Music Promoter Job Description
Music promoters use marketing techniques to advertise a venue, such as a club, stadium, theater or fairground, or an individual performer or musical group, such as a rock band, jazz musician, pop music artist, disc jockey or orchestra. Both performer- and venue-specific music promoters organize, market and help manage live music events. Music promoters might facilitate communication between singers and band members and the media. Sometimes, promoters market current or new recordings and supervise publicity on behalf of a band or venue.
Job Duties of a Music Promoter
Music promoters utilize promotional materials, such as posters, flyers and websites, to provide information to potential fans of specific venues or musicians. Promoters also might employ social networks and new media advertising methods. Other duties could include creating press packages and demo tapes. Music promoters might be called upon to draft marketing plans for a performer, band or venue and to manage the advertising budget.
Other Requirements for Music Promoters
Music promoters are usually expected to keep up on industry trends and understand marketing concepts and strategies, including pricing, distribution and direct marketing. Some recreation establishments cut down on performances during winter months, so facility-based promoters might work more during the summer. Additionally, music promoters might be required to travel extensively, as the band or performer tours from venue to venue. Both kinds of marketers might need to work in noisy and crowded music environments.
Requirements to Become a Music or Band Promoter
Music and band promoters focus their time on helping musicians and bands gain fans and book concerts. The ability to market bands and plan events while turning a profit requires much organization and careful planning. Starting small can help promoters learn the ropes of the industry.
There are no education requirements to become a music or band promoter, but a degree could help aspiring promoters gain the skills and experience they need to succeed. The following table outlines common experience and skills for music and band promoters:
Common RequirementsDegree Level / No degree is required*
Degree Field / Business, marketing or related field*
Experience / Internships can help aspiring promoters gain experience*
Key Skills / Persuasion and negotiation skills, speaking skills, active listening skills, critical thinking, time management, social perceptiveness**
Computer Skills / Electronic mail, social networking**
Step 1: Research the Profession
Only 25% of those who start out as promoters make it in the long run. Music promoters must book venues, print posters, secure advertising, provide refreshments, book an opening act and sometimes even rent speaker systems. They often pay for the costs of these things up front.
Success Tip
Understand the risks. Only about 40% of all promoters make it past the first five years in the business. Bands just starting out on their road to renown will likely have low budgets and low profits. Incurring a loss on a concert or music gig happens often in the beginning stages of band success, and promoters should plan for this inevitable event.
Step 2: Consider Earning a Degree
No specific degree programs exist for promoters because of the fact that no degree program could adequately prepare a promoter for entering the profession. However, earning a degree in a field relevant to the promoting industry could help aspiring promoters learn new skills that will help them in their careers. For example, a degree program in marketing or business could help students learn about effective marketing and business management strategies. Some schools offer a minor in entrepreneurship, which could help an aspiring promoter learn more about running his or her own business.
Success Tip
Participate in an internship/work experience. Participating in an internship through a promotion company or with an individual music or band promoter can help aspiring promoters learn more about the profession while gaining first-hand experience in the industry. Internships can also help individuals form valuable networking connections with bands and venue owners to make starting out on their own easier.
Step 3: Market Yourself
The best way for promoters to prove to bands that they can successfully market them is to adequately market themselves. Being a promoter takes a special kind of personality and presentation. Promoters need to be excellent with organization, possess great style and have the ability to listen to everyone around them. Promoters look forward to interacting with people and must present a smooth and charming exterior to both bands and the people to whom they attempt to market those bands. An understanding of the crowd or audience that would enjoy a specific band or genre to is key for music promoters.
Step 4: Network with Other Professionals
A reliable network is one of the most important things needed to succeed as a music or band promoter. This network includes bands, other promoters, public relations professionals, sales agents, marketing experts and any number of others who have a hand in the entertainment industry. Promoters often have a high interest in working with one another due to the fact that their jobs may overlap. Networking can help promoters attract bands to promote and form close relationships with venues at which to book concerts.