Tastemaker – New talent buyer brings a fresh sound to the Varsity

When buying most things, traditional wisdom says, “Do your homework.” When buying something as abstract as talent, though, the task becomes less based in research and more about instinct.

When Alex Bowen took over as talent buyer and marketing director at the Varsity Theatre this past June, his charge was to simultaneously act as a barometer for current local interest in the arts while also serving as a tastemaker of sorts, giving people what they want to hear, even if they don’t know what that is yet.

When Bowen joined the Varsity, he took on a huge responsibility of filling a venue that has hosted more than 55 Grammy Award-winning artists since opening 21 years ago.

Before arriving at the Varsity, Bowen built an extensive resume in the regional live entertainment industry, having cut his teeth in nearly every facet of operations from booking on the artists side to event production and even venue ownership. He has worked at MCP Management, spent six months as owner of The Box in Tigerland (which he converted and reopened as The House), and then co-owned SimplePlay Presents out of New Orleans. He also represents artists like Royal Teeth, Earphunk, Big History and Mannie Fresh.

“I got my start in the world of electronic music and hip-hop, so I have some connections I’m using to book some of the shows,” he says. “For the most part, it’s important for me to mix it up and not book just music I like, but to book acts that appeal to a wide array of different audiences. I have to be a marketer in that sense. I have to figure out what acts appeal to what crowds and who can sell the most tickets.”

Diversifying the musical palette of a venue in a college town with traditional values could have posed a problem for someone with less experience and foresight, but Bowen hasn’t had any difficulties so far.

His first real test came in June, when The Varsity hosted the Flaming Lips in their successful attempt to unseat Jay-Z and become the Guinness Book of World Records title holder for most performances in different cities in a single day. The high degree of planning and orchestration, and the circus sideshow atmosphere, would likely have been enough to ruffle the feathers of even the most seasoned event staff.

Picture a midweek lunchtime at LSU’s North Gates with tour buses emptying in NASCAR pit crew fashion in front of the Varsity, some serious-looking official Guinness judges with black suits and clipboards pacing about, and Chris Pontius from MTV’s Jackass whipping the crowd on the sidewalk into a frenzy. Bowen took it all in stride.

“It was really exciting. It was my first day to work with (Varsity General Manager) Brent McClellan in a very high-stress situation, and he did a heck of a job as did the rest of the staff,” Bowen says. “It’s always a good thing when you can rely on the team around you.”

McClellan played a part in bringing Bowen aboard after the latter produced several big events at the Varsity with SimplePlay Presents.

“When it came time to decide on (previous Talent Buyer and Marketing Director) Chris Lundgren’s replacement, Alex’s name was the one that I pushed hardest to ownership,” says McClellan. “His youth and hunger add a great energy to the workday.”

McClellan praises Bowen’s energy and commitment to seeking out a wide variety of artists. “He has done some great things this fall so far, things that make me very confident in his abilities to place top-flight talent on our stage,” McClellan says.

Among the acts he’s booked so far, Bowen was particularly excited for the October shows of hip-hop artist Kendrick Lamar and New Orleans natives Mutemath.

For Bowen, his vision for the future of the Varsity have remained largely unchanged in his first months on the job.

“I’ve always envisioned the Varsity as Louisiana’s premier music venue,” he explains. “And we will continue to get the top tier nationally touring acts. In addition, I want the Varsity Theatre to be a contributing factor in students choosing LSU over other colleges. Who wouldn’t want a great education and the best food, music and football all in one city?”