How startup Sure Thing Agency is creating long-term careers out of passion & storytelling

Pictured: Raechel Whitchurch by (Photo credit: Brad L. Spencer)

Raechel Whitchurch has been a high-profile booking agent and event manager for the past decade, working with events, brands, international promoters, and artists.

But on the sidelines was the dream to set up her own agency which would work with artists to help build long-lasting careers.

“One of the things I noticed about the artists I was working with was they craved a service from their booking agent that was personalised,” Whitchurch explains.

“It was important for me to make sure that every artist felt I was coming to them with fresh ideas and with a tailored approach, and not using a standardised strategy to growing their career.”

Whitchurch’s ambition has materialised in the shape of NSW-based Sure Thing Agency, offering booking and festival management services.

At launch, Sure Thing Agency’s roster features Fanny Lumsden, Adam Harvey, Felicity Urquhart & Josh Cunningham (The Waifs), Colin Buchanan, and emerging artists Cass Hopetoun and Camille Trail.

Whitchurch says of her roster: “When looking for artists to represent, I always start with the songs. Strong songwriting and the right team around an artist is essential to building a long-lasting career.”

Despite two years of COVID disruptions, Whitchurch’s recent successes include a 40-date national tour for Adam Harvey across 2021/22, a sold out 20-date tour for Colin Buchanan, and a dream support slot for Fanny Lumsden on Paul Kelly’s On The Road Again Tour.

Pictured: Fanny Lumsden (Photo credit: Dan Stanley Freeman)

Lumsden says that Whitchurch’s approach has been eye-opening for her.

“Raechel has really changed my mind about the value that agents can bring to a team. For me, occupying my own non-typical space in the music industry, I have found it challenging to find an agent that can get on board with my specific ideas and work flexibly to the typical model.

“Raechel has really personalised the process of helping me grow as an artist and within my business, always listening and tailoring it to my vision and not just applying a ‘one size fits all’ attitude.

“She’s also been such an incredible supporter through this time and I can’t wait for what we can achieve together now that we’re coming out of all of the lockdowns.”

Whitchurch is proud of the strong female talent represented in her roster.

“People want to hear the stories of women across all ages, and I’m excited to play a part in bringing the work of these women to more people around the country.”

Whitchurch learned to book gigs and hone her entrepreneurial skills in her early teens, when she toured with her family group The Lees, while living on the road. Playing the mandolin, guitar, banjo and keys, and writing songs from a young age, she has since released her own album, and toured extensively around the country. Whitchurch understands first-hand the needs of touring artists, and her clients benefit from her dual perspectives and unique insights.

Joining Whitchurch at Sure Thing Agency is Tina (Parker) Jacques who brings her 17 years of music industry experience. After starting out in Nashville in touring and artist management, Jacques relocated to Melbourne in 2013 to work in international tour promotion and event management, where she met Whitchurch.

To learn more about Sure Thing Agency visit surethingagency.com