WME Buys Boutique Music Agency to Build Touring Revenue

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WME Buys Boutique Music Agency to Build Touring Revenue
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The Endeavor-owned representation giant acquired Red 11 Music, a Nashville-based talent firm, and will bring over its CEO Jon Folk and clients.

All employees from Red 11 — agent Geoff Turner, coordinators Josh Green, Dan Kuklinski and Jeremy Upton and agent assistant Lindsey Wines — are said to be joining WME’s Nashville office. With the Red 11 deal, the Endeavor company will have 65 agents based in Nashville along with 25 partners.

The deal marks the latest acquisition for WME, which has had a presence in Music City since 1973 during its William Morris Agency days. The firm’s Nashville office is led by co-heads Becky Gardenhire, Joey Lee and Jay Williams. Lee himself had joined WME via an acquisition, when his 360 Artist Agency was bought by the Ari Emanuel-run firm in 2010. That deal, the last time WME bought a boutique Nashville talent firm, brought client Miranda Lambert and other country stars into the fold.

Touring has been touted as a highlight for WME’s representation unit . Endeavor chief Emanuel said on an earnings call on February 28 that WME booked 40,000 music engagements in 2022 during a post-pandemic “recovery of live entertainment such as music and comedy touring.” If more than 50 percent of WME’s revenue is from non-film or TV clients, as CFO Jason Lublin noted to investors in February, then a chunk of that remainder would likely be from touring and concert bookings. (The boom year in 2022 saw Live Nation, the Ticketmaster owner, post concert revenue of

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