your career as a whole: releases, team, strategy, brand deals, and often chooses and supervises the agent. In India the two roles often merge, with one company offering "management and bookings" together. Delhi's MGMH and the all-India agency KRUNK are both described as doing both (Loudest). When you talk to anyone, ask which job they're actually offering.

An agent won't build your audience from zero. They take existing demand and turn it into more and better-paid shows.

Are you ready? An honest checklist

Agents work on commission, so they only take on acts they can sell. Before pitching, you want most of these:

• A live record. A list of shows you've played: venues, cities, dates, and attendance where you know it. Support slots for bigger acts count.
• Live video. A good recording of a recent real show, not a studio session (Indie Music India Toolkit).
• Some streaming and social traction. One Indian toolkit suggests around 10,000 monthly Spotify listeners in India as a starting point, while noting the threshold varies by genre (Indie Music India Toolkit).
• Press. Coverage from credible music media helps (Indie Music India Toolkit). Our get-covered guide walks through that.
• A tidy EPK. Bio, photos, links, tech rider and contacts on one page. See how to build an electronic press kit.

If you have none of this yet, you're not stuck. Self-book first. Our live gigs, venues and permits guide covers getting the first paid shows. Every show you book yourself is evidence for the pitch later.

What booking agents charge

The standard commission is 10–15% of the gross performance fee, meaning before expenses, GST and TDS. On a Rs 1,00,000 show, that's Rs 10,000–15,000 to the agent (Indie Music India Toolkit). International guidance gives the same 10–15% range (Chartlex).

Combined management-and-booking deals in India can run higher. Azadi Records was reported to take 20% when it booked a gig or brand deal for its artists (Loudest).

Red flag: monthly retainers or upfront "registration" fees from someone calling themselves a booking agent. Reputable agents work on commission only, so they earn when you earn (Indie Music India Toolkit; Chartlex).

How to find the right agent

1. Work backwards from lineups. Look at festival lineups, venue calendars and tour posters for acts in your genre one level above you. Find out who books them. Agency websites usually list their roster and which agent handles which act (Chartlex).
2. Match genre. An agent who books electronic acts is the wrong person for a folk band (Indie Music India Toolkit).
3. Match level. Don't pitch the biggest agency in the country when you draw 80 people. Boutique and regional agencies with artists at your stage are the realistic target (Chartlex).
4. Look for warm introductions. Cold emails to Indian agents have a low hit rate. An introduction from an artist on their roster, a festival programmer or a venue booker works much better (Indie Music India Toolkit).

Festivals and showcases are also where agents scout. Our Indian music festivals calendar lists the main events.

How to pitch: keep it short

Both Indian and international guides say the same thing: two short paragraphs, links rather than attachments, and one specific ask (Indie Music India Toolkit; Chartlex).

A template you can adapt:

Subject: [Band name] — [genre], [city] — representation for [specific plan] Hi [Name], we're [band], a [genre] act from [city]. In the last 12 months we've played [number] shows including [best 2–3 venues/festivals], with [draw/ticket figure if strong]. Our latest single [title] is at [real number] streams. We're looking for representation for [e.g. a five-city club run in Q1, or college season]. Live video: [link]. EPK: [link]. Would you have 15 minutes for a call?

Follow up once, about two weeks later. After that, move on and keep a log of who you've contacted (Chartlex).

Questions to ask before you sign

• Who else do you represent, and in which genres?
• Which venues, festivals and promoters do you actually work with?
• What's your commission, and is it on gross or net?
• Any upfront fees, retainers or expenses?
• How many shows do you expect to book in the first six months?
• What's the exclusivity: city, India, Asia, worldwide?
• What's the notice period if either of us wants out?

These questions come from the Indie Music India booking agents guide (toolkit).

Contract terms to check

There's no standard booking contract in India, and terms vary a lot (Indie Music India Toolkit). Read these clauses closely:

• Territory. It should match where the agent can actually sell you. An agent with no UK contacts shouldn't hold exclusive UK rights (Chartlex).
• Term. One to two years is common for a first deal. Be careful with anything longer that has no exit clause (Chartlex).
• Self-booked shows. Some contracts give the agent commission on shows you book yourself. Negotiate a carve-out.
• Payment flow. Does the promoter pay the agent, who pays you, or pay you directly? Get timelines in writing.
• Termination. What happens to shows already in progress if you part ways?

Have an entertainment lawyer or a music-industry CA review the agreement before you sign.

FAQ

How much does a booking agent take? Usually 10–15% of the gross show fee. Combined management-and-booking deals in India can be around 20%.

Do I need a booking agent to play festivals? Not always. Smaller festivals and showcases accept direct pitches or run open calls. Bigger festivals in India mostly book through agencies and managers.

Should I pay a booking agent upfront? No. Reputable agents work on commission. Treat upfront fees as a red flag.

What's the difference between a booking agent and a manager? An agent sells and negotiates live shows. A manager runs your wider career and often hires the agent. Many Indian companies offer both.

How many fans do I need before an agent will sign me? There's no fixed number. What agents look for is proof you can sell tickets: a show history, a real draw, live video and some streaming traction.

How do I find booking agents in India? Check who books artists in your genre one level above you, read agency rosters, and ask for introductions through artists, venue bookers and festival programmers.