A Day in the Life of a Concert Promoter
Career Path : Event Planning
Becoming a concert promoter is a lucrative and rewarding career, but before you order business cards, see whether a typical day as a concert promoter feels right to you.
8 a.m.: Show you the money. You’ll need money to launch your career as a concert promoter, so unless you’re a trust fund baby, figure out where to get it. Come up with a solid business plan and use it to impress anyone in a position to underwrite your career–angels, venture capitalists and don’t forget the family. If they don’t believe in you, who will?
10 a.m.: Attend to business. The business plan you created to impress financiers should never be stuck in a drawer and ignored. Make it a habit to review your plan daily so you get into the habit of crossing off objectives as you accomplish them, re-think goals that once sounded good but now make no sense and jot down new ideas that come along as you learn the ropes.
Noon: Feed a Promising Musician. You’ll be competing with other concert promoters to attract the best touring groups, artists and local acts, so do yourself a favor and make it a habit to mentor young performers who show great promise. Feed lunch to a promising newbie and guess who she’ll turn to for advice, networking and wisdom when her reputation starts to blossom?
2 p.m. Update spreadsheets. If you don’t keep a tight leash on your bookings, you risk sending a band booked for Winnipeg to Montreal. Use a spreadsheet to juggle everything on your calendar and tie up loose ends connected to all of the productions you have in works. While accessing your spreadsheets, keep daily tabs on your budget; post expenses and receipts as they occur so nothing gets lost.
4 p.m. Meet with creatives. You do have a freelance marketer or creative soul on speed dial, right? From press releases to artist biographies and from market research tracking chart toppers to what’s trending internationally, you can’t afford to fall behind if you hope to succeed and flourish as a concert promoter, so put at least one creative on your team.
5 p.m. Drinks with your attorney. Hire legal representation you love, because paperwork, contracts, ticket sales, insurance coverage, general promotional costs and allocation of advertising money is tough. Many facets of concert promotion have legal ramifications, so be fastidious about documenting everything before having your attorney vet it.
6 p.m. Oversee stage setup. You already know that the sheer range of personnel required to run a concert–stage managers, sound technicians, ushers, roadies, security, lighting riggers and more—is formidable, but to be successful, check everything yourself before the curtain goes up. You probably learned this valuable lesson when you undertook your music business industry training, but it never hurts to mention the importance of oversight again.
8 a.m. Wrap things up. This is the time concert promoters breathe deeply as performers take the stage. While you observe the show from the wings, time to catch up on phone calls, check out the last items on your daily list and perhaps remind your family that you exist!
Visit Trebas Institute for more information on music business industry training.