For those of you who don’t know either of these companies, that’s ok. Because unlike most of the music we share, we don’t expect you to now go out and find out who they are. But what we can tell you is that they’re both a pretty big deal, considering this deal would make Paradigm agency arguably the biggest EDM player in North America and one of the largest in the world.

Before diving into the details, some background about each company would help. Paradigm’s first incarnation was formed back in 1992-1993 which expanded from partnerships and ventures of CEO Sam Gore’s original agency, SGA Representation, Inc. back in 1986. Throughout the rest of the 1990s and 2000s, the company continued to acquire various companies within the entertainment industry. They expanded their reach into areas like literature and television.

Their most significant deal to date—on the music side—came during 2012 in a joint venture deal with AM Only. This was Paradigm’s first major sign of push towards the electronic music space. Then in 2014, Paradigm acquired 50% of Coda Agency in the UK. Coda was Paradigm’s in to England, then by default Europe, and the majority of the world.

The Windish Agency began back in 2004 after Tom Windish—then booking shows over at Billions Agency, also headquartered in Chicago—decided to begin his own booking agency out of his apartment. After 10 years, his company grew to one of the most well known booking agencies in the music world.

Evidenced by the fact that they won Pollstar’s booking agency of the year award three of the past four years, and representing acts such as Diplo, Dillon Francis, Justice, Aphex Twin, Caribou, Jamie XX, A-Trak, ODESZA, Major Lazer, Lorde, Hot Chip, Bonobo, Flume, Flosstradamus, and the list goes on.

For Paradigm, a deal with The Windish Agency makes perfect sense. Considering Coda’s roster is eerily similar to a lot of the names on the Windish Lineup, they would have a lock on the worldwide booking of a TON of artists. Also, if they’re looking to get more into the electronic sphere, a fun fact for everyone: The Windish Agency books more electronic artists than AM Only—a soon-to-be partner, and strictly electronic music booking agency.

Just as SFX was put under a microscope a few years back for bursting into the talent buying end of the business (SFX has invested over $1 billion dollars in companies that work in electronic music, and have since gone public on the New York Stock Exchange), we can only wait and see if the same thing will happen to Paradigm, Coda, and AM Only on the talent-selling side.

No word yet on how this will affect our live concert experience, or if it will at all. But even if we don’t feel the effects, it will be interesting to see how the industry itself reacts. Touring and live events have quickly become one of the largest revenue streams in music. With the decline of record sales, rise of streaming, and the growth of the Internet have all contributed to the growth of the live music economy.