Schools Training

Behind the Scenes of a Concert Promoter

21 MAY 2013
Career Path : Arts and Entertainment

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It is easy to imagine the appeal of feeling responsible for making an amazing party happen – being on the guest list and socializing with fascinating people. The responsibility of promoting a music event often requires highly-unconventional working hours, meaning you must be highly motivated and the type of person that enjoys seeing a plan come to fruition. If you want to become an event planner, it takes all sorts of social, organization and research skills, to develop and implement a coordinated plan of action.


Budgeting and Setting the Stage

Unless you are just planning on throwing a small party for friends, most promoters will need to acquire the necessary funds to make the show as successful as possible. If you can’t invest the money yourself, you could try seeking other partners to share in the expenses in return for their cut of the profits. Start out small, organizing house parties or working with familiar venues. Planning should begin as early as possible, beginning with a starting budget that has room built in for unexpected last minute costs. Of course, the entertainment is what it’s all about, so negotiate a fair deal with the headliner and supporting acts, find a date that works for the artists and for the venue. Make sure the venue is appropriate for the type of music and potential audience size. Band negotiations can become more complicated for out-of-town acts but be clear whether accommodation or a “rider” of food and drink will be provided.


Promotion Begins!

Once the venue’s been rented and the bands are confirmed, it is time for the real promotion to begin. Flyers and posters are the traditional model, with an appealing design that will catch the eye of people passing by. Social media is a must in today’s environment so be sure to create the event early with reminders as the date approaches, without being overly spammy. You may offer ticket discounts for early bird purchasers and decide if you can pre-sell tickets at the venue or local record store. It is always ideal to get an interview on the radio or pull some publicity stunt prior to the event. Perhaps someone from one of the film schools in Toronto can make a short promotional video for the event.


As your skills improve in coordinating clients, managers and prospective sponsors, you may get involved with securing recording venues for the band to hone their skills and record music. Proper networking then opens up new avenues because those people know other people of interest for your future endeavours. Beyond all the different social skills and the tireless attitude you’ll need to become an event planner, it is most important to keep in mind that who you know will facilitate promising events but what you know will determine how long you survive in the industry once you get there.

Visit Trebas for more information on film schools in Canada.