THERO Agency

The Representation & Organization Agency

THERO Agency is a management and production company dedicated to artists, festivals, and live tours. Founded by Roy van Akkeren, THERO has built a strong reputation over the past eight years in the live music and events industry.

With a background in tour management and festival production, Roy saw the need for an agency that not only represents artists but also supports the entire live experience. From that vision, THERO has grown into a full-service agency that helps artists develop their careers, organizes festivals, and manages tour productions worldwide.

💡 What We Do:
🎤 Artist Management – Guiding artists in their careers, from strategy and branding to business negotiations.
🎪 Festival Production – From concept development to full execution, including logistics and technical production.
🎸 Tour Management – Handling all aspects of live concert tours, including planning, logistics, and hospitality.

At THERO Agency, it’s not just about business—it’s about passion for music and building long-term partnerships. We believe in a hands-on approach and are dedicated to taking both artists and events to the next level.

📍 Active across Europe and beyond.

About Roy

With over 14 years of experience in the live music industry, including 10 years at a professional level, I have had the privilege of working with a diverse range of bands, from emerging talents to established acts. My deep-rooted passion for the music community has always been the driving force behind my career. Fueled by this commitment, I founded my own company with the goal of making a greater impact—helping artists grow, navigate the industry, and thrive in the world of live music.

My journey began as a dedicated volunteer at De Pul Uden, one of the oldest music venues in the Netherlands. Working on both sides of live events—backstage as a Production Manager and front-of-house engaging with audiences—gave me invaluable insights into the industry. This hands-on experience provided me with the knowledge, confidence, and vision to take the next step: launching my own agency and contributing to the future of live music.

Looking ahead, my focus is on artist management, providing musicians with the strategic guidance, resources, and opportunities they need to build sustainable careers. By offering hands-on support and a deep understanding of the live music landscape, I strive to help artists not only succeed but also evolve and make a lasting impact.

The journey of empowering and promoting emerging artists continues, and we remain committed to making a lasting impact on the live music industry through our dedication, expertise, and unwavering passion for music.