Today we’d like to introduce you to Soann Guirriec.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
Born and raised in Brittany, France, I moved to Bordeaux at 18 to attend business school. That experience opened doors—including my first internship in New York City, which was a dream come true. NYC’s energy was incredible and ignited my passion for exploration. I also spent exchange semesters in Sweden and London, experiences that truly sparked my love for travel and adventure.
In my fourth year, I returned to Paris for an internship in event production. I knew I wanted to work in music and events—even if I wasn’t sure exactly how—but I craved a career that would make me excited to wake up every day. To improve my English and deepen my industry knowledge, I discovered the music business program at UCLA, which felt like the perfect next step.
Moving to Los Angeles was tougher than I expected. Finding an internship was extremely hard—I faced numerous rejections. But after persistent effort, I landed an internship at The Bullitt Agency, a respected booking agency in LA founded in 2000.
I started as an intern and eventually worked my way up to Operations Coordinator and Booking Coordinator, learning the business from the ground up.
That hands-on experience—managing everything from logistics to artist relations—prepared me for bigger responsibility. I became the Manager of Operations, hiring and training staff, overseeing day-to-day processes. Then COVID hit, which made those two years particularly challenging. But as things reopened, I pushed forward and, by age 25, had been promoted to Agent—a relatively early age for such a role in the industry.
In November 2023, I co-founded Strange Talent Agency, a boutique firm now representing about 30 international DJs and producers. Our focus is on building careers from the ground up—not just booking gigs. In under two years, we’ve secured festival slots at Coachella, Electric Daisy Carnival, and III Points in Miami – a rare achievement so soon after launch.
We partner closely with Stranger Than, the LA-based event production company founded by Tal Ohana in 2017, known for drawing 3,000–12,000 people to urban venues and hosting acts like Âme, Dixon, Nina Kraviz, and Black Coffee. Our strategy centers on artist development—working with emerging talent from day one. That includes collaborations like Maccabi House and the Scenarios collective, which are going global with shows from Tel Aviv to LA and upcoming dates in London, New York, Tokyo, Bali and many more.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Honestly, it’s been far from smooth—a true journey of grit, growth, and breaking barriers. I moved to Los Angeles alone, didn’t know anyone, and could barely speak English. It was hard to make friends, and finding an internship felt nearly impossible. I faced rejection after rejection—for months.
Then I finally landed an internship at The Bullitt Agency. I started from the bottom as an intern and worked my way up: first Operations Coordinator, then Booking Coordinator, and eventually Manager of Operations, where I oversaw hiring, training, and day-to-day logistics. That foundation taught me so much about the inner workings of a booking agency.
In the beginning, answering phone calls was a challenge—the names, accents, and jargon were all foreign, and I’d often ask callers to repeat themselves. Sometimes calls dropped. It was humbling and frustrating, but it forced me to adapt fast and build resilience.
Being a young woman in the music business added another layer of challenge. People often didn’t take me seriously—some even dismissed me as “too nice”—a label I later learned is common: women are frequently underestimated, mistaken for groupies, and not recognized for their expertise. I dealt with imposter syndrome and microaggressions, just trying to prove I belonged in what felt like a boys’ club.
Then COVID-19 hit. Tours got canceled, events were paused, and major firms like AEG and Paradigm laid off or furloughed staff and cut salaries. For nearly two years, I scrambled—rescheduling, renegotiating, fighting to keep things afloat and keep the team employed.
When live events came back, I was promoted to Agent at just 25, which is early in this industry. A few months later, in November 2023, I founded Strange Talent Agency, and within two years we’ve already secured slots at Coachella, EDC, III Points and many more.
One of the highlights of that journey was when Tal Ohana, founder of Stranger Than;, approached me about launching an agency together. He saw my drive—that I’d never take “no” for an answer—and wanted me to partner on it. That kind of recognition, coming from someone I’d long admired, meant a lot.
All the rejection, language gaps, isolation, pandemic upheaval, and bias helped shape me into a resilient, empathetic, and driven leader. Now, those experiences guide how I run my agency and work with artists.
They taught me empathy and a deep commitment to every person I work with. At Strange Talent, we don’t just book gigs—we build careers with respect, integrity, and genuine care. I’m deeply focused on inclusion, resilience, and making sure every artist feels seen and supported—because I know firsthand what it takes to overcome adversity. Thanks so much for letting me share.
Appreciate you sharing that. What else should we know about what you do?
Absolutely, I’d be happy to share more about my role and the agency.
As a Talent and Booking Agent, my primary responsibility is to represent and promote the interests of artists—specifically international DJs and music producers. This involves a multifaceted approach:
Securing Performance Opportunities: I work diligently to book live performances, including concerts, festivals, and private events, ensuring that our artists have platforms to showcase their talents.
Negotiating Contracts: I handle the negotiation of performance fees, terms, and other contractual details to ensure favorable agreements for our clients.
Career Development: Beyond immediate bookings, I focus on the long-term growth of our artists, advising on career strategies, brand development, and industry positioning.
Logistical Coordination: Managing travel arrangements, accommodations, and technical requirements for performances is also a key aspect of my role.
At Strange Talent Agency, which I founded in November 2023, we represent about 30 international DJs and music producers. Our approach is centered on “building careers from the ground up,” rather than merely booking gigs. This philosophy has led to significant achievements in a short period. For instance, our roster includes Emanuel Satie, who recently won the ‘Best Producer’ award at the Ibiza DJ Awards, along with artists like Adam Ten, Mita Gami, Yamagucci, and collectives such as Scenarios. Notably, we’ve secured slots at major festivals including Coachella, Burning Man, Electric Daisy Carnival in Las Vegas and Mexico City, and III Points in Miami in the first year of operation—no small feat in an industry where festival bookings can take years to materialize.
What sets us apart is our artist-first approach. We prioritize long-term relationships over short-term gains, focusing on the holistic development of our artists. This includes collaborating with brands like Maccabi House, which has gained recognition through sold-out events at major festivals. It’s a time-intensive strategy that most agencies avoid, but one that’s clearly paying off for the artists willing to put in the work.
In summary, my role as a Talent and Booking Agent is not just about securing performances; it’s about fostering the growth and success of our artists in the global music industry. Thank you for the opportunity to share our journey and vision.
What does success mean to you?
For me, success transcends traditional metrics like wealth or status. It’s about growth, resilience, and impact.
Co-founding Strange Talent Agency in November 2023 was a pivotal moment. I envisioned an agency that didn’t just book gigs but empowered artists to build sustainable careers. Our rapid growth—securing slots at major festivals across North, Central, and South America within two years—reflects this commitment. But beyond these milestones, success is evident in the relationships we nurture, the trust we establish, and the long-term careers we cultivate.
Success also means embracing challenges. Moving to Los Angeles alone, with limited English skills and no industry connections, was daunting. Yet, each obstacle became an opportunity to learn, adapt, and persevere. Overcoming these hurdles not only shaped my career but also deepened my empathy and commitment to the artists I represent.
In essence, success is about making a meaningful impact, continuously evolving, and staying true to one’s values. It’s not a destination but a journey of purpose and fulfillment.
Contact Info:
- Website: https://strangetalent.agency/
- Instagram: https://www.instagram.com/strangetalentagency/
- Other: https://www.instagram.com/soannie_gc/
