Newspaper article The Record (Bergen County, NJ)

Bergen Native's Marketing Job Is to Get Fans into Concert Seats

Newspaper article The Record (Bergen County, NJ)

Bergen Native's Marketing Job Is to Get Fans into Concert Seats

Article excerpt

As a teenager in Bergenfield, Eddie Clemens regularly trekked to the Continental Airlines Arena (now the Izod Center) in East Rutherford to see bands like Pearl Jam and the Beastie Boys. Now, as a marketer for the stars, he helps get music fans in the seats for concerts.

Clemens, 30, who figures he's been to more than 1,000 concerts himself (backstage passes to the Grammy Awards and MTV Video Music Awards hang on his office wall in Manhattan), is director of marketing for The Agency Group, an international talent-booking agency that represents more than 2,000 performers, including Pink Floyd, The Black Keys, Wiz Khalifa and Ringo Starr.

Clemens works on 100-plus tours a year, keeping everyone from the band and its record label and managers to venue promoters connected on all tour details. "I need to make sure everyone is on the same page to effectively market the band, the brand and the tour," he said. "In simple terms, my job is to sell as many tickets as possible for our clients."

He starts his work early. "Well before a tour is even announced I'm working on having radio and television spots produced, advertising material creation, setting up local and national marketing plans and promotions. ... I'm also making sure that the artist is doing everything on their end to help support where they can, like posting dates on their websites, Facebook, Twitter and Instagram."

Over the summer, he worked on alternative rock-pop group Paramore's tour; he's now busy with a fall tour from punk rockers the Black Veil Brides. For Paramore, he helped arrange a contest in which 10 fans got to ride a roller coaster with the band before its Hershey Park show. In another "green" promotion he helped arrange, two winners got to plant trees and flowers with the band in Florida.

Clemens said his biggest accomplishment so far was working on tour campaigns for four-time Grammy Award winning hip-hop duo Macklemore & Ryan Lewis. "I remember seeing them play to 1,000 people at [New York club] Irving Plaza in the fall of 2012 and then to more than 10,000 people in arenas the next year," he said. …

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