One of the greatest obstacles faced by young musicians is finding representation. Even the most talented artists cannot advance their careers without a steady fan base and venues that allow them to perform. Because of this, Anderson University’s Orangehaus Records recently expanded to include a booking agency called Orangehaus Entertainment. This development provides new opportunities in promotion and booking for independent artists.
Under the new system, student booking agents are hired to find gigs for entertainers. These agents contact organizations and venues to book shows for their clients, and gain hands-on experience in the music business industry.
“We give music business students the opportunity to act in a real world environment,” said Kurtis Dickerson, a junior marketing major and vice president of business affairs for Orangehaus Entertainment. “They work closely with the artists, making sure that their image is being correctly portrayed. Artists can now work with an agent to learn how the industry functions and what is required of them in a real world scenario.”
Because many of the artists lack a fan base in the Indianapolis area, Orangehaus Entertainment works to create a strong foundation and following for the artists. Venues start in small locations such as Monon Coffee in Indianapolis, Ind., or Be Here Now in Muncie, Ind. As the artist’s popularity grows, concerts are booked in more prestigious Indianapolis locations such as the Earth House Collective or the Irving Theatre. The agents, as well as Orangehaus Entertainment, receive a small percentage of every show’s profits.
“Orangehaus Entertainment is centered around assisting artists with booking shows and promotion,” said Meaghan Hines, a senior music business major and vice president of marketing for the company. “We take on Orangehaus Records’ currently signed artists, as well as artists that are not signed.” The agency currently represents five artists: Tyler Fields, Michael Tomlinson, Joshua Powell, Greg Hojnacki, and Rob Krosley.
“Orangehaus Entertainment has expanded my horizons and given me the opportunities to play at new venues,” said Hojnacki, a junior marketing major. “This includes several venues in the Broadripple, Muncie, and Indianapolis areas.”
The recent expansion was developed under the supervision of Dr. Rebecca Chappell, director of music business studies and Orangehaus faculty adviser. Chappell believed that students would benefit from the creation of a separate entity that allowed students to gain experience in the booking side of the music industry.
According to Chappell, this development was made possible by the Coleman Entrepreneurial Fellows Program grant through the Falls School of Business.
“The Falls School of Business made a strategic commitment to encourage entrepreneurial activity both within the school of business and across campus,” said Chappell. “The program goal was to identify and engage faculty across campus to develop new courses or modify existing ones to integrate entrepreneurial concepts.”
Orangehaus Entertainment is currently seeking more artists and agents for the program. For more information, contact Kurtis Dickerson at email@example.com.
— Kelly Gualdoni is a junior from Fort Wayne, Ind., majoring in communication arts. Gualdoni is an associate with Fifth Street Communications™, writing on behalf of the Anderson University Office of University Communications.
Anderson University is a private Christian university of 2,600 undergraduate and graduate students in central Indiana. Anderson University continues to be recognized as one of America's top colleges by U.S. News and World Report, The Princeton Review, and Forbes. Established in 1917 by the Church of God, Anderson University offers more than 65 undergraduate majors and graduate programs in business, education, music, nursing, and theology.