The music industry is still largely dependent on live performances by artists for the product sales that finance the industry. Concert venues are the outlet for these live performances, and ensuring a good turnout for the performance is the job of the concert promoter. The diverse nature of popular music makes this job a challenging endeavour that requires creativity and persistence to be successful.
General job description
There are basic duties that any concert promoter will be required to handle. One of the primary duties is liaising with artists and venues to schedule a performance date. This is known as booking, and putting on a show is impossible until this step is completed. The entire process of arranging for an artist to appear at a venue entails many other duties, but booking the act is the most important job a concert promoter will undertake.
There are many different aspects to promoting a performance, and the concert promoter who is most creative and open-minded will have the best results. This may include arranging for media announcements of the upcoming show by communicating with local radio stations and newspapers. It may also include working with the venue to maximise its advertising capabilities. Posting concert announcements on posters, notice boards and Internet blog sites is another way to promote an upcoming show.
The concert promoter will be involved in as many aspects of the pre-concert arrangements as possible to ensure a successful show. This may include arranging for ticket and programme printing, hiring security staff, setting up merchandise and ticket counters and personally monitoring or running ticket sales at the door. The concert promoter is often responsible for accommodation for the artists, their transportation to and from the venue and their travel arrangements after the show.
At the show
The start of the performance is not the end of the job for a concert promoter. In fact, this is one of his busiest times. One part of the job description for a concert promoter is ensuring that the show goes off without a hitch, which can mean dealing with artists, stage crew and venue staff to monitor the progress of the event. A positive and successful outcome will ensure that everyone involved in the show, from the booking office staff to the artist, will want to hire the services of the same concert promoter because he has proven that he is up to the task.
Training and salary
The necessary background for a concert promoter is slightly undefined due to the multi-faceted nature of the job. However, any experience in the area of staging a live performance is helpful. This includes ticket sales, booking agent, site security, media experience, an artist and repertoire position in the record business or travel agent and hotel concierge experience. Additionally, any experience in product promotion, such as an account representative, is relevant. The salary range is also undefined. Realistically, the salary expectations will depend on factors such as the scope of the concert promoter's region, the level of the venues and artists represented and the terms of the contracts.