Acoustic Element and ALT EGO’s Jody Abel and Callen Petersen credit the invaluable assistance and service from agent Lauren Parks for their notable growth and success.
We are currently enjoying our second year as independent artists on a full-time basis, which is something we’re really proud of as the South African music industry is a very competitive one. We’ve been booked regularly for weddings, corporate and private events – totalling 261 gigs over the past year.
We also successfully launched ALT EGO earlier in 2017, with our debut single “Get Wild” featuring Amy Tjasink enjoying regular airtime on radio and TV. We also hosted our debut album launch at the One and Only Hotel at the V&A Waterfront, which promises more exciting releases later this year.
However, all these achievements would not have been possible without the great support from our very own Wonder Woman Lauren Parks, who has played a vital role behind the scenes as our agent.
After starting our relationship in 2015 during our time at Rude World Records, we were able to experience the value she brings to the table. She has a wealth of knowledge, which includes the ins and outs of the music and events industry, how to successfully submit music to radio and TV, dealing with public relations and more.
So when we decided to go independent in 2016, it was a no-brainer to include her in our team.
“She’s more than just an agent. She’s our mother figure,” explains Jody. “She’s good for us in the professional field, but also on the personal side of things. It’s more than just business to her. She cares about how we feel, she motivates us… while on the other hand, she also provides the necessary constructive criticism that keeps us grounded. It’s the perfect balance.”
Conversely, we’re very proud of the way she’s grown as an entity on her own. She has shown the kind of work ethic that inspires us to put in more effort and to aim bigger. Even during our time on holiday these past few weeks, she’s held down the fort effectively.
“There’s no 9 to 5 when it comes to Lauren. Sick or healthy, tired or awake… you will find her on the laptop late at night when necessary, dealing with emails or other urgent matters. She does what she has to do to get the job done and we love her for that,” says Callen. “We’re very proud of the way she’s grown since she started the Parkan Entertainment chapter with her dad Craig Parks. We’re very lucky to have her on our team.”
So what is Lauren like outside the professional environment? Working as closely as we do, we have discovered her kryptonite… which is karaoke!
If she’s in a bad mood, all you have to do is take her to Manilla Bar, call up “Valerie” by Amy Winehouse on her name, and she will blow the audience away. While she works mostly behind the scenes, she keeps this amazing voice hidden. When she does open up in front of the mic, she always gets a huge reaction from the crowd. The secret is now officially out… it’s time to start that solo career!
On a more serious note, thank you, Lauren… for all you have done for us during our journey. We’re excited to continue our relationship with you after recently signing our second contract. Thank you for sharing our vision for AE!
We appreciate you! We love you!