New Frontier Touring
New Frontier Touring is a Nashville-based independent music booking agency founded in 2004, representing approximately 150 Americana, Rock, Alternative, Country, Bluegrass, and Jam artists for live performance bookings at venues, festivals, and performing arts centers.
- Company typePrivate
- Founded2004
- HeadquartersNashville, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What New Frontier Touring does
New Frontier Touring is a Nashville-based independent music booking agency founded in 2004 by owner/agent Paul Lohr, a Pollstar Award winner. The agency represents approximately 150 artists across Americana, Rock, Alternative, Country, Bluegrass, and Jam genres, including Grammy-nominated and Grammy-winning acts such as Della Mae, Steep Canyon Rangers, The Avett Brothers, Rodney Crowell, Carlene Carter, Riders In The Sky, and Yarn. Its roster spans legacy figures, mid-career touring acts, and rising artists; the roster expanded by approximately 40 artists in March 2024 following the onboarding of four new agents (Jon Bell, Mark Lourie, Thomas Ponsart, and Liz Kenny).
The agency's operating model is a transaction-fee (commission) structure: agents book live performances for roster artists at venues, festivals, performing arts centers, theatres, casinos, fairs, and ballrooms, intermediating between artists and venue buyers/promoters. Distribution is sales-led: agents maintain direct outreach to venue buyers and promoters, complemented by an online offer submission form on the company's Wix-hosted website and an internal agency admin login. Marketing channels include the company website, Instagram, Facebook, and Twitter. The agency is a founding member of NITO and holds memberships in AMA, CMA, and IBMA.
Operations are staffed by approximately 9 veteran agents plus a contract department, booking coordinators, tour marketing coordinator, business manager, and associates — totaling roughly 18 staff. A January 2023 hire of Michael Kelley as VP of Performing Arts established a dedicated PAC and theatre booking vertical. The legal entity is New Frontier Management, Inc., incorporated in Tennessee, USA. No external institutional investment, funding rounds, or M&A activity are disclosed. Service geographies center on North America with indicated routing into Europe/UK.
New Frontier Touring firmographics
Firmographics- Name
- New Frontier Touring
- Legal name
- New Frontier Management, Inc.
- Website
- https://newfrontiertouring.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- New Frontier Touring is a Nashville-based independent music booking agency founded in 2004, representing approximately 150 Americana, Rock, Alternative, Country, Bluegrass, and Jam artists for live performance bookings at venues, festivals, and performing arts centers.
- Ownership category
- akta.pro rank
New Frontier Touring industry classification
Industry- Product category
- Talent Booking Services
- NAICS
- Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114), Musical Groups and Artists (71113)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Talent Booking Agencies (Live Performance) (MPAIAGAB)
- akta.pro secondary industries
- Talent Agency & Representation Services (HSACAHAK), Tour & Artist Management Services (HSACAHAN), Artist Booking, Talent Buying & Agency Services (MPAGAAAF)
Keywords
Where New Frontier Touring is headquartered
LocationHeadquarters
- HQ city
- Nashville
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
New Frontier Touring business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Others
Revenue model
- Booking Commission: The agency earns commission fees by booking live performances for its roster of artists at venues, festivals, and events. The agency represents artists and acts as intermediary between artists and venue promoters, event organizers, and performing arts centers.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
New Frontier Touring product offering
Product offeringCore offering
New Frontier Touring operates as a full-service talent booking agency representing approximately 150+ artists in Americana, Rock, Alternative, Country, Bluegrass, and Jam genres. The agency connects its roster with venues, festivals, performing arts centers, theatres, casinos, fairs, and ballrooms through direct agent outreach and an online offer submission system, earning commission on each booked performance.
Product overview
New Frontier Touring operates as a booking agency platform offering artist representation and live performance booking services. The core offering consists of an artist roster representing musicians across Americana, Rock, Alternative, Country, Bluegrass, and Jam genres, supported by an online offer submission system (Offer Form) for venues to request bookings, and promoter asset pages containing downloadable press materials. The company is owned by Paul Lohr and has been operating for over twenty years, with approximately 40 new artists joining the roster following the addition of new agents in early 2024.
Differentiator
Problem solved
Functional benefit
Products and services
- Talent Booking Agency Services Full-service talent booking agency representing approximately 150+ artists in Americana, Rock, Alternative, Country, Bluegrass, and Jam genres. The agency connects represented artists with venues, festivals, performing arts centers, theatres, casinos, fairs, and ballrooms for live performances, earning a commission on each booked show. Services include agent-led booking coordination, contract management, and tour marketing.
Companies that use New Frontier Touring
Customer profileNamed customers10 records
Segments2 records
Ideal customer profiles2 records
New Frontier Touring technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
New Frontier Touring partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- Compass RecordsminorDella Mae released their 6th LP 'Magic Accident' on Compass Records, produced by Alison Brown. Della Mae is represented by New Frontier Touring.
- NITO (National Independent Talent Organization)coreNew Frontier Touring is a founding member of NITO, an organization connecting independent music managers and booking agencies that advocates for fair ticketing practices and represents the interests of independent talent in the music industry.
- AMA (American Music Association)coreAgency is a proud member of the American Music Association, participating in industry events and representing artists within the Americana music community.
- CMA (Country Music Association)coreAgency maintains membership in the Country Music Association, supporting the country music industry and providing representation for country artists on the roster.
- IBMA (International Bluegrass Music Association)coreAgency is a member of IBMA, representing and supporting bluegrass artists on the roster including Della Mae, Steep Canyon Rangers, and others.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
New Frontier Touring competitors and assessment
Company assessmentDirect peers
- Paradigm Talent Agency: Major North American talent agency with a dedicated music touring division representing artists across multiple genres. Directly comparable to New Frontier Touring in operating model (commission-based booking agency) and customer base (venues, festivals, performing arts centers), though at significantly larger scale.
- Wasserman Music: Talent agency with strong music touring representation, having grown through acquisitions of independent agencies. Competes with New Frontier Touring for the same touring artists, festivals, and venue buyers in the roots, rock, and Americana space.
- Monterey International: Booking agency representing folk, Americana, bluegrass, and roots artists with a comparable size and roster focus. Direct competitor in the niche genre booking segment where New Frontier Touring operates, with similar relationship-driven GTM.
- High Road Touring: Independent Nashville-based booking agency representing Americana, folk, country, and roots artists. Directly comparable in genre focus, agency scale, and commission-based live performance booking model.
- Buddy Lee Attractions: Long-established Nashville-based talent booking agency representing country and Americana artists for fairs, festivals, and live events. Direct competitor in the Nashville roots/country booking market with a similar size and venue buyer base.
- APA (Agency for the Performing Arts): Mid-sized North American talent agency with a strong music booking division across multiple genres. Operates with a similar commission-based model, roster size, and target buyer base (venues, festivals, performing arts centers) as New Frontier Touring.
- TKO (TKO Booking Agency): Independent booking agency representing Americana, country, folk, and bluegrass artists. Direct competitor in the roots-music touring segment with comparable scale, commission model, and venue/festival buyer relationships.
Broad incumbents
- WME (William Morris Endeavor): Global entertainment powerhouse with a large music touring division. Represents top-tier artists across all genres and competes with New Frontier Touring both for emerging acts as they scale and for venue/festival buyer attention.
- CAA (Creative Artists Agency): One of the largest global talent agencies with a significant music touring business. Competes for artist signings and venue relationships at the high end of the market; New Frontier's roster artists often sit one tier below CAA's marquee acts.
- UTA (United Talent Agency): Global talent and entertainment company with a major music touring practice. Represents artists across genres and competes with New Frontier Touring for mid-tier to top-tier acts as they grow their careers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
New Frontier Touring social profiles
Digital presenceNew Frontier Touring financial estimates
Financial estimateRevenue estimate
Valuation estimate
New Frontier Touring leadership team
Management profileNumber of profiles
Profiles12 records
New Frontier Touring funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
New Frontier Touring M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about New Frontier Touring
What does New Frontier Touring do?
New Frontier Touring operates as a full-service talent booking agency representing approximately 150+ artists in Americana, Rock, Alternative, Country, Bluegrass, and Jam genres. The agency connects its roster with venues, festivals, performing arts centers, theatres, casinos, fairs, and ballrooms through direct agent outreach and an online offer submission system, earning commission on each booked performance.
Is New Frontier Touring a public or private company?
New Frontier Touring is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was New Frontier Touring founded?
New Frontier Touring was founded in 2004. It employs 1 to 10 people.
Where is New Frontier Touring based?
New Frontier Touring is headquartered in Nashville, United States, in the North America region.
How does New Frontier Touring make money?
One revenue line is on record: booking Commission.
Who are New Frontier Touring's main competitors?
Direct peers on record are Paradigm Talent Agency, Wasserman Music, Monterey International, High Road Touring, Buddy Lee Attractions, APA (Agency for the Performing Arts) and TKO (TKO Booking Agency). Broad incumbents are WME (William Morris Endeavor), CAA (Creative Artists Agency) and UTA (United Talent Agency).
Does New Frontier Touring have an API?
No public API is recorded for New Frontier Touring.
What industry is New Frontier Touring in?
New Frontier Touring's product category is Talent Booking Services. Its primary akta.pro industry code is MPAIAGAB, Talent Booking Agencies (Live Performance), with a secondary code of HSACAHAK, Talent Agency & Representation Services. Its NAICS code is 7114 and its SIC code is 7900.