How the Lockridge Agency Redefines Artist Representation in Texas

Most talent agencies focus on the next booking. The Lockridge Agency is betting that lasting careers require much more than that. 

As today’s DJs, producers, creators, and performers navigate an increasingly competitive entertainment industry, success depends on far more than talent alone. Branding, audience engagement, business strategy, networking, and long-term career planning have become just as important as securing the next opportunity. Recognizing that shift, founder Jon Lockridge officially launched The Lockridge Agency in Dallas with a hands-on approach designed to help artists build sustainable careers. 

The Lockridge Agency Logo

Jon Lockridge has been working in the entertainment industry, especially in the EDM scene, since around 2011, during the genre’s major boom. Early on, he was involved in talent management, and one thing always bothered him: how often artists are taken advantage of. He’s worked with and represented incredibly talented people, many of whom have achieved significant success. Yet, they’re still working day jobs while trying to make ends meet. That never sat right with him. 

For years, Jon knew he wanted to help change that, but he didn’t know exactly how. It took a long time to figure out what meaningful representation could look like. One thing became clear, though: most artists are genuinely good people who work incredibly hard. Those are the people he wants to represent. 

“Before I sign anyone, we spend time together,” Jon explains. “We have conversations, grab dinner, and get to know each other because character matters to me. I want to work with people who are not only talented but are also good humans. That’s the foundation of everything we’re building."

The vision has always been to build an agency where artists don’t have to split their careers between a dozen different people taking percentages along the way. Instead, Jon wants to create a place where everything works together under one roof. 

Helping artists develop a comprehensive long-term strategy is crucial. Jon focuses on branding, social media, marketing, content, and music production support, ensuring they're prepared for sustained success and transparency in their careers. 

“Ultimately, I want companies, venues, and festivals coming to us because they already know who our artists are, not because we’re constantly chasing bookings,” Jon says. “If we can also help artists create great music and get it in front of the right audience, then everything begins working together. That’s the long-term vision. We’re still in the early stages. I’m not a massive agency with endless resources, and I’m learning as we grow. The Lockridge Agency has never been about me. It’s about the artists. I want everyone to grow together, learn together, and build something lasting.”

The Founder Behind the Vision

That philosophy was shaped by more than a decade of experiences, both successes and setbacks, that ultimately led Jon to create the agency he once wished existed. 

Jon Lockridge, Founder of The Lockridge Agency

Jon’s own journey into EDM started unexpectedly. Growing up, he listened to some of the more mainstream electronic music of the ‘90s. Everything changed after he left the Marine Corps in 2011. After multiple deployments, he decided it was time to pursue something completely different, so he enrolled at Full Sail University in Orlando to study entertainment business. A few months into school, some classmates invited him to the very first EDC Orlando. 

“I remember asking them, ‘What’s EDC?’” Jon reflects. “They convinced me to go, and that weekend completely changed my life. From 2012 through about 2017, I attended nearly every major festival I could. What stood out was the community. It truly felt like a family. If someone looked like they needed help, people immediately stepped in with water or support. There was a genuine sense of looking out for one another.”

In 2017, Jon launched Double Night Entertainment, focusing primarily on artist management. They experienced some early success, but he also made some significant mistakes that ultimately caused the company to collapse in 2019. 

“That failure was devastating,” Jon says. “I lost everything and was even homeless for a period of time. More than anything, I carried a tremendous amount of guilt because I felt like I had let people down. Instead of getting back up, I spent years sitting with those feelings. Eventually, I realized I couldn’t keep ignoring the vision I’d carried for so long. Every day I thought about building this agency, yet I wasn’t doing anything about it.”

Jon was working other jobs, including security and later as a talent agent in Los Angeles representing actors, but he wasn’t pursuing what he truly wanted to build. Finally, he decided it was time to go all in. 

“When I began talking with potential clients, I made a commitment to be completely honest,” Jon says. “I told them exactly where I was, what I could offer, and what I was still building. I expected most people to walk away. Instead, they believed in the vision. One after another, artists said, ‘Let’s do it.’ That was the moment everything became real. It wasn’t just my dream anymore. It became a responsibility to the people who trusted me. Since then, it’s been an incredible experience, and every step forward reinforces why I started the Lockridge Agency in the first place!”

Looking back, the overarching lesson through everything Jon has experienced is realizing it was never really about him. Whether it was serving in the Marine Corps, losing his business, or going through personal struggles, he realized those experiences weren’t happening just to him. They were shaping him into someone who could help better other people. Once his mindset shifted away from “him” and toward serving others, everything started to make more sense. He began seeing every challenge as a lesson he could use to help his artists avoid the same mistakes. 

“If I’ve already learned something the hard way, then I can help someone else take a better path,” Jon says. “Over time, you realize there’s still so much to learn, but you also recognize how much you’ve already learned. The experiences that feel devastating in the moment often become your greatest teachers years later. For a long time after my business failed, I saw myself as a loser. I thought I had failed, so there was no point in trying again. Eventually, I realized that failure had already given me one of the greatest educations I could have asked for. It showed me what doesn’t work, what mistakes not to repeat, and how to build something stronger the next time around. That’s the approach I carry with me today. If something doesn’t work, we acknowledge it, learn from it, adjust, and keep moving forward.”

Building Careers Instead of Chasing Bookings

The first thing Jon does with every new client is the T.L.A Onboarding process. It’s something he’s developed to help artists think bigger about where they want to go. “Your thoughts, emotions, vision, and actions all influence where you’re headed,” he says. “I want artists to imagine what’s possible before we start building a plan to get there.”

They talk about where they’ve been, where they are today, and where they want to go. He encourages them to dream without limitations. He then asks, “If everything went perfectly over the next year, what would that look like?” Maybe an artist says they want to play the mainstage at Tomorrowland or perform a back-to-back set with one of their favorite artists. 

“Whether or not it happens in a year isn’t the point,” Jon says. “The point is getting them to think beyond what they believe is possible. Once they start imagining those possibilities, new ideas begin to emerge.” 

From there, Jon dives into everything they’re currently doing. He listens to their music, evaluates their social media presence, and looks at what’s working and what isn’t. Using that information, he begins developing a personalized brand strategy. Then they meet again to review the vision together. He presents the direction he thinks best fits them, gathers their feedback, and makes sure the brand feels authentic to who they are. “They have to enjoy representing the brand we’re building genuinely,” he emphasizes.

Once they align on that vision, Jon creates a customized 90-day action plan. It outlines the type of content they should create, how he wants to position them, and the goals they’re working toward. Throughout those 90 days, they constantly evaluate what’s resonating with audiences. If one type of content performs well, they lean into it. If something isn’t connecting, they adjust and figure out why. At the same time, he looks for booking opportunities that reinforce the artist’s brand.

“If someone is a deep house DJ, I’m not going to book them at an event that doesn’t fit their sound or long-term identity,” Jon says. “Every opportunity should strengthen the story we’re trying to tell. The first reason is to prove. I want artists to see that I can help move their careers forward. The second is for them to demonstrate their commitment, to show they’re willing to put in the work and that we’re a good fit personally and professionally. The third is to establish a strong foundation. No one is going to headline EDC in 90 days, but we can build the systems, audience, and momentum that creates long-term success. If we’re both confident after those three months, we move into a year-long partnership and continue building from there.” 

Because Jon serves as both agent and manager, a big part of his job is keeping artists accountable. Creative people naturally have a lot of ideas and emotions, which is what allows them to make incredible art, but it can also make it easy to lose focus. Jon checks in regularly to make sure they’re staying on track, understand what’s getting in their way if they aren’t, and help them find solutions rather than simply expecting results. More than anything, he believes relationships matter.

“I’m friends with the artists I represent because I genuinely care about them as people,” Jon says. “You’ll often hear there’s no room for friendship in this industry, but I don’t believe that. I believe you can build successful professional relationships while still leading with honesty, trust, and respect. I think that honestly helped build trust from the very beginning, and it’s something I intend to carry forward as the Lockridge Agency continues to grow.”

Raising the Standard for Talent Representation

While The Lockridge Agency’s process begins with the individual artist, Jon believes the larger entertainment industry is also evolving, and talent agencies must evolve with it. He claims one of the biggest challenges facing the industry is that many talent agencies are still operating with the mindset of the ‘90s and early 2000s. Back then, success was built around exclusive relationships and gaining access to the right rooms. While those relationships still matter, today’s industry is driven just as much by branding, online presence, and genuine audience connection. 

“Artists need to be open to building recognizable brands,” Jon explains. “I’ve especially noticed this in some areas of the modeling industry in Dallas, where certain circles can feel very closed off. My philosophy is different. Rather than trying to force our way into those spaces, I’d rather build artists into such strong brands that they become impossible to ignore.”

Jon wants artists to build meaningful communities long before they step onto the biggest stages. That means developing an engaged fan base, not just collecting followers or views, but building a community of people who genuinely connect with the artist. “I think authenticity is becoming more valuable than ever, especially as AI continues to change how people consume content,” he says. “Audiences are craving real people and real stories.”

Instead of only showing polished performances or career highlights, Jon wants artists to share the entire journey. Show how a track evolves from its rough first draft into the finished record. Show the small gigs where only a handful of people showed up. Share the moments when a mix goes wrong, or a performance doesn’t go as planned. Those experiences make artists relatable. 

For someone just starting, seeing those struggles can be incredibly encouraging. When an aspiring producer hears a song they admire, it’s easy to assume it came together effortlessly. When they see the early versions, the mistakes, and the work that went into it, they realize growth is part of the process. The same is true for live performances. Maybe you spent weeks preparing for a show and only two people came. That doesn’t mean you failed. It means you’re building experience. Every successful artist has gone through moments like that.

“When artists are willing to be vulnerable and show the reality behind the success, people connect with them on a much deeper level,” Jon explains. “I believe that’s where the industry is headed over the next several years. As AI makes it harder to distinguish what’s real, genuine human connection may become one of an artist’s greatest competitive advantages.”

Beyond building stronger brands, that openness also has the power to inspire others. Imagine being the aspiring artist who feels discouraged, only to discover that the producer you admire struggled with the same doubts, played the same empty rooms, and kept going anyway. That’s the kind of impact Jon wants his artists to have.  “Success is about showing others what’s possible through consistency, honesty, and the willingness to keep showing up, no matter how small the audience may be,” Jon says.

If there’s one piece of advice Jon would leave an artist with, it’s this: remember that it was never just about you. When you build your career around serving other people, your perspective changes. 

“Music has saved my life, and it’s saved the lives of millions of others,” Jon says. “As an artist, it’s easy to get caught up in your own doubts or wonder whether you’re good enough, but it’s important that the music you create has the power to reach someone who needs it. We’ve all experienced those moments at a festival or concert when a song says exactly what we needed to hear. Those moments stay with us because music can comfort, inspire, and bring people together. So when you’re discouraged or questioning whether to keep going, remember that your work may mean far more to someone else than you realize. It's about the people your art has the potential to help. That’s the mindset I carry with me every day.”

Streams, sold-out shows, and social metrics can often measure the music industry. The Lockridge Agency is betting that the strongest careers are built on something harder to quantify: purpose, authenticity, and relationships. If everyone succeeds, the agency will be remembered for helping build careers that last. 

Artists, creators, and industry professionals interested in learning more about The Lockridge Agency or its roster can connect with the agency through its official channels to explore representation opportunities and upcoming projects.