Talent Buying 101: Securing the Right Acts for Your Festival

Every great festival, whether it’s a music weekend in the desert or a local food fair in town, lives and dies by its lineup. The performers, speakers, chefs, or artists you feature are the heart of the event. Crafting the perfect lineup is a puzzle that involves matching your festival’s vision with practical realities like budgets and schedules. It may seem easy to scribble down a dream list of headliners on a napkin, but turning that wish list into a real set of bookings is where true festival-producing skill comes in. This guide offers proven advice from seasoned festival producers on how to approach talent buying strategically and effectively, no matter your festival’s size or type.

Define Your Festival’s Vision and Audience

Successful talent buying starts with clarity about your festival’s identity. Before contacting any act, outline what your event is about and who it’s for. Is it an indie music festival for art-rock fans, a regional food festival celebrating local chefs, a film festival highlighting horror movies, or a tech conference with visionary speakers? The talent you seek should align closely with the theme and audience expectations of your event.

• Identify your genre and theme: Make a list of genres or fields that best represent your festival. For a music festival, this could be EDM, hip-hop, folk, etc. For a food fest, decide if it’s about gourmet cuisine, street food, BBQ, vegan fare, and so on.
• Know your audience demographics: Are your attendees mostly teens and young adults looking for trending names, or an older crowd drawn to legacy acts and classic favorites? Understanding this helps target the right talent. For example, a nostalgic 90s-themed festival might book well-known bands from that era, whereas a comic convention might secure popular voice actors or internet celebrities that appeal to a younger fanbase.
• Create a talent wishlist: With your theme and audience in mind, start drafting a list of potential artists or guests that fit. Include a mix of big names and niche picks that match your festival’s vibe. If it’s a multi-genre music festival, you might list headliners for each genre stage as well as interesting crossover acts. For a food festival, your list could include a celebrity chef or two, plus renowned local restaurateurs and up-and-coming culinary talent.

At this stage, think broadly and creatively. The goal is to compile a pool of candidates that fit your festival – you will narrow it down based on feasibility soon. The key is ensuring every act on the list makes sense for the story your event is telling. A cohesive lineup builds your festival’s brand and credibility with fans.

Budgeting and Lineup Tiers: Headliners vs. Emerging Talent

With a target list in hand, the next filter is your budget. Talent fees can vary wildly, so you’ll need to balance marquee names with affordable emerging acts. Start by determining how much of your overall event budget is available for talent, and then break it down by how many slots you need to fill.

• Allocate budget across lineup tiers: Typically, festivals have a few top-billed headliners, a middle tier of well-known but not superstar acts, and a lower tier of local or emerging talent. Decide how many headliners you realistically need and can afford. One big name might draw crowds, but supporting talent keeps attendees entertained throughout. For instance, if your total talent budget is $100,000, you might allocate 50% of that to one or two headliners, 30% to several mid-level acts, and 20% to a larger number of up-and-coming or local performers.
• Spend wisely on headliners: Headliners are crucial for marketing – they sell tickets and grab headlines – but don’t blow your entire budget on one or two acts. It’s a common rookie mistake to overpay for a dream headliner and then have no funds left for a well-rounded lineup. A festival with three days of great music and variety will often satisfy attendees more than one with a huge star but little else of interest. Always weigh an act’s cost against their true drawing power among your target audience. Sometimes a slightly less expensive artist with a passionate fanbase can be a better investment than the absolute top-dollar star.
• Value of emerging and local acts: Emerging artists, local bands, or regional guests can add immense flavor to your festival at a lower cost. They often bring their own loyal followings and give your event a unique identity. Plus, discovering new talent is a big part of the festival experience for attendees. A smart strategy is to book a handful of buzzworthy up-and-comers alongside the big names. This not only keeps your budget in check but also ensures you’re catering to both casual fans (who come for the headliner) and die-hard enthusiasts (who appreciate the new discoveries). And don’t underestimate local talent – booking a beloved hometown band or a local celebrity chef can boost community support and free word-of-mouth promotion.

Remember, budgeting for talent isn’t just about booking the cheapest acts – it’s about getting the most impact for your spend. A balanced lineup with a few recognizable names and strong support acts can often outperform an unbalanced bill where one act overshadows the rest. Savvy festival producers prioritize quality and fit over sheer star power, especially when funds are limited.

Working with Booking Agents and Industry Resources

Once you know who you want and what you can spend, it’s time to start reaching out – and in the festival world, that usually means working with booking agents. Most established artists, speakers, and chefs are represented by agents or managers who handle appearance offers. Building relationships with these gatekeepers is a fundamental skill in talent buying.

• Identify the right agent or representative: For each artist or personality on your wishlist, find out who handles their bookings. In the music industry, major agencies (like CAA, WME, UTA, etc.) represent many big acts, while smaller agencies or independent agents handle others. Many agencies list their rosters online, and artists’ official websites or social media often have booking contact info. In the culinary world, chefs may be represented by speaking bureaus or specialty talent agencies, and filmmakers or authors might have publicists or managers. Do a bit of homework to track down the correct contact.
• Use industry databases: Consider subscribing to resources like PollstarPro or CelebrityAccess, which provide a wealth of data about artists’ touring history, typical fees, and agent contacts. These tools let you see an artist’s past festival appearances, average ticket sales, and even the booking agent’s name and number. For example, you can research if Band X toured in your region recently and how big a crowd they drew, which helps gauge their current popularity and reasonable fee. Such information is invaluable for making informed offers and avoiding overpaying for an act.
• Craft a professional pitch: When approaching an agent, have a clear and concise proposal ready. Introduce your festival, including key details like date, location, event theme, expected attendance, and any past editions or notable successes (if applicable). Outline which slot you’re interested in offering (e.g. headliner on Saturday night, or a daytime workshop session for a chef, etc.), and the budget or fee range you have in mind for that slot. You don’t need a full contract at this stage, but you should signal that you’re a serious promoter with a viable event. Politeness and professionalism go a long way – remember, agents get many inquiries, and they’ll prioritize those that sound credible.
• Negotiate and build relationships: The first response from an agent might be a quote that’s above your budget, or a note that the artist is unavailable. This is where negotiation and flexibility come in. Maybe you can slightly increase your offer, or adjust the performance slot, or offer something extra (like covering a specific travel request or highlighting the artist in marketing materials) to sweeten the deal. If it’s still a no, politely thank them and keep the door open for future opportunities. Every interaction matters because you’ll likely work with these agents again for other artists. Over time, as you prove your festival is well-run and delivers on promises (payment, hospitality, production quality, etc.), agents will be more eager to place their talent at your event. Relationships are currency in the talent buying world – a good rapport with agents and managers can even lead to them proactively suggesting acts to you or giving you early heads-up on tour plans.

Keep track of all communications and offers in a spreadsheet or talent booking software. This helps you manage who has been contacted, what their response was, and any notes about availability or requirements. It’s not uncommon to be in talks with dozens of acts simultaneously, so staying organized is key.

Timing is Everything: Start Early and Plan Ahead

One piece of advice veteran festival producers universally share: start talent booking as early as possible. Top-tier acts’ schedules fill up far in advance, and you don’t want to be the organizer left scrambling for a headliner because you waited too long.

• Understand booking timelines: Many major artists confirm festival dates a year or more ahead of the event. In fact, for high-demand headliners, you might need to initiate conversations 12 to 18 months before your festival. Large music festivals often lock in their headliners first, then build the rest of the lineup around them. Smaller undercard acts are typically booked closer to the event date – sometimes within 3-6 months prior – but even those should be on your radar early. The key is top-down booking: secure the biggest names early, so you know the anchor points of your lineup and budget.
• Coordinate with tour cycles: Research your target artists’ tour schedules and album release cycles. If a band is releasing a new album in the spring and planning a summer tour, they’re more likely to be available (and eager) to play summer festivals. Tools like PollstarPro can show you if an artist will be touring near your region around your festival dates. If you see a favorite DJ is performing in your state the night before your event, that’s a golden opportunity to book them while they’re in the area. On the other hand, if an artist just did a big tour in your city a month ago, they might skip your festival to avoid over-saturating the market (or their contract might include a radius clause preventing nearby appearances). Timing your offers when artists are looking to book gigs will greatly improve your hit rate.
• Leave room for logistics: Starting early also gives you more time to handle the nitty-gritty logistics once artists are confirmed. Visas, travel arrangements, technical riders, accommodation – all these need lead time. If you lock in talent late, you might run into practical roadblocks or expensive last-minute needs. Early booking means you and the artist’s team can work out all requirements with less pressure. Plus, you can announce your lineup earlier, which helps with marketing and ticket sales.
• Avoid peak competition when possible: If your festival is during a very popular season or weekend (for example, a holiday weekend or the same week as other famous festivals), understand that every other promoter is chasing talent for those dates too. Agents may be juggling multiple offers for the same act. Wherever you can, get in front of the pack – even being a week or two earlier with an offer can make the difference in securing an artist.

In short, the early bird gets the worm (or in this case, the headliner). Give yourself a long runway for talent buying. It’s far better to have your lineup mostly confirmed well ahead of time than to face the stress of last-minute booking. Your future self – and your marketing team – will thank you.

Crafting a Balanced and Diverse Lineup

Booking “the right acts” isn’t just about individual big names – it’s also about how the lineup works as a whole. The best festivals offer a balanced mix of talent that creates a memorable, cohesive experience. Achieving that requires curating a diverse roster while still staying true to your festival’s core identity.

• Mix big draws with fresh faces: We’ve discussed headliners and emerging talent in terms of budget, but it’s equally important from a programming perspective. Headliners will get people in the gate, yet it’s often the lesser-known performers earlier in the day who create the festival’s atmosphere. Aim for a lineup where a casual attendee recognizes some names, but also has the thrill of discovering new favorites. For example, a day at a music festival might start with a local indie band, build up with a mid-afternoon set by a buzzing new artist, and culminate in a legendary act at night. The variety keeps different segments of your audience engaged. Likewise, at a wellness festival, you might balance a famous keynote speaker with a series of workshops led by respected but not nationally famous instructors—attendees get star power and substance.
• Cross-promote genres and styles thoughtfully: If your event spans multiple genres or interests, think about how acts complement each other. Festivals are often remembered for special moments—maybe an unexpected collaboration on stage, or a perfect flow of energy from one act to the next. When curating, consider scheduling and vibes: a high-energy DJ might suit a late-night slot after a day of live bands, or a chef known for molecular gastronomy could be the grand finale after a day of farm-to-table cooking demos. Diversity in the lineup can broaden your appeal, but ensure there’s a thread connecting everything. You want the audience to feel a sense of unity in the experience, rather than feeling like they’re jumping between completely disjointed events under one banner.
• Include local and culturally relevant talent: The “right acts” for your festival often include those from the host community or those that reflect your festival’s cultural context. Inviting local musicians or creators gives your event a hometown pride element and can activate local media coverage. If your festival celebrates a particular culture or heritage, include performers from that background to lend authenticity. For instance, a regional wine & food festival might feature local bands between wine tasting sessions, or a film festival might honor a local filmmaker alongside international entries. These touches enrich the lineup and often come at a lower cost, which is a bonus for your budget.

A well-rounded lineup not only sells tickets but also ensures that once people arrive, they have a fulfilling experience from start to finish. Aim for balance: international stars and homegrown heroes, familiar hits and new discoveries, high-energy acts and moments of reflection. This diversity keeps the festival dynamic and memorable, increasing the chances that attendees will come back for the next edition.

Stay Flexible: Backup Plans and Contingencies

One of the golden rules of talent buying is never put all your eggs in one basket. In festival planning, flexibility is your best friend. You might have a “dream” artist or speaker that you’re determined to book, but it’s vital to have backup options and an open mind, because things don’t always go as envisioned.

• Don’t get married to one dream artist: It’s perfectly fine to have a top choice – say, that one headliner you believe would make your festival an instant hit. Pursue it, but simultaneously line up plan B, C, and D. Availability can be a wild card; maybe that artist is recording an album and not touring, or perhaps they’ve signed an exclusive deal with another festival. Fees can also be a deal-breaker – you might learn that your ideal act wants double your entire talent budget. By identifying several suitable candidates for each major slot on your lineup, you won’t be left empty-handed if your first choice falls through. For instance, one renowned festival had its top-billed headliner bow out just weeks before showtime; because the organizers kept a standby option in mind, they swiftly slotted in a replacement and averted a potential attendee backlash. Likewise, if your heart is set on a particular DJ who ends up unavailable, having a shortlist of other popular DJs in the same genre means you can quickly pivot and still deliver a comparable experience.
• Expect the unexpected: Even after booking, surprises happen. Acts can cancel due to illness, travel issues, or sudden changes in their schedule. Seasoned festival producers always have contingency plans. This could mean quietly scouting a replacement headliner in advance (just in case), or ensuring that some of your booked artists can extend their set or perform a second time if a slot opens up. In multi-stage music festivals, if a band cancels last-minute, maybe a DJ on another stage can be elevated to fill the gap and keep the crowd energy up. It’s wise to build a network of potential stand-in performers, especially local talent who can step in with short notice.
• Maintain good communication: If an artist’s availability is uncertain, keep an open dialogue with their agent. Sometimes an act might give you a “soft hold” (a tentative yes) pending something else – be polite but persistent in tracking their status, and have a deadline in mind for when you’d need to move to a backup. Similarly, inform agents if you’re considering other options; it can gently encourage a faster answer on a pending offer when they know time is of the essence (just do so professionally, without sounding like an ultimatum).
• Learn to say no (and know when others will): Not every desired booking will make sense once all factors are considered. A big name might simply be out of reach financially – in those cases, it’s okay to walk away and refocus on more viable acts. Sometimes an artist might want to play your festival, but you realize their style doesn’t fit the program or their draw doesn’t justify the cost. Being flexible also means making tough calls to keep the lineup strong and cohesive. Sticking to your vision and budget might mean passing on a “big” name if it’s not the right fit in the end.

The bottom line is to build resilience into your talent buying process. By having multiple options and a nimble mindset, you can handle the curveballs without derailing your entire lineup. Attendees will never know how close you were to booking “Artist X” that didn’t work out – they’ll only see and judge the final lineup, which you’ve curated to be excellent with the resources and artists available.

Conclusion: The Wisdom of a Seasoned Talent Buyer

Talent buying for a festival is equal parts art and science. It demands creative flair to envision the perfect mix of acts and the negotiation savvy to make that vision a reality. The world’s most experienced festival producers have learned through trial and error that securing the right acts requires planning, persistence, and a passion for the craft of curation.

For newcomers stepping into this role, the best advice is to absorb all the lessons you can – like those outlined above – but also be ready to learn by doing. Each festival booking season will teach you something new, whether it’s a clever way to rout an artist’s tour date into your event, or a reminder to double-check contract clauses to avoid surprises. Even seasoned pros encounter the unexpected; the difference is they have a toolkit of backup plans and industry contacts at the ready.

In the end, a festival’s lineup should reflect the vision of its creator and the vibe of its community. If you approach talent buying with clear goals, do your homework, start early, build relationships, and stay adaptable, you’ll put yourself in the best position to curate a lineup that not only draws a crowd, but leaves them talking about the experience long after the final act leaves the stage. That is the real reward of securing the right acts – a festival that resonates with attendees and builds a legacy year after year.