Frills: Full Service Electronic Music Agency Launches In Berlin

Aga Heller.
Kasia Zacharko – Aga Heller.
Co-founder of Frills.

Frills is a multi-faceted artist development company in Berlin, Germany, rooted in the underground house and techno world, but with access to big international partners.

Its services range from bookings, marketing and brand creation to business affairs, consulting, record label management and event production, according to the announcement.
Electronic music veteran and company co-founder Aga Heller brought together a team of specialists in various fields around artist development, to be able to offer artists the whole package.
He teamed up with music industry entrepreneur David Lewis, (co-)founder of David Lewis Productions, ALDA and Armada Music.
Leading the booking department for Frills is Catherine Stoy, whose 15-year career includes stints with Richie Hawtin’s former M-nus bookings roster at Clonk Artist Booking and more recently as a booking agent for Temporary Secretary, representing Dixon, Me and others.
Frills co-founder Heller led the bookings team for Diynamic, before going on to manage the worldwide event series HYTE.
Techno, House, Underground.
Courtesy of Frills. – Techno, House, Underground.
This is the environment the team at Frills feels most comfortable in.

He didn’t want to reveal any names on the Frills roster yet, “to reflect our approach to building the company – selecting every artist for their individual merits, sharing their objectives as partners, team members and friends,” he explained.

“We want to nurture every aspect of an artists’ career and that involves a commitment from both parties that goes deeper than fleeting trends or overnight social media success.
“House and Techno are labels, but we operate beyond the borders of genres. We want to help shape the next generation of electronic music for decades to come, from behind the scenes, in the booth and on the dancefloor,” Heller continued.
The Frills office in Berlin opened a week before Covid shut down the entire world’s events industry. According to Heller, it enabled the company “to structure our team and processes from the ground up, without relying on any one artist to influence the overall direction of the roster.”
Frills wants to approach each artist with a highly individual plan, applying resources where needed “in a dynamic, fluid, and efficient way,” according to a company statement.
The team believes this approach will allow Frill to bring value in a way traditional agencies cannot.