The Agency Group, a booking agency that represents The Black Keys, Gotye, Macklemore & Ryan Lewis and others, signed a deal agreeing to refer select clients to PledgeMusic, an online platform that allows artists to raise money for various projects.
The deal, announced by both companies Monday as a "mutually beneficial agreement," also calls for PledgeMusic to send some of its up-and-coming clients to TAG for booking live concerts and tours.
PledgeMusic recently redesigned its services to include a broader range of ways musicians can raise money from their fans. Rather than having campaigns for just album releases, the platform has fostered additional types of campaigns that help fund a multitude of projects, from videos to tours. Among the artists who have used PledgeMusic are Slash, The Hold Steady, The Lumineers, 311, Bring Me The Horizon, Ben Folds Five and LCD Soundsystem.
TAG represents about 2,000 artists and celebrities. Its founder, Neil Warnock, is the sole booking agent for Dolly Parton, Alice Cooper, Motorhead and Liza Minnelli.
The companies billed the agreement as "the first time a talent agency has partnered with a direct-to-fan platform."
"The partnership between PledgeMusic and The Agency Group is a perfect fit, and a part of what we see as a growing ecosystem for artists," Benji Rogers, Founder and President of PledgeMusic, said in a statement.