Alpha Female [2005] has grown into it's unique niche in the Music Industry. An independent Booking & PR Agency that co-ordinates press, radio, and retail promotions with live shows. A multi-disciplined approach to establishing an Artist in today's touring environment. Streamlining the outreach efforts by providing one central base. An evolution based on adaptation to an ever changing industry. Plain and simple, Survival of the Fittest. Alpha Female has developed it's own unique perspective and work process over the course of 10+ years. We believe that the music industry, and the touring industry in particular, has become so highly competitive and sophisticated, any Artist that intends to build a career in large part via their live performances needs to be prepared for and willing to engage in BOTH "Quality" and "Quantity" touring.

To be uncharacteristically concise, Alpha Female is Julianne Andersen. Having been drawn to the compelling, unique output and the reckless, chaotic environment of Seattle's music Scene in her ill-spent youth, JA took it upon herself to make a place in the "Music Business". Having long since decided upon a writing career, and having inherited the excellent sales genes from her D.A.R. Mother, and the ferocious warrior genes from her Marine Corps Father, it all made perfect sense to take this "Winning" combination to Blake Wright's start up indie record label, empty Records, towards creating a Press and Publicity Dept. for his small and respected label. Blake Wright quickly came to the conclusion that the best method for promoting his releases was to dispatch the bands on tour, and by collective consent, it was decided that Julianne would book them. "How Hard Could it Be" style. Armed with a telephone and a list of Record Stores across America, Julianne commenced to find places that let bands play, then book the bands in there. It was quickly established that there was basically so few people offering a similar service, AKA the Independent Booking Agency, that the booking projects took on a life of their own.

As a result of a rapidly growing interest in the Booking component of eMpTy Records and the strain on Blake's very few resources (and limited patience, and square footage), it was quickly established that the booking had to move out and on. Thus, MT Booking was born. The start up agency roster featured "Gas Huffer", "The Meices", and "The Supersuckers". A good time was had by all! Over the course of the years, the roster expanded, Julianne learned the tricks of the trade, and the Music Industry itself split wide open for Punk Bands to establish themselves as a viable commodity and legitimate musical entity. Touring was determined to be an invaluable part of the process, and reputable Independent Agents quickly became indispensable and highly sought after.

After 5 years of honing the craft and establishing it's own Identity, Julianne felt it way past time to actually take a name for the company that reflected it's independence. Plus Blake Wright (eMpTy Records) had come under attack by a former associate and was being sued for his company name. It was decided that the smartest course of action for everyone to distance themselves from any company name associated with the original label.

As touring had absolutely become an intrinsic part of an Artist building a career, and as the internet spread like wildfire, the stakes were again heightened as touring became quite simply anybody's game. As the clubs and the system became everyone's domain, touring became both highly competitive and extremely saturated. Over the years, Alpha Female had already become known more as a "Full Service" agency, having extended itself to handling press and radio requests in conjunction with tour dates in the absence of competent publicity contacts or, ANY publicity contact for that matter. Julianne's experience with under resourced publicity situations served her roster well, and it was decided she needed to formalize the process. As a combination of the evolving nature of touring, the motivation to improve the quality and garner greater results from touring endeavours, The Tempest Project Experiment was born with the addition of Hayley Tapp, a Music Retail veteran that brought the mechanics and knowledge of retail into the mix. "Integrated Tour Marketing" was the name, "Touring Smarter" was the game.