The Role of a Concert Promoter
Concert promoter produces and presents live music events. They are in charge of booking artists, securing venues, setting ticket prices, and marketing the shows.
Numbers are an essential aspect of live events. Concert promoters determine the right budget to spend on a concert, tour, or festival to maximize its returns. Once they set the budget, they have to book an artist who is believed to be profitable. Then, they pick a venue (usually one of their own) and negotiate the contracts and fees with the talent.
Next is creating a marketing plan and executing its strategy on a per-show basis. Each show they promote has a customized marketing plan to help maximize its ticket sells. Such a strategy usually consists of partnering with local radio stations, schools, and businesses to help market a show. They will send out “street teams” to hand out and put up flyers outside other high traffic events. As a promoter, the ultimate goal is to SELL OUT!
Promoters are also in charge of on-site production operations. When it comes to production, promoters will work with concert/event producers – either in-house or third party – to arrange travel, transportation, and lodging for the artist and the crew. The promoter is in charge of coordinating all the aspects that make a show go live by executing a day-of-show plan.
Who are the leading concert promoters?
The two industry leaders are Live Nation Entertainment and AEG (AEG Presents, Concerts West, and Goldenvoice). Both of these companies are highly profitable because they have expanded their global footprint by acquiring numerous venues, producing many music festivals, and generating different streams of revenue over the past years.
The landscape of the overall music industry is evolving on a large scale. Album sales are decreasing due to the emergence of streaming services. Hence, artists are encouraged to go on tour and perform at as many events as possible to enhance their streams of revenue. This is where a concert promoter comes in hand!
Almost every concert you have been to was probably a Live Nation or AEG owned venue. Together they take over the market and either own or manage several venues where they plan, book, produce, and promote their shows.
Check out the list of the Top 25 Concert Promoters according to Billboard below!
Concert Promoter Lifestyle
If you love live events such as concerts and music festivals, then concert promotion is for you! This is a job that takes up more than a typical “9 to 5” corporate job. Aside from your “office” duties, you will have to attend shows at night and on the weekends. Thus, live events must be something you are truly passionate about and devoted to!
Concert promoter’s life consists of MUSIC – staying up to date with emerging artists, networking with other music business professionals, and attending lots and lots of shows. This job definitely comes with its “social” perks!
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