Exclusive: WME Adds Agents Barbara Frum & Michelle Martinez To Contemporary Music Department

Why It Matters

The hires broaden WME’s expertise in both global touring logistics and digital artist promotion, positioning the agency to capture more share of the fast‑growing live‑music market.

Key Takeaways

• WME hires Barbara Frum to lead touring for electronic and pop acts.
• Frum brings experience from Outer/Most and her own agency Sharing Spaces.
• Michelle Martinez joins from CAA, adding digital marketing expertise to WME.
• Martinez will manage emerging artists like Jai’Len Josey and Oliver Malcolm.
• Additions boost WME's cross‑disciplinary strategy in contemporary music.

Pulse Analysis

WME’s latest talent acquisitions underscore the agency’s aggressive push into the evolving live‑music ecosystem. Barbara Frum arrives with a proven track record in international touring, having built a reputation at Outer/Most and through her own boutique firm, Sharing Spaces. Her portfolio spans eclectic acts from folk to avant‑garde, and she has produced multidisciplinary projects that blend music with theater and dance. By anchoring her in Beverly Hills, WME signals a commitment to expanding its cross‑border booking capabilities, especially for electronic and pop artists targeting North American and European circuits.

Michelle Martinez brings a complementary skill set rooted in digital marketing, publicity, and artist development. Her tenure at Creative Artists Agency and earlier stints at ICM Partners and Atlantic Records equipped her with data‑driven promotion strategies that are increasingly vital for emerging musicians navigating streaming platforms and social media. Based in New York, Martinez will oversee a roster that includes rising talents such as Jai’Len Josey and Oliver Malcolm, positioning WME to offer a full‑service package that blends traditional touring logistics with modern audience‑engagement tactics.

The combined hires reflect a broader industry trend where agencies are blurring the lines between live‑event booking and digital brand building. As concert revenues rebound post‑pandemic and streaming royalties remain volatile, agencies that can orchestrate seamless touring experiences while amplifying an artist’s online presence gain a competitive edge. WME’s cross‑disciplinary approach, bolstered by Frum’s global touring acumen and Martinez’s digital expertise, is poised to attract a new generation of artists seeking holistic representation in a rapidly changing market.