Artist Alife Talent Agency

Artist Agency Review:

This blog post is a review of Artist ALife talent agency and what they stand for in our contemporary underground music culture today. Artist Alife is a newer agency I stumbled upon that just so happens to represent some extremely talented musicians. Alife focuses on talent management and international artist marketing in the electronic music scene. They center their artist roster in the electronic genre but also have an Artist Alife Urban Unit known to bridge the gaps in other genres such as hip-hop. The philosophies of the electronic culture and the hip-hop culture looked extremely different years ago. But today they are more alike then ever as they fuse into one anthers sound classifications. There is a seamless transition in these sub-cultures recently growing in today’s pop culture. So many pop icons are making this sound grow as they use loops from electronic producers. Daft Punk’s Harder Better Faster Stronger came into hip hop and from then on I am hearing more and more get looped in! As artists today fuse these genres talent agencies can divert from market segmentation to a new transition of the two genres. For Artist Alife that change alone makes the abilities of hiring and connecting artists and artist managers more diverse. Who would have thought “techno” and “hip-hop” would unite in the music cultures? This 5 year-old agency has the right idea on taking control through promotional efforts and taking marketing concepts for top artists in the industry and using it to lift off the newer names on their roster.

Two partners who are deep in the electronic and urban music scene, Tom Preuss and Yasire “Dice” Ben Achour, founded artist Alife in 2007 in Dusseldorf. Their team has quickly sprouted into a large family and represents some of the industries top growing artists like Alexkidd, Victor Calderone, Martin Buttrich, Loco Dice, and many more! They also promote some of the biggest talent in the industry such as Dubfire, Carl Cox, Dj T. and others. Core competences and skills in the field of scene marketing focus on developing design and communication pieces for artist marketing as well as reaching out to affiliated partners. Their target market is music interested, fashion conscious and opinionated leader groups. As a family with diverse influences and multicultural backgrounds they present a platform into the industry that is unique. In my opinion design and fashion efforts focused around event promotion is a great strategy to launch campaigns for new artists. There is also an array of pod casts and merchandise to keep the buzz alive for their international marketing campaigns to lift their artists.  

This team of artist managers focuses on day-to-day business affairs of their artists as well as guiding their professional career toward long-term goals, which get laid out by an assigned manager. Artist Alife divides their artists roster by urban artists and electronic artists on the site to differentiate management segments. Both units advise and counsel talent concerning professional matters, long-term plans and personal decisions that may affect their career. They organize worldwide events and take care of all matters on separate teams to unite their artists into the appropriate bookings. Although some segregation is needed they intermix talent and management to keep the growth factor mentioned previously in both genres.  

Follow up:
As a follow-up to this review I plan to get in touch with Sandra, a booking agent in the company and see about some more information. Get an inside perspective on the corporate culture and see what’s coming up for Artist Alife! I would like to learn more about the efforts in the states as well. Possibly hear about the selection process used in acquiring talent and sustaining their careers. There is much to be said about emerging talent agencies and what sets them apart from the rest of the competition! Their website was unique with a flash platform that had artist managers profiles in classy black and white head-shots. Definitely unique because when you hover on the pic their faces turn and flip. When I clicked on an agent you are taken to a direct outlook message to contact. Well done Artist Alife, I wish you the best of luck for the future and look forward to speaking with you!

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