Our work for: Primary Talent International

An international contract and ticket sales management system

Primary Talent had recently expanded their business, bringing a number of smaller talent agencies under their umbrella. They needed a system to help them standardise their practices, improve their workflows and get a better overview of what was happening across the company.

The challenge

To develop a bespoke web-based workflow management system that would consolidate and standardise data and documents relating to the contracts, payments and ticket sales for performances by live music artists and DJs.


Music, Live entertainment


Primary Talent International is a London-based music booking agency that manages international tours and bookings for music artists. They have more than 400 live acts and around 150 DJs on their rosters, and take bookings from around the world.

The project

We didn’t realise just how complicated the live music industry was until we started on this project. Our brief was to create a system that would merge the data that was held in Primary Talent’s internal system with that from newly acquired divisions where data existed in spreadsheets and smaller admin databases.

We met with the company and spoke to the bookings agents directly, trying to understand the intricacies that go with organising and finalising international bookings. Each country has its own quirks, particularly around payments and ticket sales, and the new system needed to accommodate these.

It also needed to give agents the means to modify standardised letters, contracts and invoices, manage multi-country, multi-gig tours, and check and analyse ticket sales.

The result

All agents within the company can now use the same contract management system to administer and monitor all aspects of their bookings. The system provides enough flexibility to deal with the different requirements for the different countries too.

Many of the routine reminders and follow-up communications are now automated, and pre-set reminders alert the agents when they need to do something related to a specific booking.

Agents can now easily track ticket sales against predictions, and the system takes into account the ticket-buying habits of different countries, so that agents can quickly identify bookings where ticket sales are not at the level they should be and take action.

"Ask Robin if he would say something nice about us"
Robin Lewis - IT Manager, Primary Talent International
Primary Talent International Logo

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