Reporter: Who are you Mr Joey de Alvare and what about theagent.ro? On the cultural market, where it is the position of theagent.ro?
Joey Alvare: I think the first thing that has to be said about myself is that I am probably one of the oldest participants and the remaining music business since the times of after the so-called revolution of 1990. As a whole I would like to think of myself as an international celebrity booking agent, which can be translated to basically a booking agent for international musical stars primarily. In addition to this I have been also a promoter and I am also a promoter of international concerts in
Romania. I don't really think that
it's easy to explain what position one might have in the Romanian concert
market or cultural market. I would like to think that I have always been a
defender of quality music and high-class International concerts. There are
probably bigger and more important experts as there are bigger and more
important promoters but I have always tried to be very good and what I have
Reporter: This year, The agent.ro is preparing to bring some of the most famous singers: Charles Aznavour, Alessandro Safina, Julio Iglesias....for these performances/concerts, from the Romanian audiance, what are your expectations?
Joey Alvare: My expectations for these concerts are high. I can however say that it is becoming more and more difficult to promote shows in Romania in particular Bucharest as the competition is much more numerous than before. I am proud of the fact that after over 22 years in the business I am still working with what I consider to be the top echelon of artists
Reporter: The selection of the artists invited to perform in Romania is based on which criterias? Are these criterias the same for the others countries where you organized concerts?
Joey Alvare: At this point in my career I am proud to be able to say that the most important criteria in choosing artists is number one, my desire to work with that particular artist and number two, the success I think that artist will have among the more cultured remaining in public.
Reporter: What do you need to be an artistic agent or/and a concert manager?
Joey Alvare: In order to be a good artistic agent the main quality you must have is very good communication skills and the ability to be able to effectively reach and convince all sorts of very difficult people.
To be a good promoter the main quality you must have is a fantastic feeling for street promotion and modern age mass communication channels. You must also be a good Guesser as in the business of concert promotion you lose money a lot easier than you make it
Reporter: How do you feel the show-biz market now?
Joey Alvare: In
the businesses has become complicated. It is still my opinion that the local
market is dominated by the compromises that record companies made after the
authors rights law was implemented in 1996. What I mean by that is the fact
that In my opinion a lot of valuable composers have been left behind and are
not being promoted. It still seems to me
as if to have a musical education Rumania is a disadvantage to being
promoted in the business. On an international level the artistic act has gone
through an extremely inflationary period. This is mainly due to the fact that
the main earning vehicle of the Music business has changed. Up until the late
90s the main vehicle of earnings was record sales or CD sales and due to its
decline, artists have concentrated their earnings in concerts and similar
activities. This has brought about the birth of huge musical multinationals
such as live nation. The fees of artists have therefore grown fantastically
with the development of new live markets new venues and new ideas in the development
Reporter: It is the music role only for entertainement or should make education and put people into direction to think deeply?
Joey Alvare: In my opinion music should have both an entertainment role as well as cultural role.
Reporter: What were the main arguments of theagent.ro to convince the famous singer to come in Romania this year?Joey Alvare: Every time an artist is contracted to come and do a concert in a country or city it is based on an offer which has a financial component which must be supported by numbers illustrating a revenue and how both the artist and the promoter are to make money. It goes without saying that the artist will try and make as much money as possible while the promoter will try and make as much money as he can also while not making too much 'noise 'in front of the artist. There is not a lot of science in this. The basic concept is to buy cheap and sell as expensive as possible. Now that