Since the launch of Ingeny Music two years ago its A and R director Damian Knowles, from Hemel Hempstead, has made a few trips down the red carpet.
Abena Bailey met with him in his studio to find out what happens on the other side of the velvet rope.
Tinie Tempah was performing on stage at the 2011 Brit Awards and the atmosphere inside the O2 Arena, where it was held, was simply electric.
Pumped up with excitement Damian, who was sitting at a table five rows from the stage couldn't help but send a few Tweets to Tinie's producer Richie Montana, who was sat with an entourage at a front table.
Tinie's performance is just smashing it! The light show is awesome, he tapped out on his iPhone .
Richie replied, 'Thanks bro we drunk and about to get messy'.
“The Brits was immense,” Damian, 29, told me.
He described beingtotally surrounded by big name musicians - some who he had admired since he was a teenager.
“I was sitting there like a little girl, you know shaking and enjoying every moment. It was the same at The Savoy where we went for the Universal Records after show party.”
The glitzy event at one of the West End's most iconically glamorous hotels was the hottest ticket in town.
Cheryl Cole, Katherine Jenkins, Jessie J, Fearne Cotton, James Corden, Paloma Faith, Robbie Williams, Pixie Lott and a host more stars, were all in attendance at the party hosted by Take That.
Outside a throng of paparazzi photographers and fans looked on.
Estranged husband of model Katie Price, Alex Reid ended up in the papers in the following days because he couldn't use his status to get in past security and was papped while being refused entry.
The Brits award ceremony, shortlist announcement party, and the many after parties are either strictly invitation-only or extremely hard for even the most renowned mover and shaker to gain entry.
As a member of the voting academy, which is made up of 1,000 panellists who choose the musical acts to be shortlisted for the Brit Awards, Damian was definitely in.
For each category he chose five acts from a selection of 30. Among his choices were Eminem and Tinie Tempah.
Damian's company Ingeny Music Ltd, which is a family business he runs with parents John and Frankie and two silent partners, represents artists working in showbiz.
One is international vocalist and musical arranger Tee Green, who has written a number one track for N Sync as well as coached and worked with the likes of Kylie Minogue and Alexander O'Neal.
Also on the artist roster is East 17's Terry Coldwell, musician and director John Knowles, who last year presented Smugglers The Musical at The Elgiva theatre, in Chesham.
Dorian Graze, a band from Hemel Hempstead , which released its debut single The Destination on iTunes, in January, and singer and dancer Nikita.
Ingeny also represents television presenters Nick Knowles, who presents DIY SOS and Real Rescues on the BBC, and Chantelle Munt, who has presented Smart Live Casino and appeared on The Only Way is Essex.
Damian's name was on the guest list of both the awards and after party: “Even though it was a music event there was a stationery theme running through the interior. There were oversized pencils and thigns and even palms trees.”
The free bar was in full swing and cocktails inspired by the Union Jack colours of the new look Brit Award trophy, which was designed by Vivian Westwood, were being served.
“Even the food was surreal,” revealed Damien. “Very British I suppose. It was tea party food. Exquisite miniature cakes, sandwiches and tea were being offered to guests.
“I I told one of the members of Mumford & Sons they will soon be in for a challenge when Dorin Graze hits the scene big time, I had a chat with James Corden, Will Young and Dermot O'Leary.”
These parties are just as much a time for networking as they are for celebrating and Damien knows this all too well.
As a professional, who in his eyes, is in the lower echelons of the industry, he has to push the buzz he gets from meeting stars and seeing live performances, to the back of his mind.
“It's not like I can approach anyone and ask for a photo with them. The moment I do that, I become a member of the public in their eyes and not a businessman. They just wouldn't look at me on their level,” he explained.
“Last year I spoke to Noel Gallagher at the Brit Awards after show party and I really wanted to ask him to endorse something for me but I couldn't, it would have put me beneath him. This is the stuff I play with all the time. I'm in a chicken and egg situation. You have to grow things yourself to make people want to come on board, but you need people on board to grow things.”
The reality of the showbiz party for an A&R director of a growing management company is it's all about making contacts, getting exposure both to the industry players and for your clients in the papers if the event is being photographed.
Take the OK Magazine party Damien attended: “It's a big pap night. I tell you seeing life in lights like that shuts you up for a moment to take it all in.”
For the onlooker all is not as it seems. Not everyone who attends the party is allowed to walk up the red carpet. On occasions it is reserved for celebrities only, so their accompanying friends and family will be asked to go in through a different entrance.
Many of the stars, who turned up for the Brit Awards were at The O2 for most of the day sound checking. They had a sit down dinner inside and then traipsed outside to walk back in again up the red carpet for the cameras.
Damien said: “I was at the Brit Nomination party last year at Indigo and I notice how the stars were brought in and then had to walk around the back of the photographers to get to the sponsor's board to be photographed in front of.
All the camera men and journalists, who were kept behind a rope, clamoured for pictures and quotes but if they had just turned around they could have got closer.”
The exclusivity and unattainably builds a hysteria that helps to creates many products that the public want to buy into.
Celebrity magazines, fashion labels, brands and musicians use these as a tool to encourage people to buy their products.
Brands rush in to give stars their products to use or wear in front of the cameras, who then sell pictures to the magazines, who then sell the the culture to the public, who then buy the magazine and the products.
A seat at a table of The Brit Awards will cost a guest from £750 to £840 and tickets for a whole table costs about £10,000.
The levels go from VIP, to VVIP, to platinum VIP.
“So you see, it's red carpet but its not red carpet for me,” explained Damien.
“We are not red carpet until we have got to the stage when one of our artists is up for an award – then it will feel like it should.
“I want to walk up the red carpet with one of the artists I'm representing. That's my aim for next year.”
