Canada's AIM Booking Agency Merges with YOU will LOVE it LIVE!

AIM Booking Agency (AIM: Artists In Motion) recently announced its merger with YOU will LOVE it LIVE!, forming a premier independent agency that will continue under the AIM Booking Agency name.

AIM Booking Agency has a diverse roster of original performing artists from various fields, including music, theatre, storytelling and family entertainment.

This now enlarged roster is especially strong in the folk and roots genre, with such noted clients as Amanda Rheaume, Brooks and Bowskill, Leahy, Leela Gilday, Mimi O’Bonsawin, Stephen Fearing, Sue Foley, Suzie Ungerleider, Ammoye, The Fugitives, The Hello Darlins, The North Sound, The Pairs and Cris Derksen.

Artists brought in by YOU will LOVE it LIVE! include Sue Foley, Ammoye, Ian Sherwood, popular Nordic folk group Frander, and classical performers Sarah Hagen and Huu Bac Quintet.

“We are thrilled that YOU will LOVE it LIVE has merged with AIM Booking Agency, combining our strengths to offer an even more dynamic and diverse roster of performing artists," says AIM founder Nicole Rochefort.

"This partnership unites our expertise and passion for the arts, enhancing our ability to support and promote talented artists across North America and beyond," adds Genny DeMerchant, founder of YOU will LOVE it LIVE!

AIM Booking Agency was founded by Rochefort in 2010, following her stints in booking at LiveTourArtists and Kids' Entertainment. Her goal was to support musical friends touring through Ontario, but her company has grown into an internationally recognized agency representing award-winning musicians in the performing arts and festival marketplace.

In 2016, she was honoured as Agent of the Year by Ontario Presents, and she regularly attends showcase and exhibit conferences across Canada, the U.S., and the U.K., promoting AIM’s diverse roster. Rochefort is also co-chair of Ontario Creates’ Music Industry Advisory Committee, a board member of Ontario Presents, and a member of the CAPACOA Advocacy Committee.

The YOU will LOVE it LIVE! agency was started in 2014 by Genevieve (Genny) DeMerchant, a classically trained singer. Prior to launching the agency, she spent 15 years in arts marketing and programming, working in various organizations, from the symphony to theatre and performing arts centres. Her roles include Chief Marketing Officer for a 2000 cap presenting house, the Centre in the Square, Kitchener.

The expanded AIM Booking Agency now provides "comprehensive artist development and business development services" in addition to booking representation

Singer-songwriter Suzie Ungerleider (formerly Oh Susanna) shared this observation with Billboard Canada: "As the saying goes, two heads are better than one. Genny and Niki will be a force to reckon with. A gentle force because they are both so sunny and fun, but a force nonetheless. “

On Facebook, Stephen Fearing shared news of the merger, noting that "I have been working with Nicole at AIM for years now and love being part of the roster."

Learn more about the AIM Booking Agency here.