DESIREE VENUTO
Desiree Venuto has been making a name for herself in the music industry over the past couple of years. Starting out booking gigs in Geelong, to now booking soldout shows all over the world for some of Australia’s biggest artists, there’s a good chance you have attended multiple shows Desiree has organised. Currently working at Lonely Lands Agency, Hazy Days Music thanks Desiree for taking the time out and giving us an insight into what it’s like to be an artist booker.
After experiencing almost every pathway of the music industry, how did you decide booking was the right career for you? Was it a difficult choice picking a booking agency over being a venue booker?
I’ve always had the most interest in the live side of the music industry. The work behind getting artists onto festival bills, touring and putting on live shows was something that interested me a lot. The last few years I have promoted my own weekly shows at venues across Melbourne and Geelong. I just booked who I thought sounded good and who I wanted to see live. It’s been a great opportunity to learn the process of booking a show and how to promote it. I think I have always leaned more towards a career working at an Agency rather than booking a venue. When you work at an agency you get to be a part of the artist career and see their growth along the way. Witnessing them play to a small crowd to selling out shows all around the country from all their hard work is very rewarding to see.
The team you have been able to surround yourself with over the past couple of years is very impressive. Having all this experience and knowledge around you, how important have you found it in developing and learning the industry? Who has been your most influential mentor? What made them so special?
I've always heard ‘It’s about who you know not what you know’ which I think is true to some degree. Pushing your boundaries and meeting new people only creates new opportunities for you. I think in the industry no matter how early or late you are in your career it’s important for everyone to branch out and continue to meet new people in order to grow. I will always respect and never forget anyone that has given me the time of day for a phone call, sat down for a coffee or let me interned for them. There are a handful of people that have really made an impact. Shaun Adams has been a very influential mentor. He’s always been available to answer my questions, phone calls and given practical advice. He also gave me the opportunity to book my own shows where I learned so many skills. Amanda Vitaris, Bec Young, Mel and Lou from The Push have been amazing too. Also, Jaddan Commerford and Harry Moore who saw potential in me to work at Lonely Lands Agency and let me do what I love.
2019 was an incredible year for Lonely Lands and it's roster (Ocean Alley, Tash Sultana and Trophy Eyes). It seemed like every festival had Lonely Lands artists playing on them and if there wasn't a festival on that weekend, Lonely Lands had artists playing shows all over Australia. Meanwhile, Tones and I is blowing up and becoming the biggest artist in the world. Could you describe what this time was like, it must have been insane?
It really has been a crazy first year for The Agency. I still pinch myself that I get to work alongside these incredible artists and the Lonely Lands team. I’m in a lucky position that I get to learn how to advance shows from a 200 cap venue to a 10,000 cap venue. Watching Tones And I sell out multiple Workers Clubs, followed by soldout shows at The Corner and now The Forum, it has been really crazy to see her grow in such a short amount of time. The team behind her is so inspiring and amazing to work alongside. It's also been really exciting to see one of our development acts Jack Botts sell out his first debut headline tour too.
What advice would you give someone who is trying to start a career in the music industry? Something that they might not learn in a music course or find online.
The best thing you can do is create opportunities for yourself. Start by helping a friends band or book a show with local artists you love. Just do it and don’t be afraid to make mistakes. Be proactive in the local scene to meet artists and punters, and build on those relationships to collaborate together. Don’t be afraid to ask for opportunities or ask questions, but don’t lose enthusiasm when you're told no or don’t get a reply. During Uni I reached out to multiple companies asking for internships, work experience etc and never got replies. Volunteering at festivals and events is great, you never know who you're going to meet along the way. Its important to always have the big picture in mind even when you’re doing work you may not love like wrist banding punters or sticking up posters. Music Victoria and APRA hold regular workshops and panels and is a great place to meet like minded people. I’m still in touch with people I met years ago at these events. The Push are an amazing non for profit organisation that have a range of programs. Every year they run The Push Mentoring program where they match you with an industry professional tailored to your interests. This program was really influential in my career development and got my foot in the door. One of my favourite quotes that I think about a lot is from Tom Windish at Paradigm Agency is “Go after things that you love and work as hard as you can for them".
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