[Interview] CS3 Agency Turns 5: Conor Sheldon on Building a Dynamic Booking Agency and Impactful Roster, Launched During the Pandemic

While many live event companies were shuttering in 2020, Conor Sheldon made the decision to double down and start a new one. After well over a decade at WME—where he held leadership roles in both domestic and international music teams—he launched CS3 Agency in June of 2020. What began as a small independent operation has grown steadily into a recognized name in artist representation and booking. Today, with a staff of seven—including four agents—and a roster of 50 clients and growing, CS3 continues to expand its reach and impact.

Over its first five years, CS3 has built a reputation for its individualized approach to touring and career development. The agency now represents a diverse global roster—from chart-topping hitmakers to celebrity-crossover talent, and from DJ Mag ranked international artists (including many from Europe and Brazil) to artists with a digital-native origin who are now experiencing exponential growth in the mainstream. Across all categories, CS3 remains focused on thoughtful planning and long-term career growth.

To mark the agency’s fifth anniversary, EDMTunes caught up with Conor about CS3’s trajectory, the challenges of building from the ground up, and the perspective he’s gained along the way.

CS3 Agency was founded in the heart of the pandemic—what gave you the conviction to start a live events agency at a time when stages were dark, and what lessons from that period still shape your approach today?

None of us will forget those months. Shows canceled, Zooms all day, then tours coming down, then the NBA season—it snowballed. Eventually, I was part of the downsizing too.  After 24 hours of quiet contemplation, I knew what I had to do. The live events industry was all I’d known professionally —13 years, two department leadership roles, and 35 active clients of which were at one of the biggest shops in the business.  So when push came to shove, I started CS3. I’ve never looked back.  I’ve learned a lot since, but two main reflections:

A. I was a lesser agent at the big shop. Don’t get me wrong, I wouldn’t have made it this far without the incredible training I received there… and the infrastructure is impressive…  but that can also plateau your growth. Stepping beyond the “city walls” forced me to level up. That pressure led to real personal and professional evolution.

B. I still have great respect for the team I came from. Some of those relationships remain my closest in the business. They were my brothers in arms. This is a relationship business at its core, and I carry that ethos forward every day. Cut to now, being able to focus entirely on the agency’s clients—not someone else’s—makes me infinitely more effective, and the team i surround myself with is more vital than ever.

In just five years, CS3 has built a reputation for representing boundary-pushing talent across genres and geographies—what’s the secret to identifying and nurturing talent that not only trends but lasts?

Digital natives can break into the mainstream. Foreign-born talent can thrive here. U.S. acts can catch fire overseas. Sometimes a strong social footprint kicks the door open. And yes—amazing music alone is enough to start the story… but staying power? That’s a whole different game. Whatever earns you that first look—virality, fandom, nationality, or leverage—has to evolve, or it turns into a ceiling. We used to worry about one-hit wonders. Now the real challenge is one-cycle careers. For established acts, it’s about reinventing while staying true to the fans who built the foundation. We’re active teammates in that process. For new talent, the goal is building artists who don’t just survive that first cycle—they thrive and come back stronger. Touring plays a huge role in that—especially when it aligns with a cohesive brand, music plan, and a team to deliver on the vision.

With CS3 representing top-tier talent from EDM icons to celebrity crossover acts to the growing ‘YeeDC’ country-dance movement, how do you see genre blending and digital influence reshaping the live music experience?

I’m proud of our diverse roster—Each artist brings their own unique combination of musicality, brand power, skill, personality, community and cultural cachet. We love to over-intellectualize it all, but at the end of the day, people go out to have a good time and a great experience. They want to connect with their favorite artists & each other. The artist, the event brand, and the community around it all each factor into the equation.

So now, when things are more siloed than ever before, cross-pollinating between genres is a natural evolution of things when the goal is broadening your base & focusing on reinvention. We encourage clients to always be connecting, collaborating, and throwing new and unique ideas against the wall to see what authentically sticks. The net result often has an elevating effect for all involved. Some of the resulting products have been our proudest results.

How do you cultivate and maintain strong relationships with event organizers, promoters, and venues? What do you believe are the key elements of a successful partnership?

Some of my longest-standing relationships started with nothing more than an email or WhatsApp exchange—years before we ever met face to face. And when you finally do meet someone whose voice you’ve known for nearly a decade? That’s its own kind of bond.
In this business, you grow into relationships while you’re still working your way up. When possible now, I do visit venues and meet our key/volume partners face-to-face. But regardless of how or when you meet, honesty is the foundation of any relationship with staying power. Mutual interest gets the partnership started. Continued value keeps it going. And if you bring honesty, fairness, responsiveness, and good faith to the table—you’ll end up in a better spot than most.

Are there any emerging genres or subcultures within electronic music or related scenes that you are particularly excited about or actively scouting talent in?

Disco’s having a renaissance. Latin music and Afro House continue to surge. The hard dance umbrella is expanding. Drum & bass is growing fast.  But the truth is: just when you think you’ve identified the latest trend, someone comes along and blows it sideways. That’s what makes this fun. We cast a wide net. We don’t chase clones. We look for standout voices, visions, stories, and sounds – great music & brands with teams ready to build around them.

How do you discover and vet the artists you represent? What qualities do you look for beyond just musical talent?  

We’re a team with different tastes, and we huddle weekly to share what’s exciting each of us. Passion is non-negotiable. You can’t fake it, and when it’s real, it’s contagious.  Yes, we look at data—streams, socials, metrics. But conviction in the artistry is what helps us know we’re making a smart bet.  We’re storytellers, advocates, relationship builders. We pitch deserving artists every day, but when it’s go time, we need a fully loaded gun. That means great music, ambition, a story, a trendline, and a willingness to paddle hard alongside us. That’s the artist we want to go to war with.

What keeps you personally passionate and driven about the artist booking industry in this ever-changing landscape?

I’ve never looked at the clock and wished the day would end. I’m a fan of the music & performers that I represent, and I thrive on the human connection around it. Traveling to new places, creating experiences, solving problems with people I like and trust—it’s a privilege. Sure, every day brings a new challenge. But if you approach them with good faith, humility, and a great team, you’ll find joy in solving the puzzles.

What are some of the biggest lessons you’ve learned about leadership since starting CS3?

Leadership starts with example. I work hard, I care deeply, and I try to meet the standard I expect from others. Five years in, I’ve built a team I’d take into any cage match. They’re outstanding people, talented operators, and accelerating rapidly into their ever-increasing roles. I’m very proud of them.

Key Lessons:

• Running a business means you don’t have a 9–5. It’s your whole life. You wear that as a badge of honor.
• When artists call it their “project,” they’re being modest. It’s their livelihood. You need to treat it with that same level of care and respect or someone else will.
• There’s no one right way to build something, but there are plenty of wrong ones. I love big whiteboards and big ideas. And if one approach doesn’t work, don’t be too proud to re-tinker and try again.
• Well-intentioned, deliberate action over time wins. Let the rest of the world be focused on immediate dopamine hits and instant results. Those can also be fun, but Rome is not often built overnight; a foundation is important.

What advice would you give to aspiring entrepreneurs who are passionate about the music industry and considering starting their own ventures?

Startups can come from inspiration—or frustration. A new idea. A lack of respect. A need for freedom. In my case, it was a pandemic that paused live events entirely. I had the opportunity, the relationships, the clients, the experience and the determination… So I dove in. Five years later, we’re at 50 active clients, 7 staff, and 20–30 shows every single weekend.

My advice:

• Only jump if you have overwhelming determination.
• Do what you love—but don’t mistake passion for ease. You’ll still work your ass off.
• Care more than the next person. Respond faster. Show up. Build something you’d be proud to buy into.

And either way – whether you build your own thing or play a key role in someone else’s—you’re lucky if you love your lane. I know I do.

Looking ahead, what’s your boldest vision for CS3 and the role you hope the agency plays in the evolving global entertainment landscape?

First, I should say that this business – and our next plans – cannot ever be about us. We are very fortunate to be entrusted with fighting the good fight for so many talented and unique artists. None of this is possible without their trust. We work very hard in their name to deserve that seat at the table in service of their representation & our next steps are informed by a drive to constantly do that better.

As for what’s ahead, I’d start by saying that we will not be a boutique forever. As we turn the corner on five years, we do so at a moment of great acceleration for our team and clients. It’s never been a more exciting time. We have some exciting announcements in the coming months; I can’t speak about those just yet, but as we grow, CS3 commits to doing so without losing its soul. That means expanding internationally, investing in next-generation talent, and staying ahead of how culture and technology shape the live event business, without losing focus on core values. We’re well-positioned for next steps in those directions.

And as we grow, I commit to be an evolving agency of our constitution and profile that can grow globally without losing its soul. That means expanding internationally, investing in next-generation talent, and staying ahead of how culture and technology shape the live event business. We’re well positioned for next steps in those directions.

Finally – and to that end – I should add that we aim to be known not just for who we represent—but how. We punch above our weight. We work with like-minded, well-intentioned people. With integrity. With creativity. With tenacity. And with care. That’s the legacy we’re building. I’m grateful for the roster, the teammates, and the purpose that wakes me up every day & all of those who have supported us along the way. I’m grateful for the roster, the teammates, and the purpose that wakes me up every day & all of those who have supported us along the way.

To learn more about CS3 whether you’re an artist, dance music enthusiast, or a music industry professional, visit their official website here.

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