How a one-man promotion machine became Britain’s fastest-growing business

If only Barrie Marshall had stuck with his plans of working as a civil engineer in local government, he might have put together a pretty decent career working on building sites and planning bridges and roads.

Instead, he has had to make do with travelling the world as an agent and promoter for Sir Elton John, Marvin Gaye, Stevie Wonder and a dazzling cast of music industry greats. 

Led Zeppelin. Status Quo. Lionel Ritchie. The Beach Boys. Cher. The Kinks. Whitney Houston. Annie Lennox. Otis Redding. George Michael. Joe Cocker. Pink. Sade. The Spice Girls. A giddying rollcall of stadium-filling acts he promoted over nearly six decades in the industry. 

To Beatles legend Sir Paul McCartney, Marshall is “dear old Badger – the coolest promoter in the world” and a “total pleasure to work with”. The late, great Tina Turner would say he was “responsible for the success of my solo career”. 

Now the man behind Marshall Arts, his playfully named business, has won another accolade: topping Business Leader’s inaugural Growth 500. Revenues at his London-based company have hit more than £68m, with annual growth topping 24,000 per cent over the past three years.

Part-owned by Los Angeles-based entertainment group AEG, Marshall Arts has helped deliver some astonishing tours. During the Covid lockdowns, shows were cancelled and Marshall’s revenues collapsed. But since then the business has soared to record levels thanks to tours such as Sir Elton’s Farewell Yellow Brick Road, a four-year extravaganza that took nearly $1bn at the box office. 

Marshall fell into music promotion almost by accident. It started with the death of a friend called Ray Selway whose mother asked if Marshall would take on the job of promoting her son’s band, The Satellites. 

“I had no experience whatsoever,” Marshall has said. “I was learning as I went along. I went over to Germany with The Satellites … booked gigs, scrubbed floors and did whatever was needed to keep us afloat.” 

He began organising pub gigs for other bands, expanding to shows at American airbases, dance halls and seaside resorts. “I was totally immersed in records and gigs ... I couldn’t believe how music could be so exciting.” 

He moved to work for Arthur Howes, then one of the biggest music promoters, who taught him the tricks of the trade. It wasn’t until his mid-30s that Marshall would set up on his own, opening an office in London’s Lower Regent Street in 1976. He had spotted a gap in the market that chimed with his own passions. “I felt the only field of music which wasn’t being promoted properly in the UK was soul and R&B … Luckily, I loved that type of music.” 

Early clients would include Stevie Wonder and The Commodores, the band co-founded by the singer Lionel Ritchie, who remains on Marshall Arts’ books to this day. Many of his team have stayed on for years. They include Marshall’s wife, Jenny. The pair grew close when she joined The Satellites as a singer. Team spirit is not the only lesson from Marshall’s story. 

Asked by music industry bible Pollstar for his business philosophy, he said: “Preparation is key, advanced planning, and visits to meet the personnel we will be working with. It’s important to focus on all aspects and all departments. Crucially, attention to detail, no matter how small they may seem. On show day, they will become very relevant.” 

Those founders who recognise the importance of humility will like his modest mantra. 

“It’s not about me, Barrie Marshall,” he once told Music Week. “I’ve never made a record or written a song. I don’t want to be famous. If I can put the act - using their music, image and artwork - in the right place at the right time, that’s what my objective is.

“Promoters have to remember one thing - we’re only the engine drivers. We’re not the person who gets off the train and entertain people. We’re there simply to support the act. As long as we remember that - and don’t have too much self-importance - things will run smoothly.” 

In an age of emails, video calls and Slack, the importance of strong personal relationships can often be forgotten. The affection, as well as high regard, so many of his clients hold for Marshall is an important part of his company’s success. 

In 2006, McCartney paid tribute: “Long may the Badger rule!” the ex-Beatle would say. Nearly 20 years later, this star promoter remains top of the charts.