Joren Heuvels of Amsterdam-based booking agency and record label The Lullabye Factory joins Hometown Talent Agency in Belgium.
Heuvels roster includes acts such as The Beths, Deeper, Donny Benét, Hibou, Jerry Paper, Las Robertas, The Blank Tapes, Sugar Candy Mountain and more.
The deal merges the booking department of The Lullabye Factory with Hometown Talent, but The Lullabye Factory record label part remains intact, Guillaume Brevers, owner of Hometown Talent Agency told Pollstar.
Said Heuvels: "I am very excited to join forces with Guillaume at Hometown Talent Agency. I’ve been following Guillaume for a couple of years when he was still working as an agent for BFOS and ATC Live.
"We share the same values, have a similar taste in music and both work independently on an international level, so I am looking forward to provide the best possible service and work together on the careers of our artists by combining our experiences and knowledge."
Added Brevers: "I'm super happy to join forces with Joren and welcome him and his incredible roster at Hometown Talent. Joren is a super talented and highly skilled agent. We share a common vision of today's music industry and how we would like to see it evolve.
"Hometown now counts offices in Belgium and the Netherlands, right in the heart of Europe, a stone's throw from many key markets, offering our artists the best opportunities and most efficient service."