Elena de Soto is the talent buyer/promoter at The Masquerade in Atlanta, GA. She's also responsible for booking the best festival Atlanta has seen in years, The Wrecking Ball ATL (which we're sponsoring!)

Tell us a little about yourself and your experience.

I moved to Atlanta in September 2011 to start college at Savannah College of Art and Design. During my time there, I applied to intern at The Masquerade. 3 years later, I’m a talent buyer and promotions manager.

What drove you to choose your career path?

Who else would hire someone with hand tattoos and an art degree?

But in all seriousness - growing up, I went to A LOT of shows. I didn’t get in much trouble and I met all of my friends at shows. I learned about a lot of bands and taught myself concert photography. The music scene was so kind to me. I want to thank everyone who made those shows happen. Now I’m trying to help contribute to a scene that has done so much for me.

How did you go about getting your job? What kind of education and experience did you need?

The day I moved to Atlanta, I went to The Masquerade. I kinda fell in love and kept going back. Then one night, I applied for an internship - not knowing what to expect at all, but hoping to get into some shows for free. I had booked some benefit shows in high school and I was a college student looking to build a resume.

During my time as an intern, I learned so much about the music industry. I was given opportunities that I never thought I would have. I was photographing and running for bands that I loved. 

I worked hard (I think?) and the staff at The Masquerade believed in me and hired me to run social media. I did that for about 2 years.

The company went through some changes with staffing and Atlanta has gotten very competitive. My boss and booking partner Greg Green took a tremendous leap of faith and brought me on as a Talent Buyer. He’s copied me on all of his emails and submerged me in the booking world. It’s been almost a year since starting, and I still learn new things from him every day.

Then came The Wrecking Ball. The Masquerade is celebrating its 25th anniversary as a venue. While I haven’t been here the entire time it has existed, the other parties involved have. We decided to do something special to celebrate it. Atlanta is really fortunate to have some strong genre-specific festivals. But where was the punk/emo/hardcore festival?

What do you actually spend the majority of your time doing?

I spend every day in an office with my best friend singing along to The Hotelier record. 

I spend all day sending countless emails to agents, overseeing social media, signing contracts, putting together settlements, inviting all of my Facebook friends to events, etc. 

Most nights we have shows that I want to enjoy. When that’s the case, I’m taking pictures or jumping off a speaker head first. I’ve mastered the angry finger point.

What misconceptions do people often have about your job?

“Why do you have to go to work at 9 am? Shows are at night..”

“Isn’t your job to take pictures?”

What are your average work hours?

There aren’t really average work hours in the music industry. I will work in the office 10am-7pm M-F. But if there’s a show at night or on the weekend, I’m here. When I’m home watching TV - I’m still checking my email. My phone is glued to my hand.

What personal tips and shortcuts have made your job easier?

I’m honestly so lucky to be in the position that I am. I could never imagine jumping into booking head first without the amazing support that I’ve had. Between coworkers and family, I’ve been supported and helped every step of the way. The Masquerade, Brian McNamara, Greg Green, Jeremiah Edmund, and the rest of the staff here have all made it even possible for me to do what I’m doing.

What do you do differently from your coworkers or peers in the same profession?

I don’t really have any other friends working in the same field. I share an office with my best friend, but she does graphic design and all of our artwork. We have a local booking agent, promotional assistants, and interns. They all bring something special of their own to the table.

Do you have any advice for people who need to enlist your services?

Email me! elena@masqueradeatlanta.com

Let’s set your band up with a show at The Masquerade.

What's the worst part of the job and how do you deal with it?

I’m not a fan of answering the phone for the venue or replying to the endless Facebook messages with ridiculous questions. But the good definitely outweighs the annoying here.

What's the most enjoyable part of the job?

Confirming a show. It’s kind of a way to measure your success, if that makes sense.

What kind of money can one expect to make at your job?

I've just started. Ask me in 10 years! But, I believe it is what you make of it. It depends if you’re working as an independent promoter or with a strong organization, what shows you’re able to secure, how well you do your job, and who is there to back you up and believe in your work. I feel very fortunate with where I am now.

How do you move up in your field?

My goal is to just keep doing what I’m doing and keep learning from the successful people teaching me.

Maybe someday there will be 5 cities with Wrecking Ball festivals. Maybe we will start pressing vinyl or managing bands.

I’m only 22. I have some time to decide where I go from here. But I know that whatever I’m involved in will be in Atlanta and tied to The Masquerade.

What advice would you give to those aspiring to join your profession? 

Don’t. Atlanta is competitive enough :)