What is a Music Promoter?

How can a music promoter help an artist in the music industry?

What is a music promoter? The main job of a music promoter is to publicise and promote upcoming local or national live events and concerts. Promoters are in charge of “putting on” the show.

They work with the artists, and clubs or gig venues to arrange events. Music promoters are then responsible in making sure the word gets out and the gig is advertised in a way to bring in as many people as possible, which in turn, will bring in profits if successful.

Promoters will always look for acts they consider are not only talented but that will work hard to promote the event.

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What do music promoters do?

  • Book a venue for that agreed upon date.
  • Liaise with artists or agents to agree on a date for a performance.
  • Negotiate a deal with the artist for the gig – what fee or ticket split will be paid?
  • Promote the upcoming gig this can be to the local press and radio, put up posters, social media, hand out flyers and email their mailing list.
  • Make sure everything the act needs is in place – stage equipment, accommodation, rider, etc.
  • Set up sound check times and the running order of the show.
  • Organise the running of the event, selling tickets and making sure everything is running to plan and everyone is happy.

Why should artists work with promoters?

Building good relationships with your local music promoters is really important and ultimately very beneficial. They are a sure-fire way to get gigs, and if successful paid gigs too!

Having a good relationship with a promoter will also mean they are likely to think about booking you when arranging other events. This will help build your fan base, but it can also take the pressure off of having to find gigs yourself.

But of course the promoter will rely on you to promote and bring in a fan base as if you don’t do this it is very unlikely you will get booked again.

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Do artists have to pay music promoters?

Music promoters usually will agree with the following with acts:

  • Negotiate a fixed fee for the show with the artists prior to the event and then take all the profits from the ticket sales.
  • This is often a more certain way of getting a substantial payment for a gig. However this is mainly for established acts, they know will have a fan base that will attend if they advertise to them.
  • Or they will do a door or ticket split deal with the artists performing on the night. A “door split” agreement is where the promoter will split the proceeds from the gig on a percentage basis, after the promoter has recouped their costs.
  • Or a ticket split is whereby the agreement is a split on tickets. This maybe after a certain sale point of say 10 or 20. This is ensures the promoter is confident you will promote the gig or risk not receiving any money.
  • For high profile support gigs the promoter may ask you to pay for a minimum amount of tickets to sell. This is worth considering if two things are in place; firstly you can sell the minimum amount of tickets and beyond and secondly whether as an act this will be great exposure and press for you.

However every opportunity to perform is worth doing to get your name out there and build your fan base. So whether you get paid or not should not matter, it’s getting the gigs and performing as much as you can which should be the main importance.



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