Today we’d like to introduce you to Troy Lawton.
Hi Troy, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
Like many others before me, I began my musical career as a musician playing in bands, starting when I was in high school. After recording and touring the country for 15 years, I decided to move from the creative to the business side in 2014. Booking was a role I gravitated towards when playing in bands as I learned I really like coming up with the lineups, working with the venues and routing tours before the band got our own agent. I first got started by reaching out to some friends’ bands and asked if I could book them some shows and I basically hit the ground running and I haven’t looked back since. I got myself a logo, an email, a website and ten bands to book. This led to me bouncing around for the next five years, working at a couple of different agencies before striking back out on my own in November of 2019. Since then, the company has grown in that time with the addition of Nashville-based agent Zak Orlemann and a roster of 30+ acts. Now in 2023, we’re seeing tremendous industry growth and the live entertainment business is back better than ever. I’m excited to continue forging our path forward.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Following the relaunch of my company, my timing couldn’t have been better (lol) as three months into 2020, the world was hit with a global pandemic. Naively most of us thought it would be a short-term pause, so we moved our tours three months out, quickly to learn that this would not be a short-term situation. The postponing of shows turned to canceled until further notice. Besides the various virtual performances and a drive-in show, I wouldn’t have a band play an in-person show until June of 2021. Weathering the pandemic storm a light at the end of a tunnel would appear in the form of 2022.
We’ve been impressed with Forge Ahead Touring, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
Forge Ahead Touring is an independent booking agency based out of Echo Park, Los Angeles. The company represents a diverse roster of artists and bands ranging from established to developing, with a mix of genres that include pop, country, hip hop, and rock.
The company is focused on building healthy touring careers through creative, strategic and thoughtful planning.
Before we go, is there anything else you can share with us?
In 2022, our client Copeland was looking for a unique venue experience to perform their latest project, “Revolving Doors”- a collection of 10 of their classic songs rerecorded with a symphony at Oceanway Studios in Nashville. We managed to bring that intimate style of music to their fans at The Caverns in Pelham County, TN with the help of local Sewanee University Orchestra. The Caverns is 90 minutes south of Nashville and one hour north of Chattanooga and is a sprawling subterranean system of caves which features a large “bigmouth cave” that can accommodate a 1,200 capacity concert. Copeland was able to sell out their show two months in advance and we knew that this show was going to be so special that we also arranged a livestream on Mandolin so that fans who could not make the trip to Pelham County could still get to be apart of this unique experience from home.
The company has also secured notable festival billings for our clients on Shaky Knees, Bonnaroo, Hangout Fest, Firefly, Treefort, SXSW, Wonderbus, Wonderstruck, and many others. We’ve also helped secure many support tours with acts such as Future Islands, Big Wild, Trevor Hall, Ben Rector, Teddy Swims, Tove Lo, Echosmith, Hunter Hayes, among many others.
Forge Ahead Touring is also a proud member of the National Independent Talent Organization (NITO). Born from the pandemic and is the sister/brother arm of the National Independent Venue Association (NIVA). NITO is a great support group for all independent entrepreneurs in the live entertainment industry and we’re grateful to be a part of it.
Thanks to everyone who continues to support live music! And of course, be on the lookout for some of our artists as they hit the road and tour the US this year such as: Bay Ledges, late night drive home, Sawyer, FRENSHIP, Sammy Adams, Arts Fishing Club, Brick + Mortar, Abby Anderson, The Hails and so many others.
Contact Info:
- Website: forgeaheadtouring.com
- Instagram: https://www.instagram.com/forgeaheadtouring/
- Facebook: https://www.facebook.com/forgeaheadtouring
- Linkedin: https://www.linkedin.com/company/forge-ahead-touring
Image Credits
Copeland at The Basement East – Troy Lawton Sawyer at Bonnaroo – Jake Ruth Bay Ledges at The Berkeley Greek – Troy Lawton late night drive home at Lincoln Hall Chicago, IL – Edgar Barroso Copeland at The Caverns – Unknown Copeland at The Caverns w/ Orchestra – Unknown Headshots by Elyse Sikora
