Gavin O'Reilly, chief executive of The Agency Group (TAG), has led the acquisition of Nashville-based booking agency the Bobby Roberts Company, which represents country music stars Merle Haggard and Bobby Bare.

The Bobby Roberts Company was founded three decades ago and it represents 30 established and emerging country stars. It employs 10 people and its acquisition is part of Mr O’Reilly’s strategy to expand TAG into new genres and geographies. It already has 90 agents booking a roster of over 2,000 music artists.

TAG books nearly 50,000 shows annually in over 60 countries. Among its high-profile clients are Muse, Deep Purple and Guns ‘n’ Roses.

In an interview with Billboard magazine, Mr O'Reilly said he believed his business was a good fit with the Bobby Roberts Company as "we're not an overly corporate entity, [and] we're very entrepreneurial".

"This seemed to be a very good fit, and it gives Bobby's clients greater exposure internationally, which is one of our great strengths, that we can provide a truly global platform," he added. Mr Roberts said the deal was "a no-brainer for me".

Mr O'Reilly said the most important thing he brought from his time as chief executive of Independent News & Media to his new role in the music industry was: "Listening."

“Both businesses require that you use the gifts that God gave you – two ears and one mouth – in the proper proportion,” he said. “Both are creative industries. Both are built on the talent you have. Both respond to what the customers ultimately want – and neither is short on opinions!”