ATC Live announces two significant staffing developments

21 February 2025 - Press release

 

• Agent Lucy Atkinson joins the company, expanding ATC Live's representation of electronic music 

• Alice Hogg is promoted to a newly-created position as Head of Tour Marketing

 

 

ATC Live has today announced two significant staffing developments. 

First, we are delighted to welcome Lucy Atkinson as a new agent into the company. 

Joining from Earth Agency, where she started as an assistant in 2015, Lucy has built her reputation from the ground up, developing a number of globally influential acts who have pushed at the boundaries of music, art and creativity. 

Her 30-strong roster of artists includes Sega Bodega, Erika de Casier, Alice Glass, Debby Friday, Soo Joo and Ecco2k. All will bolster ATC Live's representation in electronic music. 

ATC Live will also benefit from Lucy's forward-thinking approach to talent development, encouraging her clients to break new ground beyond live performance. Notably, she has helped broker a number of 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. 

Reflecting ATC Live's values and ethos, Lucy has also been a noted speaker on key issues in live music across media platforms and conferences including IQ and ADE.  

We are also announcing today that Alice Hogg has been promoted to a newly-created role as Head of Tour Marketing. 

Integrating tour marketing services within the company will enhance ATC Live's strategic and cohesive approach to artists' live campaigns. The new department will maximise fan engagement, with tailored marketing strategies across pricing, ticketing and all promotional activities. 

Alice's background and strengths in collaboration and communication make her the ideal candidate to build this part of ATC Live's business. The department will be the glue that brings our partners together across a tour campaign, ensuring the collective focus is the continued growth of the artist and their long term careers. 

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

 

Alex Bruford, MD & Founder, ATC Live: 
"These are exciting times at ATC Live, and we're delighted to welcome Lucy and her artists to the company and to announce this much-deserved promotion for Alice. 

"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. 

"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."

Lucy Atkinson, ATC Live: 
"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." 

 

Alice Hogg, ATC Live:
"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 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.

www.atc-live.com