General Admission Entertainment Launches New Booking Agency

4 July 2024 | 2:06 pm | Mary Varvaris

General Admission Entertainment is “open for business” and “keen to chat” with artists across Australia seeking control of their touring careers.

Beer & BBQ Festival Adelaide

Beer & BBQ Festival Adelaide (Credit: Nick Astanei)

Australian local live music supporters General Admission Entertainment (GAE) have announced their latest venture: a booking agency.

The new booking agency will help break down barriers faced by artists in South Australia. GAE is set to offer a two-tiered approach: a traditional artist roster and a self-managed service.

With the model in place, artists who sign with GAE can maintain control over their bookings while enjoying the perks of the company’s massive network and access to professional resources.

GAE has already signed some diverse, excellent artists, including drummer and producer Alexander Flood, electronic-indie-dance-punk outfit TONIX, and Aussie punk-rockers LOLA

GAE will host a launch party and showcase from 8 pm on Wednesday, 31 July, to celebrate the new project at Chateau Apollo. GAE’s booking agency will also be presented at this year’s IndieCon conference. If you’d like to score a ticket to the launch event, which is limited in capacity, you can email the General Admission Entertainment team here.

General Admission Entertainment was established in 2007 by Gareth Lewis and Aaron Sandow. Throughout their careers, the pair have supported local music by owning venues, promoting festivals, and delving into artist management.

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GAE has supported festivals such as Parklife, Soundwave, and Groovin' The Moo. Lewis and Sandow are the current custodians of the live music haunt UniBar ADL.

Lewis said of today’s announcement, “Since 2007, Aaron and I have been working in and around the South Australian music industry, whether it be producing shows for interstate and international promoters here in Adelaide or creating our own.

“We see first-hand how tough it is to make a living as an artist based in SA. Awesome acts are so often overlooked in favour of their East Coast peers for no other reason that they just aren't part of the scene, we want to help shift the dial on that.”

Stating that GAE is “open for business” and “keen to chat” with artists across Australia seeking control of their touring careers, Lewis continued, “We can provide the scaffold for those who already tour, already have their own networks and are confident in their brand, to basically enable them to be their own agent.”