Introducing our Marketing Team: Meet our Head of Artist Development Daniela Forbes

Introducing our Marketing Team: Meet our Head of Artist Development Daniela Forbes


At Scarlett Entertainment, we’re celebrating our 10th year anniversary in 2019. In its 10 years of existence, the agency has grown to employ a staff of over 60. Daniela Forbes has been part of our ever-growing team for more than half of the agency’s life. 

A crucial member of the team, she has been part of both the sales team and our in-house production department. Her work as an Account Manager and Head of Productions as well as her background as a dancer and choreographer have shaped her great attention to detail and allowed her to get first-hand knowledge of the entertainment industry. 

Aware of what the differences between what’s good and what’s exceptional are, Daniela’s new role as a Head of Artist Development represents a new and exciting challenge for her. This is what she has to say on the matter.


Tell us about your experience so far at Scarlett Entertainment, what have been your highlights? 

I have worked at Scarlett for over 6 years and there have been a LOT of highlights, some of the high points include: 

  • Winning the Best Entertainment award at the Dubai Event Awards for an event where I booked a Vertical Fashion Show on he face of the Burj Khalifa
  • Supplying a large selection of ‘Apres Ski’, neon and festive themed entertainment to Red Bull for their Christmas party
  • Producing fully bespoke shows for ticketed events in the Middle East with audiences of over 2,000 people per show. We utilised our In House Production (IHP) team to create brand new family shows, including new scripts, music, costume design and props.

How do you think your previous experience will help you in your new role?

My experience is a mixture of sales and production with the IHP department (also prior to being at Scarlett Entertainment I was a performer and choreographer). 

The sales role supports my ability to understand what it is that the client wants. Our ’shop window’, our website, needs to reflect our high company standards and needs to be clear. A client needs to know at a glance what it is we are selling and should be it apparent why it is suitable for their event, meaning that promotional material and text is clear and concise and of our high standard of quality.

My experience in production will be invaluable when seeking new acts and understanding the act’s requirements from a production and technical point of view. It will also support me when devising new and exciting act concepts from a creative point of view.



Introducing our Marketing Team: Meet our Head of Artist Development Daniela Forbes

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Can you briefly explain your new responsibilities? 

In order to provide our clients with the best entertainment options available in the market, I will be overseeing the agency’s roster and ensuring our acts meet our quality standards so they can be featured on our website.

I will also be communicating with our artists to ensure their promotional material properly communicate what they offer and showcases their exceptional talent. All in all, my mission is to ensure our website is the place to go for anyone looking for the best quality entertainment in the world and that anyone can quickly find what they’re looking for. 


What are you looking forward to most in your new role? 

  • Achieving a website that showcases the world’s best quality talent. We do not just want to be the biggest global entertainment agency, we want to be the best! 
  • Developing artist relationships
  • Getting creative… devising unique, never been seen before acts to sell to our clients worldwide!

What are the challenges of this new role?

The magnitude… with over 14,000 acts on our roster the task is big and getting bigger by the day! 


Introducing our Marketing Team: Meet our Head of Artist Development Daniela Forbes

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What's hot in entertainment right now?

Wind Tunnels - Everyone wants one at their event! Also extraordinary gastronomy - Mist Orbs, 3D Chocolate Printers, Candy Selfies… you name it!


What would be your dream addition to the roster?



Top tip for up and coming acts looking to join the roster?

Ensure that your promotional material really sells your act. This includes clear high-quality images, good quality videos and a performance description that really sells you. Every act is unique, we need to know your unique selling point!

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