TFA INSIDER | Vol. 3

• TEA
• IN CONVERSATION
• WITH KATHLEEN REID AND STEFANIE PURIFICATI

How do you see the role of an agent evolving over the next decade?

Kathleen: The role of the agent is always evolving because the touring landscape is constantly changing on an international level. Every year we face new challenges, and we have to keep innovating our strategies to develop our artists' careers. My job is to create plans for my artists and pivot those plans based on market reaction, the economy, and trends - all to set my artists up for success.

What's the most rewarding part of representing and advocating for artists?

Stefanie: Watching bands grow their fan base and hone their craft, the satisfaction of signing an artist when nobody has ever heard of them, and years down the line seeing them sell out venues across the country, will never get old. Seeing my clients win awards like the JUNOS and CCMAs is also incredibly rewarding because it's an industry stamp of approval, validating that all the hard work done by the artist and their team is being recognized by the rest of the industry. Lastly, I've been very fortunate to work with clients who have literally made history with awards and radio play - nothing will beat the pride in that feeling.

What advice would you give to a young woman just starting out as an assistant, coordinator, or junior agent?

Kathleen: Do the work and be a yes person. When you're just starting out, your main objective should be to build your personal story and reputation within the industry. Jump on opportunities early and gain the reputation of someone who can be relied upon - make your work clean and fast-paced. If you want to be an agent, the work you do and the endorsements you earn from the partners you work with are the best ways to build your career. That way, when you have that moment where you're sitting in a room to sign an artist or pitching a band to a promoter, you already have a story and a track record that show why that person should want to work with you.

If you could go back and give advice to your younger self at the start of your career, what would you say?

Stefanie: Stop wasting time on the gatekeepers in this industry, the ones by whom you want to be taken seriously but who will never see the value you bring to the table. No matter how hard you work, how much you show up, or how many hours you put into doing your very best, they will ignore you. Guess what? It has absolutely nothing to do with you. Stop giving them your energy and bandwidth. They will never get to be a chapter in your book and that's their loss.

The people who do show up and take you seriously? Those are the ones who help you write the book. Keep them close. Treasure them, celebrate them, and put all your energy into them, because they are your team.

Both Kathleen and Stefanie were featured in this year's Billboard Canada Women in Music Industry Spotlight, recognized for their leadership and impact within the Canadian music landscape.

Speaking with Billboard Canada, Kathleen shared that her proudest achievement this year was focusing on signings that reflect the diversity and creativity shaping the country's sound - artists like Billianne, Baby Nova, and Alicia Moffet. Over the past year, she's helped orchestrate defining moments in her artists' careers, laying the foundation for them to rise as the next generation of major players in the industry.

Stefanie told Billboard that her proudest accomplishment in 2025 was welcoming a new wave of talent to the TFA roster, including Elisapie, Brandon Wisham, Milk & Bone, Mitch Zorn, AHI, Blue Ridge Band, and Elysia Biro. Reflecting on the year, she described it as one marked by personal growth and said that working with the TFA team has been "intense, rewarding, and most importantly, fun."