At age 2, Troy Aubrey latched onto the handle of his parents’ stereo system and shook any air that passed through his airways. By the time he was in high school he was booking shows at local facilities in East Cobb. Aubrey believed his love for music was ingrained in him, and he was determined to do something with his passion.
Today, as the creator and owner of Aubrey Entertainment, Aubrey works daily with a wide range of artists and venues to bring music to the community of Athens.
From booking hip-hop artists to country music singers, Aubrey refuses to limit himself or Athens to just one type of musical genre.
I really want to be with open arms to different genres of music, new traditional places and also create things in alternative places that might not be known as a music place, Aubrey said.
The beginnings of Aubrey Entertainment
Aubrey Entertainment was formed in September 2019, but Aubreys has been involved in the booking, management and promotion of the entertainment aspect of Athens since 1988, when he arrived at the University of Georgia.
One of those jobs included 10 years of work as president of the entertainment division at Foundry Entertainment. However, Aubrey said he no longer wanted to limit himself to booking for one place.
I needed to branch out, to open my eyes to other stages, Aubrey said. I came to the conclusion that I was going to try to help promote things of all different kinds by working with eclectic rooms, from small to rooms the size of a classic center.
From then on, in an effort to match artists to complementary venues, Aubrey Entertainment was prepared to navigate smoothly until the COVID-19 pandemic shuts down the business for several months. This brought the company to a standstill, but did nothing to deter Aubrey’s future plans.
[The pandemic] was very difficult, but it also reset my mind and my outlook to help me clarify what to do in the future. I’ve had a lot of time to think about it, Aubrey said. I feel like it set me up for success and to really bring some great entertainment to the city to keep things going.
Work with Aubrey
Aubrey Entertainment was recently able to resume booking through the Southern Brewing Company outside site. Most recently, on July 17, Aubrey booked Todd Cowart, Clay Leverett and Holman Autry Band at the brewery.
I’m still excited now that Troy is constantly booking, to the point that I’m frustrated because if there are three big shows a week and I can’t go to three shows, I have to choose, said the Southern Brewing co-owner Company Brian Roth.
Long before Aubrey Entertainment’s debut, Roth worked at the AthFest Music & Arts Festival with Aubrey for over 20 years, Roth said. Aubrey was the first person Roth spoke to after AthFest was canceled last year due to COVID-19, and soon enough they put on a show to benefit charities associated with the festival.
Jill Helme, Executive Director of AthFest Educates, a nonprofit organization associated with AthFest, also worked with Aubrey, who serves as the Reservation Chair for AthFest.
Troy has a very good understanding of what an event seeks to produce, as well as the musical talent that exists in that region, Helme said. Hes has a great ear for recognizing the talents that are coming to the area.
Roth highlighted Aubrey’s ability to see potential in small groups and how this talent allows him to give platforms to those groups.
It gives the smaller local bands that are just starting out a chance to perform in front of really great crowds and build a bigger base, Roth said.
Aubrey may not be swinging while holding his parents’ stereo anymore, but he now stands in the back of his shows, reveling in the excitement of what he was able to put together.
When there’s a big crowd and they’re singing, One more song, one more song, it makes me feel good to see that, Aubrey said. The crowd and the group feel this energy together and for me it is totally worth it.
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