More Music

What More Music does

More Music Group (MMG) is a privately held, full-service entertainment booking agency founded in 1981 and headquartered in Virginia Beach, Virginia. The company acts as an intermediary between clients seeking live entertainment and performers, generating revenue through commissions on bookings. Its roster comprises over 1,000 clients and artists, and it operates primarily across the East Coast of the United States.

The agency delivers services across six vertical segments: national acts/concerts/festivals, colleges and universities, clubs and venues, weddings, corporate and private events, and tribute bands/DJs/specialty acts. Core offerings include talent procurement, contract negotiation, rider review, vendor coordination, and day-of-show representation. Distribution is primarily sales-led through a team of agents supplemented by a website with genre-based search and a password-protected database for national clients. Marketing is conducted via website, Facebook, Twitter, Instagram, and email.

The business is led by Agent/President Jon Hardage, supported by four agents and two administrative staff (11-50 employees total). More Music Group has no disclosed funding, no external investors, no parent company, and operates as an independent enterprise. Pricing is opaque and quote-based, dependent on variables including artist popularity, timing, routing, and event type.

Name

More Music

Legal name

More Music Group

Website

https://moremusicgroup.com

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

11–50 employees

Short description

More Music Group is a privately held, full-service entertainment booking agency founded in 1981 in Virginia Beach, Virginia. It represents over 1,000 artists and clients, providing commission-based talent booking for colleges, venues, weddings, corporate events, and national festivals across the East Coast.

Ownership category

akta.pro rank

Product category

Entertainment Booking Services

NAICS

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

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), Artist Booking, Talent Buying & Agency Services (MPAGAAAF), Live Music Booking (Bands, Soloists, DJs) (HSACAHAA), Speaker, Entertainment & Talent Booking (Corporate) (HSACADAK)

Keywords

• Talent booking agency
• Entertainment booking services
• Live event production
• Concert promotion
• Wedding entertainment booking

Headquarters

HQ city

Virginia Beach

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Booking Agency Commission: The company generates revenue through commission-based booking services, acting as an intermediary between clients seeking entertainment and performers. Services include booking, producing, and promoting events.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

More Music Group is a full-service talent booking agency that connects clients with bands, DJs, and entertainers for events of all sizes, from intimate weddings and corporate functions to large-scale national festivals and concerts. The agency represents over 1,000 clients and artists on its roster and handles booking, producing, and promoting events across the East Coast and nationally.

Product overview

More Music Group is a full-service booking agency platform offering comprehensive entertainment booking services. The portfolio consists of seven interconnected service offerings: National Acts & Concerts Booking for major events, Colleges & Universities Entertainment Coordination for campus organizations, Weddings Entertainment Services for wedding-related events, Corporate & Private Events Entertainment for business and personal celebrations, Clubs & Venues Talent Booking for regional nightlife, and Tribute Bands, DJs & Specialty Acts providing specialty performers. The core Talent Booking Services ties all offerings together, serving as the unified platform that connects clients with over one thousand represented artists and clients across all event categories.

Differentiator

Problem solved

Functional benefit

Products and services

• National Acts & Concerts Booking
• Colleges & Universities Entertainment Coordination
• Weddings Entertainment Services
• Corporate & Private Events Entertainment
• Clubs & Venues Talent Booking

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves6 records

Expansion highlights2 records

Direct peers

• Agency for the Performing Arts (APA): APA is a mid-sized full-service talent agency with a strong concert/music division representing artists for live touring and one-off engagements. It is the closest scale and model comparison to More Music Group among established agencies.
• Benderz Entertainment: Benderz is a regional booking agency on the East Coast representing bands and DJs for weddings, corporate events, and private parties. It competes head-to-head with More Music Group in similar mid-Atlantic geographies and event verticals.
• East Coast Entertainment: East Coast Entertainment is a regional booking agency specializing in live bands, DJs, and tribute acts for weddings, corporate events, and private parties. It is a near-direct competitor to More Music Group's wedding, corporate, and specialty acts verticals with a similar regional focus.
• Elite Entertainment: Elite Entertainment is a regional booking agency representing wedding bands, DJs, and specialty acts in the Mid-Atlantic and East Coast. It offers comparable wedding and private event services and targets the same customer segments as More Music Group.
• Paradigm Talent Agency: Paradigm is a talent agency with a notable live music booking practice representing artists for concerts, festivals, and tours. Its concert booking model directly parallels More Music Group's national acts and festivals service line.

Emerging players

• The Bash (GigMasters): The Bash is an event entertainment marketplace that lets clients browse and book local bands, DJs, and performers directly. It is a technology-enabled substitute for traditional booking agencies like More Music Group for smaller and mid-sized events.
• GigSalad: GigSalad is an online marketplace that connects event planners with local musicians, DJs, and entertainers, enabling direct booking without traditional agents. It serves the same end-buyers (weddings, corporate, parties) that More Music Group targets but through a self-serve technology platform.

Broad incumbents

• United Talent Agency (UTA): UTA is a major full-service talent agency representing musicians, comedians, and other performers. Its music division books artists for live engagements, directly overlapping with More Music Group's core talent booking activity, though UTA serves global markets.
• William Morris Endeavor (WME): WME is one of the largest global talent and entertainment agencies, representing artists across music, film, TV, and live touring. While far larger and broader than More Music Group, both operate on a commission-based talent booking and representation model serving similar buyer types (venues, festivals, brands).
• Creative Artists Agency (CAA): CAA is a global entertainment and sports agency with deep live music touring capabilities. Like More Music Group, CAA earns commission by brokering artist engagements with venues, festivals, and corporate buyers, though it operates at vastly greater scale and scope.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/MoreMusicGroup
• Facebookfacebook.com/MoreMusicGroup
• Instagraminstagram.com/moremusicgroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 More Music