ATC Live has announced the appointment of agent Lucy Atkinson and the promotion of Alice Hogg to a newly created role.

Having started as an assistant at Earth Agency in 2015, Atkinson has built her reputation from the ground up, developing several globally influential acts.

Her 30-strong roster of artists includes Sega Bodega, Erika de Casier, Alice Glass, Debby Friday, Soo Joo and Ecco2k, all of whom will move with her to ATC.

ATC says it will also benefit from Atkinson’s “forward-thinking approach to talent development, encouraging her clients to break new ground beyond live performance”. She has helped broker several innovative brand campaigns, including Ecco2k with Bella Hadid for Marc Jacobs eyewear, Deijuvhs for Versace Jeans Couture, and a collaboration between sim0ne, ASOS and Mixmag at East London’s Colour Factory.

“We’re delighted to welcome Lucy and her artists to the company,” says ATC chief Alex Bruford. “Lucy shares our commitment to deliver the best possible results for artists while maintaining respect for all involved. She has developed an outstanding roster through her tenacious yet personable approach, and the entire team are all incredibly excited to work with her.”

Atkinson adds: “I am super excited to begin this new chapter with my roster at ATC Live. I am really energised by the environment and shared ethos, providing me a place where I can continue to work with groundbreaking artists.”

“I am really energised by the environment and shared ethos”

Meanwhile, former agent Hogg has been promoted to a newly created role as head of tour marketing.

The new department will maximise fan engagement, with tailored marketing strategies across pricing, ticketing and all promotional activities.

Hogg has 15 years of experience across all facets of the live music industry, from event production to talent booking. After stints at Live Nation and UTA, Hogg joined ATC in 2020 and developed a diverse roster of artists including Aaron Frazer, Black Pumas, Cassandra Jenkins, Durand Jones & The Indications, Joshua Idehen and Yuuf. Her roster will continue to be represented by ATC Live.

Commenting on Hogg’s “much deserved” promotion, Bruford says: “The decision to increase our resources around tour marketing is also significant and indicative of the growing range of services that ATC Live can offer our clients. With her wide ranging experience, Alice is the perfect candidate to launch the department and I am delighted we can help her progress in the next stage of her career.”

“In a digital age, tour marketing is one of the key components of a tour’s success”

Hogg comments: “I am thrilled to be stepping up to the position of head of tour marketing at ATC Live. In a digital age, tour marketing is one of the key components of a tour’s success and ensuring we have a proactive and tailored approach for our artists is absolutely paramount. I’m delighted to have found a position that supports our talented roster, and enables us to find even more creative ways to connect our artists with their fans.”

Founded in London in 2011, ATC Live is one of the world’s largest independent agencies, working with over 570 acts such as Amyl & The Sniffers, Adrianne Lenker, Big Thief, Black Country, New Road, Black Pumas, English Teacher, Faye Webster, Fontaines D.C., Good Neighbours, Jamie Webster, Jungle, Nick Cave & The Bad Seeds, PJ Harvey, Royel Otis, Squid, Sleaford Mods, The Lumineers and Yard Act.

ATC Live is part of the ATC Group of companies, alongside divisions in artist management and artist services including merchandising, e-commerce, live streaming, event promotion and experiences.

Alice Hogg will moderate the Tour Marketing: The Industry’s Secret Weapon at next week’s ILMC Futures Forum, while Alex Bruford will moderate Festival Focus: Survive & Thrive.

Tickets for ILMC Futures Forum are still available here.

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Booking agent Alice Hogg, formerly of Live Nation and UTA, has joined London-based international agency ATC Live.

Hogg joins ATC after a three-year stint at Live Nation International as a buyer, where she worked on European tours for artists including Post Malone, Billie Eilish and Lizzo. Prior to joining LN, she worked as an agent at United Talent Agency, booking breakthrough acts such as Ry X, Tom Misch and Glass Animals.

“I am absolutely pumped to be returning to agent life and to start the next phase of my career as part of the ATC Live team,” says Hogg. “In my eyes, ATC is one of the best independent agencies out there – a dynamic company with a fantastic culture – and the music is at the heart of everything they do.

“I am absolutely pumped to be returning to agent life and to start the next phase of my career as part of the ATC Live team”

“I’m looking forward to growing the already amazing roster and working with acts that I am truly passionate about, helping to establish long-term career artists with well-thought-out strategy, enthusiasm and dedication.”

ATC Live MD Alex Bruford adds: “We are delighted that Alice chose to join ATC Live. Alice has a proven track record of delivering at the highest level, and her energy, passion and devotion to her artists are closely aligned with our core values at ATC Live. We can’t wait to get started with her.”

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