Become an Agent.

By Alma Ernst & Panicos Demetriou

There is no official path into booking. Most people piece it together over years, through trial, luck, and proximity to the right people.

This course is a different way in. Over 13 weeks, Alma Ernst, a booking agent with 30 years of active experience, walks you through how the job actually works from the first pitch to running a full agency simulation.

Apply for September 2026

Applications close 18 September

13Weeks
30+Years experience
20Max participants
Sep 22Next cohort
A live Become an Agent session with Alma Ernst and participants on Zoom
Who Is This For

Is this course for you?

The course is open to anyone who wants to understand how booking actually works. Where you are starting from is less important than how seriously you engage with it. Find yourself below.

New to the industry

You are curious about booking and want a clear, honest picture of the role before committing to a direction.

This sounds like me Career change

You are coming from outside music and want to understand how the industry is structured and where you could fit into it.

This sounds like me Informal supporter

You are already helping an artist or small team and want to understand the full structure around the work you are doing.

This sounds like me Junior agent

You have started working in an agency and want to fill in the gaps, understand the reasoning behind decisions, and build confidence in the role.

This sounds like me Agent's assistant

You work alongside an agent and want to go deeper into the craft: how deals are structured, how relationships are managed, how the job really works.

This sounds like me Supporting a friend

Someone close to you is building a career in music and you want to understand the industry well enough to actually help them.

This sounds like me

Not sure whether this applies to you? You will have the option to speak with Alma before committing. No pressure, just an honest conversation about whether the course fits.

Apply for September
What's included

Everything inside the 13 weeks

13 Live Sessions on Zoom

Every Tuesday from 17:00 to 19:00 Berlin time. Alma leads each one directly, working through the material with the group in real time.

Optional Thursday Sessions

Shorter sessions from 17:00 to 18:00. Not required, but consistently useful for follow-up and anything that needs more space.

All Sessions Recorded

Every session is available to revisit. If you miss something or want to go back, it will be there.

Maximum 20 Participants

The group is intentionally small. Real room for conversation, personal attention, and building relationships with the people in the room.

Session Booklets

Each week you receive a PDF covering everything discussed in that session. Between 30 and 50 pages each. Something to keep and come back to.

Agency Templates

A full set covering emails, pitching, and database sheets. Ready to use in your work from day one.

Become an Agent GPT Exclusive

A custom AI assistant trained specifically on the course content. It only draws from what we have built, so the guidance is grounded in how booking actually works.

Weekly Assignments

Each session comes with a practical assignment tied directly to that week's topic. Built around real agency work, not abstract exercises.

Tandem Exercises

Some of the work happens in pairs or small groups. You roleplay and work through real scenarios with other participants.

Live Simulations via WhatsApp

We send real industry situations to the group. Participants respond with how they would handle it, and we give feedback on what should happen and why.

Guest Interviews

In-depth conversations Alma has recorded over the years with artists, agents, sub-agents, curators, bookers, managers, and tour managers. Real people talking about how they work and what they would do differently.

FLINTA* in the Music Industry New

A dedicated session on FLINTA* realities in booking and the wider industry: representation on lineups and rosters, safer spaces, and what agents can actively do to shape a more equitable scene.

WhatsApp Community

All participants are part of a shared group with dedicated threads. The conversations that happen there are part of the learning too.

1:1 Session with Alma Personal

At the end of the course, a dedicated one-to-one with Alma to reflect on where you are, what you have built, and where you want to go next.

Investment €2,000
  • 13 Live Zoom Sessions
  • Optional Thursday Sessions
  • All Recorded
  • 13 Session PDF Booklets
  • Agency Templates & Tools
  • Custom "Become an Agent" GPT
  • Weekly Assignments
  • Live Simulations and Feedback
  • Guest Interviews
  • FLINTA* Session
  • WhatsApp Community
  • 1:1 with Alma

Next cohort starts 22 September 2026 · Applications close 18 September

19% German VAT applies to this course. If you are registered as a VAT-liable business within the EU, the reverse charge mechanism applies and you will not be charged VAT. Outside the EU, local tax rules may vary. We will confirm your VAT status during onboarding.

The Curriculum

Session by session

The course moves in three phases: understanding the landscape, mastering the craft, and building something of your own. Click any session to see what it covers.

The Landscape The Craft Building Your Own
BaA-000 Introductory Session
Meeting the group, setting expectations, and mapping out how the 13 weeks will work: the tools, the rhythm, and what you will build along the way.
BaA-001 Agency Structures and the Booking Journey
How agencies are structured, who does what, and the full journey of a booking, from the first contact to the night of the show.
BaA-002 Artist and Agent Relationships
The relationship the whole job is built on: how agents and artists find each other, what each side expects, and how trust is built and maintained over time.
BaA-003 Promoter and Agent Relationships
The other side of the table: how promoters think, what they need from agents, and how strong working relationships are built show by show.
BaA-004 Women, FLINTA, and Industry RealitiesNew
New this cohort. An honest look at the realities women and FLINTA people face in booking and the wider industry: representation, safer spaces, and what agents can actively do to shape a more equitable scene.
BaA-005 Evaluation and Strategy
How to evaluate artists, opportunities, and markets, and how to build a booking strategy instead of just reacting to whatever lands in the inbox.
BaA-006 Branding and Positioning
How an artist's identity translates into bookings: positioning, presentation, and how the right framing changes which doors open.
BaA-007 Artist Value, Deals and Negotiation
What an artist is actually worth in a given market, how deals are structured, and how negotiations play out, holding your position without burning the relationship.
BaA-008 Contracts, Laws and Taxes
The paperwork behind the shows: contracts, legal basics, taxes, and the admin that keeps an agency running clean.
BaA-009 Advancing and Logistics
Everything between the signed contract and the stage: advancing shows, travel, riders, and coordinating with everyone who makes the night happen.
BaA-010 Crisis Management
Cancellations, no-shows, payment disputes, travel problems. What goes wrong, how to handle it under pressure, and how to protect the artist and the relationship.
BaA-011 Running an Agency
What it takes to run the operation itself: workflows, tools, finances, and the daily reality of agency life beyond the individual booking.
BaA-012 Networking and Growth
How careers in booking actually grow: building a real network, showing up in the right rooms, and turning relationships into opportunities.
BaA-013 Scaling and Sustainability
The long game: growing without burning out, keeping the work sustainable, and where you take it from here.

Plus optional Thursday Check-Ins throughout the course. Shorter one-hour sessions running alongside the main curriculum, with space for follow-up questions, going deeper on anything from the week, and whatever the group needs. Not required, and everything is recorded.

FAQ

Questions, answered

Do I need experience in the music industry to join?
No. The course is built for a mix of starting points, from complete newcomers and career changers to junior agents and assistants already working in agencies. Where you start matters less than how seriously you engage. If you are unsure whether it fits, you can speak with Alma before committing.
When are the sessions, and what if I miss one?
The main sessions run every Tuesday from 17:00 to 19:00 Berlin time, with optional shorter sessions on Thursdays from 17:00 to 18:00. Every session is recorded, so if you miss one you can catch up whenever suits you.
How much time should I plan per week?
The fixed part is 2 hours per week for the main curriculum session, plus 1 hour for the check-in with questions and discussion. On top of that there is a weekly assignment and a session booklet to read. How much time those take is up to you: it depends on your own pace and how deep you want to go.
What language is the course taught in?
The course is taught in English. Participants join from across Europe and beyond, so English is the shared working language, just as it is in most of the international booking world.
How does the application work?
Submit the application form on this page and we will get in touch with next steps and onboarding details. Applications for the September cohort close on 18 September 2026, and the group is limited to 20 participants, so earlier is better.
What does the course cost, and is VAT included?
The course is €2,000. 19% German VAT applies. If you are registered as a VAT-liable business within the EU, the reverse charge mechanism applies and you will not be charged VAT. Outside the EU, local tax rules may vary; we confirm your VAT status during onboarding.
Can I pay in installments?
Get in touch through the application form and we will find a solution that works for you.
Do I get a certificate at the end?
Yes. You receive a certificate at the end of the course. Beyond that, Alma can act as a reference for you, whenever applicable and appropriate, if a future job opportunity comes up. In an industry built on relationships, that can carry more weight than the certificate itself.

Ready to Become an Agent?

Once you submit the form, we’ll get in touch with next steps and onboarding details.

Testimonials

What past participants say

I came into booking the way most people do, through the side door, figuring it out as I went. But this course is here to give you a strong and solid base. Panicos and Alma engage with every question seriously and bring a perspective that makes you rethink things you thought you already understood. No question was too small or too niche.

Samantha Muller @notfallkontakt

I took this course as somebody that was already a junior agent with significant gaps in my skill set. Coming out of it I feel incredibly grateful for the skill and wisdom shared. Each module was a huge help and confidence booster for pitching, promoter relationships, artist relationships, and crisis management. You'll also meet some great people on the course with you.

Damian Saint @damiansaint

The sessions gave me a clear, practical view of deals, negotiations, and the relationships between artists, promoters and agents. Before joining, the booking process felt quite mysterious. I'd recommend it to anyone serious about building a professional path in electronic music.

Matej Silipetar @matej.curates

One thing I really learnt a lot from was the recorded interviews with industry professionals. Understanding the motivations, practices, and challenges faced by bookers, artists, and agents gave insight I would have struggled to access otherwise. What also surprised me was the sense of network and community between participants.

Rowan Crerar @xivro

I recommend this course to anyone interested in the field of booking. After completing it, I know my strengths and potential, I know which artists I'd like to work with, and I understand how the booking business works. I now feel confident handling any stressful situation, because the simulations put you right in the thick of things.

Jasmin Falk @pokka_no_t

What I appreciated the most was the mix of theory and practical exercises. It made a big difference to not just understand the concepts, but actually apply them and get a feel for the job. Panicos and Alma were great mentors throughout. Coming from a marketing background, this course really boosted my confidence.

E

This course came at the perfect time for me. I had just taken over this brand and honestly didn't know what to do with it. I could apply everything in real time, and it really helped a lot.

Michelle Galleta @shelly_booo_

Starting as an agent without any guidance felt very much like drowning until this course. You get access to kind, resourceful guidance and I now feel less alone with some of the struggles I've faced. Very much adaptable to your own agenda too. Would 100% recommend.

Leah Weberman @leahweberman

This course was the highlight of my end of 2025. I was actively searching for a job and desperately needed to learn more about my passion. Thank you so much.

Harry Sasson @harrysass1