Rob My Job: Anouk Ganpatsing, Friendly Fire

The series explores the progression of music industry professionals from their start to where they are now, continuing with the Friendly Fire junior booker/promoter

Rob My Job: Anouk Ganpatsing, Friendly Fire

The series explores the progression of music industry professionals from their start to where they are now, continuing with the Friendly Fire junior booker/promoter

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Growing up playing guitar and bass, Anouk Ganpatsing has dedicated her career to delivering live performances. In 2019, she graduated from the University of Arts Utrecht with a degree in music management, and has since gained experience across companies like Melkweg Amsterdam, Greehouse Talent, and Armada Music. Now, she works as a junior booker and promoter at Friendly Fire in the Netherlands, where she aspires to continue making strides in the country pop genre space.

For the latest edition of Rob My Job, Ganpatsing details the path she took to get to where she is today.

How did you get into the music industry? Describe the path you took to where you are today.

My journey into the music industry started when I was a teen, playing guitar and bass. That’s when I fell in love with music and started going to as many shows as I could. There’s just something magical about live concerts that completely hooked me. I knew I wanted to be part of that world, but from behind the scenes. With that goal in mind, I decided to study Music Management at the University of the Arts.

I landed an internship at Melkweg Amsterdam, where I got hands-on with advancing and stage-managing concerts and club nights. I absolutely loved it and knew right away that live music was where I wanted to be. After that, I landed a few jobs, including a gig as a booking assistant at Greenhouse Talent. But then COVID hit, and with no concerts happening, I found myself out of a job. I still wanted to work in music, so I started working at a record label, Armada Music, but it just didn’t feel like the right fit for me. Thankfully, when live events came back in May 2022, I joined Friendly Fire, and I’ve been loving it ever since.

What does your current role entail?

Right now, I’m a junior booker and promoter, working on the indie rosters of Roel Coppen and Age Versluis—two great guys who are a joy to work with. I’m also starting to build my own roster, focusing on genres I’m passionate about like country, country pop, americana, and folk.

Your role has changed a bit at Friendly Fire. In your opinion, what key traits led you to level up from assistant to booker?

Honestly, I’ve been super lucky to have mentors like Roel, Age, and Rense at the office. They’ve guided me every step of the way, but they’ve also pushed me out of my comfort zone, which has been the best way to learn. I’ve always been eager to soak up knowledge, and that curiosity and willingness to dive into new challenges helped me level up.

What are the key strengths and skills that help you excel in this role?

I think being kind and honest goes a long way in this industry. Building genuine relationships is key. I also work hard and stay grounded, which really helps when you’re juggling different agents, managers, venues, and marketeers to make sure everything runs smoothly.

Tell us about a mistake you’ve made on the job.

There have been a few slip-ups, but nothing major, thank god! Each one has been a learning experience. 

“As a brown queer woman, I aspire to make a positive impact in an industry that’s still predominantly white and male-oriented.”

What advice would you give to someone looking to break into the booking side of the industry?

The booking side of the music industry is pretty small, with just a few big agencies like Friendly Fire and some smaller ones. My advice would be to get in wherever you can; intern, volunteer at festivals or concerts, or work at your local venue. These experiences are invaluable and can open doors you didn’t even know were there. Every bit of experience I gained, whether it was volunteering at a local venue, advancing shows, stage managing, crowd control, or organizing small events, has been valuable to where I am today as a booker.

If you could name one, what’s the most valuable experience you’ve had in your career?

It might sound cliché but losing my job due to COVID turned out to be one of the most valuable experiences of my career. It gave me the time and space to reflect on who I am, what I truly want, and where I see my career going. I was only 23 at the time, so it was a pivotal moment for self-discovery and setting clear goals for my future.

Where do you see yourself headed in the next 5 years?

In the next five years, I see myself fully immersed in booking and promoting within the country pop genre, which I’m super passionate about. I want to be a key player in this space, helping to grow and shape the genre in the Netherlands. Moreover, as a brown queer woman, I aspire to make a positive impact in an industry that’s still predominantly white and male-oriented. My hope is to contribute to making this industry more reflective of the diverse society we live in.

What advice would you have for someone in their first role in the industry?

Listen to as much music as you can, go to as many shows as possible, and stay excited about discovering new artists. Surround yourself with like-minded people and attend industry events like Futures Forum, Eurosonic  Noorderslag (NL), or No Man’s Land (NL). Networking is key, and these gatherings are great places to connect with others who share your passion.

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