The Glossary: Alma Ernst | Booking Agent

With over 30 years of experience in the electronic music industry, Alma Ernst has cemented her reputation as a pioneer in artist booking, management, and public relations with the electronic music industry. As the founder of Backroom Entertainment in 1994, Alma managed a team of 15 and represented over 60 artists, including Âme, KiNK, Metro Area, and Todd Terje. Under her leadership, Backroom Entertainment became renowned for its innovative approach to artist representation and career development.

After closing the agency in 2019, Alma brought her extensive expertise to LittleBig Music Agency, where she continues to excel as a senior agent. At LittleBig, Alma represents leading electronic artists such as KiNK and Todd Terje, showcasing her ability to navigate the complexities of the music industry and drive the careers of influential musicians forward.

Alma's profound impact on the business side of the electronic music scene is matched by her dedication to fostering artistic creativity. Her diverse experience across all stages of an artist’s career makes her an unparalleled expert in the field. Alma Ernst remains a trailblazer in the industry, with a legacy of representing iconic artists like Daft Punk, Moodyman, Theo Parrish, Matthew Herbert, and many others.

Alma will be speaking at our recently announced online event – Doors Open UNLOCKED Becoming a Booking Agent with quietLoud - read more about it and sign up for your place here.

What is your role in music and what does your day-to-day look like?

I’m a senior booking agent at LittleBig and also run quietLoud, where I support artists through short-term advising and teach a course called Become an Agent.

My day is a mix of strategy, logistics, and research. I check bookings, flights, and calendars, talk to managers, and explore new artists and events. I also go to shows to stay connected with my artists and with the scene.

How did you get into your line of work?

I grew up in a small village as a punk and never really fit in. At fifteen, I moved out and started organizing shows in squatted spaces. I toured with punk bands, worked at Delirium record shop in Frankfurt, and at XS Club.

I joined Groove Magazine in 1994 and also founded my first agency. Over the following years, I worked as a manager, tour manager, and label founder. But nothing made me as happy as being an agent.

Everything happened naturally. I learned by doing.

What skills are important in your job?

Teamwork, empathy, resilience, intuition, critical thinking, creativity, and diplomacy.

You need confidence without arrogance. You have to stay grounded and be able to connect with people at all levels, in all kinds of settings. It’s essential to understand how misunderstandings happen, especially when people from different cultures use English in different ways.

Be open-minded and curious about younger generations.

If someone is excited to do what you do, what advice would you give them?

Be wide awake. Do your research before asking for help, but also take a genuine interest in the people you reach out to.

Ask yourself if you can stay focused and organized when your social life becomes your job.

Look around your community and see if your skills fill a gap.

Don’t be afraid to be new. Say it clearly and confidently. Be curious about how things work and willing to learn the protocol.

What have you found surprising about your role?

That my dream came true. It is possible to have a job where you work with people who treat each other with mutual respect, share your passion, laugh together, and never pressure you into doing things that don’t feel right.

What are your top three tips for someone who wants to work in the music industry?

Have a clear vision and know how to communicate it to others.

Avoid gossip and be respectful to everyone you meet.

Remember that while this job is about music and passion, it also requires you to act professionally and think rationally.

Doors Open UNLOCKED Becoming a Booking Agent with quietLoud takes place online on April 29th 2025, read more about it and sign up for your place here.

Explore jobs in electronic music on Doors Open here.