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 April 2026
13 Weeks
30+ Years experience
20 Max participants
Apr 14 Next 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.

New to the industry

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

Career change

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

Informal supporter

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

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.

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.

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.

Not sure whether this applies to you? You will have the option to speak with Alma before committing.

What's included

Everything inside the 13 weeks

Format & Schedule Live Zoom sessions · recordings · small group
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.
Materials & Resources Booklets · templates · custom AI tool
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
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.
Exclusive
Active Learning Assignments · tandem work · live simulations
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.
People & Community Guest interviews · WhatsApp group · 1:1 with Alma
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.
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
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.
Personal
Investment €2,000
  • 25 Live Zoom Sessions
  • All Recorded
  • 12 Session PDF Booklets
  • Agency Templates & Tools
  • Custom "Become an Agent" GPT
  • Weekly Assignments
  • Live Simulations and Feedback
  • Guest Interviews
  • WhatsApp Community
  • 1:1 with Alma

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.

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