What ATC Live does

ATC Live was an independent music artist booking agency founded in 2011 and headquartered in London, representing approximately 250 artists across the UK and international live music markets. The agency operated on a commission-based model, negotiating performance engagements between represented artists and venues, festivals, and promoters, with no publicly disclosed pricing structure. ATC Live's core offering was booking representation supported by direct agent-to-buyer relationships built through field sales operations.

In September 2025, ATC Live merged with Arrival Artists to form ROAM, a global independent booking agency now representing over 800 artists from debut performers to festival headliners, supported by 80+ professionals across six offices in London, New York, Los Angeles, Chicago, Paris, and Glasgow. The combined entity has positioned itself as the fifth-largest independent music booking agency worldwide. ROAM's service stack spans three revenue streams: (1) booking commissions on live shows, tours, and festival appearances arranged through direct artist representation; (2) brand partnership intermediation via subsidiary companyX, led by CEO Mara Frankel, which connects artists with brands for campaigns and values-driven initiatives; and (3) tour marketing services, including fan-to-ticket conversion campaigns managed by a dedicated marketing function. ROAM's go-to-market is enterprise field sales — direct negotiation with venues, festivals, and promoters through geographically distributed agent teams. The technology stack is described as a booking and artist management platform with no disclosed proprietary features, AI/ML components, or external integrations.

The standalone ATC Live entity no longer operates; it now exists as part of the ROAM collective alongside Arrival Artists. No funding rounds, parent company, or investor information is disclosed, and the ownership structure of the merged entity is not publicly available.

Name

ATC Live

Legal name

ATC Live

Website

https://atc-live.com

Company type

Private

Founded year

2011

Operating status

Acquired

Headcount range

11–50 employees

Short description

ROAM is a global independent music booking agency formed in September 2025 from the merger of ATC Live and Arrival Artists, representing 800+ artists from debut acts to headliners across six offices in London, New York, Los Angeles, Chicago, Paris, and Glasgow.

Ownership category

akta.pro rank

Product category

Music Artist Booking Agency

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Artist Booking, Talent Buying & Agency Services (MPAGAAAF)

akta.pro secondary industries

Tour & Artist Management Services (HSACAHAN), Live Event Marketing, Sponsorship & Brand Partnerships (MPAIAFAI)

Keywords

• Music booking agency
• Artist representation
• Tour coordination services
• Brand partnership services
• Live music booking

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Booking Commission: ROAM generates revenue through commission fees on booked shows and tours for represented artists. As a full-service booking agency, they charge service fees for arranging live performances, tours, and artist appearances at venues and festivals worldwide.
2. Brand Partnerships: Through companyX, ROAM connects music artists with brands for meaningful, lasting partnerships. ROAM helps artists bring their values on tour and coordinates brand initiatives that support causes artists care about.
3. Tour Marketing Services: ROAM's marketing teams craft campaigns that turn fans into ticket buyers, and tours into impactful moments. These professional services are offered as part of comprehensive artist representation.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

ATC Live was an independent London-based artist booking agency that represented 250 artists for live performances, tours, and festival appearances. Following its September 2025 merger with Arrival Artists, the combined entity operates as ROAM, a global booking agency with six offices that books shows, coordinates multi-city tours, arranges brand partnerships through its companyX division, and delivers tour marketing campaigns for over 800 artists worldwide.

Product overview

ROAM is a unified global booking agency formed from the merger of Arrival Artists and ATC Live in 2025. The company operates as a single integrated platform providing artist booking representation, marketing services (including fan-to-ticket conversion campaigns and tour marketing), and brand partnership coordination through its subsidiary companyX. With 80+ professionals and 800+ represented artists, the agency supports artists at every stage of their career across global markets.

Differentiator

Problem solved

Functional benefit

Products and services

• ROAM Artist Booking Agency Full-service global music artist booking agency representing over 800 artists, from debut performers to festival headliners, across six global offices. Services include live performance booking, multi-city tour coordination, festival placements, and operational support for artists at every career stage.
• companyX Brand Partnerships ROAM's dedicated brand partnership division (companyX) that connects music artists with brands for meaningful, lasting partnerships, designs and coordinates initiatives supporting the causes artists care about, and crafts marketing campaigns that turn fans into ticket buyers.
• Tour Marketing Services Marketing services offered as part of comprehensive artist representation: ROAM's marketing teams craft campaigns that convert fans into ticket buyers and transform tours into impactful moments, including tour administration and ticketing coordination.

Quantifiable outcome

• Fifth-largest independent music booking agency worldwide

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• Arrival ArtistscoreStrategic or Co-development Partner · 3 September 2025Arrival Artists, an independent booking agency, merged with ATC Live in September 2025 to form ROAM. This merger combined both agencies' artist rosters and expertise to create a global powerhouse booking agency. The merger represents a fundamental corporate restructuring creating the new ROAM entity.
• companyXcoreGTM or Marketing PartnercompanyX is ROAM's dedicated brand partnership division, led by CEO Mara Frankel. ROAM uses companyX to connect music artists with brands in meaningful, lasting partnerships. The marketing teams at companyX craft campaigns that turn fans into ticket buyers and tours into impactful moments.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• WME (William Morris Endeavor): One of the largest global talent agencies representing musicians, actors, and creators. Direct peer because it books the same artist roster for live touring and competes head-on for festival headliners, though at substantially greater scale and as part of the broader Endeavor portfolio.
• Creative Artists Agency (CAA): Major full-service talent agency representing musicians alongside film, TV, and sports clients. Comparable because it operates an artist-booking practice of similar function to ROAM's, while offering cross-category representation that smaller independents cannot match.
• United Talent Agency (UTA): Global talent and entertainment agency with a substantial music-booking division. Peer because it competes for the same artist signings and festival placements, with overlapping but larger geographic footprint and additional capabilities in literary, film, and digital.
• APA (Agency for the Performing Arts): Independent talent agency with a meaningful music-booking practice. Peer because it operates a similar agent-driven booking model for live touring and competes for overlapping roster of mid-to-upper-tier artists.
• Paradigm Talent Agency: Independent talent agency known for its music roster. Closely comparable as an independent-agency peer with significant overlap in artist book and festival-relationship business, particularly across North America and the UK.
• Independent Talent Group: UK-based independent talent agency representing musicians, actors, and creatives. Peer because it operates a comparable agent-booking model in the UK and European live-music market and overlaps with ROAM's London/Glasgow offices.
• Primary Wave Music: Talent management and music-publishing company representing high-profile artists. Comparable because it serves the same artist-customer segment with management, booking-adjacent services, and brand partnerships, though with stronger emphasis on publishing.

Broad incumbents

• Wasserman Music: Music and talent-representation arm of Wasserman, with deep festival and live-music relationships. Comparable because it books artists for live touring, but operates as part of broader Wasserman sports and entertainment portfolio rather than as a music-only specialist.

Emerging players

• Range Media Partners: Modern artist-management and representation firm representing musicians across booking and brand deals. Comparable as a newer-generation management-and-booking competitor positioned around values and brand partnerships, mirroring ROAM's companyX positioning.
• Mosaic Music Group: Independent music-management and booking collective representing touring artists. Comparable in business model to ATC Live/ROAM at a smaller scale, often competing for the same indie and developing-artist clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/roam.artists
• Xx.com/atclive
• Facebookfacebook.com/atcliveagency
• LinkedInlinkedin.com/company/atc-live

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ATC Live