In the past three years, Queens-based MC Action Bronson has gone from an unknown artist to an internationally recognized star, signing to Vice/Atlantic and releasing new EP “Saaab Stories” on June 11. Launching a world tour this summer with the help of new booking agent Jeremy Holgerson of the Agency Group, Bronson will take his antics across North America and to international markets. Holgerson partnered with TAG’s James Rubin in the U.K. office and Colin Lewis in Canada.
ROUTING: For Holgerson, the main task was landing festival spots to anchor the tour. “We started in Europe and Canada, and also in the U.S., going after things like Canadian Music Week and South by Southwest, figuring out key shows for Action and using the festivals as our tent poles.” With that in mind, Action will hit such festivals as Firefly in Dover, Del. (June 21), Denmark’s Roskilde (July 6), Hustle in Helsinki (July 19) and the United Kingdom’s Reading (Aug. 24). “Once we had those, we figured out little headline shows around it. Not doing too much touring, but the right touring — a less-is-more approach.”
AUDIENCE: Holgerson focused on key cities in which he knew Action had dedicated fans and venues he could fill. “We made sure whatever shows we booked were going to be packed, because his show is so energetic and interactive,” he says. “He’s in the crowd a lot of times. A sweaty packed show is what we want every time.” Action will swing through the Middle East in Cambridge, Mass. (June 27), Le Trabendo in Paris (July 17), the Observatory in Santa Ana, Calif. (Aug. 6) and Soma in San Diego (Aug. 10).
PROMOTION: Holgerson found that venue promoters and social media were crucial to strong ticket sales: “Whenever he tweets about a show, you definitely see a significant jump in ticket sales and engagement,” he says. Without including ticket giveaways or promotions, Holgerson employed a more word-of-mouth approach to engage sales. “The promoter handles everything, but any press is tied in with the label. We get to the street and get the word out.”
Booking Agent: Jeremy Holgerson, the Agency Group
Tour Dates: June 1-Sept. 6