 In 1964, Barsalona founded Premier Talent Agency (sold to William Morris Agency in 2002) which was the first booking agency to focus on rock performers.At Premier, Barsalona encouraged young, enthusiastic promoters around the country to present emerging artists at their local venues which created the foundation of the modern-day concert touring business.The promoters Barsalona mentored and worked with became some of the most powerful promoters in the industry, and still are today.