Mark Sonder, President of Mark Sonder Productions Entertainment Agency, is quoted yet again as a Music Meeting & Events Industry Expert: What Trade Show Organizers Don't Know About Music Licensing—and Why You're at Risk.

Article by Loren Edelstein.  Originally published 22Sep2025.

https://www.tsnn.com/event-planning/what-trade-show-organizers-don-t-know-about-music-licensing-and-why-you-re-at-risk 

How Headline Entertainment Turns Events Into Impact Machines

Article by Influencer Sally Hook

You don’t hire a headliner just to fill a slot. You bring one in to move the needle—on ticket sales, brand resonance, audience memory. The right act can sell out a conference, reposition a trade show, or turn an awards gala into a landmark. But that only happens when headline entertainment is locked into the larger architecture of the event, timing, messaging, execution, and follow-through. Planners who treat entertainment as a core strategy, not a bonus, are the ones whose events stick.

Theme Creates Cohesion

Before anyone talks about stages or soundchecks, the real first move is building a theme that holds. A good theme isn’t just visual. When done right, a theme weaves a cohesive narrative across entertainment, signage, color palette, speaker lineup, even the shape of a giveaway bag. It’s what makes the act feel like a decision, not a gimmick. You want your audience to say, “Of course they brought in that group,” not, “Huh, interesting choice.” Planners who front-load the theme gain an advantage: it simplifies vendor conversations and fast-tracks approvals because everything serves a clear story. The right act doesn’t just fit, it affirms the vision.

Booking Timeline Insights

Headline acts don’t sit on the shelf waiting to be picked. If you're working with a major name, the clock starts early, and not in the way most planners think. It’s not about putting in a feeler month’s out, it’s about moving with intent. Smart planners start outreach months ahead to beat the rush and secure options while they’re still options. That lead time makes a massive difference when routing tours, locking exclusivity windows, and negotiating pricing. Push that window shorter and you’re now solving for availability instead of alignment. And in that tradeoff, alignment always loses.

Headline Acts Without the Headache

Not every agency understands the planner’s pressure to book big while staying in control. Mark Sonder Productions Entertainment Agency does. They don’t just pitch names; they pair artists with audience goals. You’re not guessing whether a legacy soul act will land with a tech crowd or if a classic hip-hop DJ can energize a multi-generational sales summit. They know. That’s why they’re booking talent like DJ Spinderella, Glenn Leonard’s Temptations Revue, The Beach Boys, and The Drifters—acts that deliver on stage and in narrative. And it’s not just booking. Their team runs points from contract to curtain call, so nothing gets dropped, and your stress never spikes. When they say end-to-end, they mean it.

Contract Logistics

Here’s where even seasoned planners get burned: unclear contracts. The performance is locked, the date is set, but nobody documented the greenroom needs, soundcheck times, or payment intervals. That’s how the stall shows and emails turn into fire drills. Build in breathing room for internal approvals, especially when multiple departments are involved. And don’t freelance your documents; understand the guidelines for how to write a contract that clearly outlines riders, timelines, signatures, and terms in a way everyone can follow. You’re not just avoiding conflict. You’re preventing a chain reaction of delays and disappointment. Clean paperwork makes bold ideas safe.

Driving Registrations Through Entertainment

You want entertainment to spike attendance? It needs to live right inside the funnel. That starts with your event landing page. A smooth, memorable check-in experience begins before arrival, at the very first moment someone considers attending. Drop the corporate formality and let the page pulse with rhythm: teasers, artist visuals, even just strong type hierarchy. Let the act become part of the decision-making, not a pleasant surprise later. That little shift, front-loading the entertainment instead of saving it, turns curiosity into commitment. Attendees sign up not just for information, but for experience.

Marketing Buzz That Converts

A headliner has gravitational pull, but only if you let it stretch. Don’t save the reveal for one big post and hope the hype snowballs. Build a rollout. Start by teasing silhouettes or initials. Then move into collaborative reels, interviews, maybe even a behind-the-scenes soundcheck clip. It doesn’t have to be Hollywood polish; it has to be paced. Most importantly, harness social channels early. Encourage people to share before the event begins, not just recap afterward. That’s when you hit the sweet spot: turning the act into not just entertainment, but a signal. Signal that your event is the one they can’t miss next year either.

Post-Event Momentum

The moment after the standing ovation is your real opening. This is when energy is high, social feeds are still warm, and attendees are looking for proof that what they felt was real. Use that space wisely. Break highlights into shareable clips that give people something to tag, revisit, or forward. Make your thank-you emails visual, not just polite. And repurpose performance footage for internal morale or external sizzle. That act you booked isn’t just part of a night—it’s part of your story now. Stretch it. That’s how events grow beyond their run time and into the calendar’s must-return list.

Headline entertainment, when built into the architecture of an event, does far more than entertain. It attracts early, excites often, and lingers long after. But the magic isn’t just in the act. It’s in the timing, the paperwork, the theme, the way it’s framed and followed through. Planners who treat headline talent as a tool, not a flourish, find themselves hitting more than KPIs. They hit memory. Movement. Momentum. And they keep hitting it, event after event.
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Discover how Mark Sonder Productions Entertainment Agency can elevate your next event with award-winning entertainment and personalized experiences, celebrating 40 years of innovation and diversity in the industry!

Photo:  Headline Entertainer, Glenn Leonard of Glenn Leonard’s Temptations Revue

Success: Effective Business Event Planning

Image via Pexels
Article written by Sally Hook,

Corporate events can be a blessing or a burden. When handled right, they can boost morale, strengthen client relationships, and even spark a little buzz. But when planning gets sloppy or the vision falls flat, everyone ends up watching the clock—or worse, checking their phones. The truth is that too many companies still approach events like it's 1998: a rented banquet hall, a limp buffet, and a slideshow. That’s not only dull, but it’s also forgettable—and in business, forgettable is unforgivable.

Design an Experience, Not a Schedule

Time blocks and itineraries serve a purpose, but they shouldn’t define the entire experience. The best business events weave in emotion, curiosity, and comfort—elements rarely found on a spreadsheet. Think about how guests will feel as they enter the space, what moments will surprise them, and how you’ll keep them talking about it later. Successful planning focuses on designing a journey, not just allocating minutes on a timeline.

Make the Materials Work for You

Getting everyone on the same page before the big day means sharing the event schedule, agenda, and promotional materials with your team early and clearly. These documents shape expectations and ensure that no one is scrambling to figure out what’s happening or when. Saving them as PDFs not only keeps the formatting clean but also makes them easy to share across devices without compatibility headaches. If you need to make changes to your handout, a PDF editor allows you to make changes to documents and drawings without having to print anything out.

Keep the Venue Honest

There’s a difference between flashy and functional. Choosing a venue because it looks good on Instagram doesn’t always translate to a solid guest experience. Accessibility, acoustics, lighting, and layout all matter more than chandeliers and floor-to-ceiling windows. It’s better to work with a flexible, well-run space than wrestling with a stunning but impractical one that turns logistics into a nightmare.

Don’t Be Boring: Book Real Entertainment

When the energy dips, no amount of lighting or clever hashtagging can save the mood. Businesses often treat entertainment as an afterthought or avoid it altogether to cut costs. That’s a mistake. Bringing in headline entertainment can completely shift an event’s impact, giving it a central moment and a sense of real occasion. Suppose you’re looking for a trusted resource. In that case, Mark Sonder Productions Entertainment Agency specializes in arranging headline acts that can turn your next corporate or association event into something people look forward to attending.  For instance, presenting the legendary music of The Temptations with Glen Leonard's Temptations Revue.  Glenn was the lead vocalist of The Temptations from 1973 to 1983, or have The Drifters appear performing their hits "Under The Boardwalk" and "Stand By Me."

Push the Buzz Before It Starts

Generating interest ahead of your event is just as critical as the event itself. You can’t assume people will show up just because you invited them—curiosity needs to be sparked. Promotion techniques like creating short, snappy videos, drafting press releases, guest speaking on relevant podcasts, and sharing updates across social media channels all help build momentum. The goal is to create a sense of anticipation that makes attendance feel less like an obligation and more like an opportunity.

Rethink Networking as a Game, Not a Chore

One of the most common reasons people dread corporate events is the pressure to network, which can feel forced or awkward. Instead of name-tag hell or cocktail-hour small talk, try integrating low-stakes games or structured conversation formats that spark natural connection. When people feel comfortable and engaged, they open up without needing a hard sell. Smart planners create environments that foster interaction without putting everyone on edge.

The Recap is Part of the Show

Once the chairs are stacked and the leftovers cleared; the event isn't over—it just moves online. What you do afterward shapes how the experience lives on in people’s minds. Smart businesses capture content, send thoughtful follow-ups, and find creative ways to revisit the event without spamming inboxes. A well-crafted recap can turn a one-night event into something that builds momentum and deepens relationships long after the lights go out.

When attention is currency, planning a business event means more than throwing together a few speeches and hors d'oeuvres. It’s about crafting an environment that feels alive, intentional, and worth showing up for. From booking bold entertainment to curating connection and mastering the details, it all boils down to treating your audience like humans, not headcount. Because at the end of the day, people remember how something made them feel—not just what was on the agenda.  And for your after party consider keeping that vibe alive with the music and performance of DJ Spinderella, formerly of Salt-N-Pepa.

Discover how Mark Sonder Productions Entertainment Agency can elevate your next special event with award-winning entertainment and personalized experiences that captivate and inspire!

Sally Hook is the creator of freelancingresource.com. She has been a digital nomad for almost 10 years. She enjoys the freedom and flexibility that comes with the digital nomad lifestyle. It has allowed her to do many things that she wouldn’t have otherwise been able to do, such as traveling the world and starting her own business. 

Why do you need a Music and Entertainment Management Company for your Meetings & Events?

There’s a good reason to use corporate entertainment companies. First of all, you probably will never meet with an artist’s exclusive agent in person. After an initial conversation with an exclusive agent, future conversations will most likely be handled by one or more assistants. The agent is interested in completing the paperwork and collecting the money. Once that is done, his or her job is complete. The agent never goes to the job site to oversee the artist’s performance. 

In contrast, a good corporate entertainment company takes a full-service approach. In addition to handling the paperwork and financials, staff will control communication, and one or more representatives will be present during your event. They can also act as the show’s producer and oversee the rider requirements if the planner or organizer transfers that responsibility to them. Note: The entire obligation to fulfill the rider requirements rests with the event organizer, as the purchaser.

Some of the major centers for meeting and convention entertainment are in Orlando, Las Vegas, New York, Washington DC, Raleigh, and other cities across the USA where special events take place. 

Joshua Jones, former Director of Sales at Painted Desert Gold Club in Las Vegas, feels that “using a corporate entertainment company is beneficial.” That’s especially true if you are new to booking name entertainment and have not had the experience of negotiating a rider, he says. “An entertainment company can often negotiate more cost out of riders than the fee that they charge.” 

And, of course, an entertainment booking agency works with many celebrities and agents regularly, while a meeting or event planner may only have an occasional need to book one. As a result, the celebrities’ agents have more riding on a deal with an entertainment company that may bring them two, three, or 10 engagements a year. “That gives the entertainment booking agency more leverage, and agents will be more flexible in negotiations with them," Jones says.

For a leading corporate and association entertainment booking agency, call on Mark Sonder Productions Entertainment Agency for all your needs for headline entertainment, Rider Management, and production requirements for meetings, conventions, trade shows, expositions, and concerts across the USA.

Photo:  Corporate Entertainment Agent Mark Sonder with Carolos Santana in Las Vegas

Mark Sonder Productions Entertainment Agency
Headline Entertainment and Event Production
+1-202-369-1063