A concert promoter will be responsible for organising concerts – there is a huge range. They may be classical music, rock bands, Goth, boy bands or whatever. Some concert promoters will work with a particular group. For example, some may be affiliated to a particular orchestra and promote them wherever they go. Whilst other concert promoters will work at a particular venue, promoting whatever concert comes there. Others will work as freelancers when required.
Concerts, like other events, can be small or large. The concert promoter may be responsible for booking the act. For example, an orchestra may decide to go on a world tour, so they may contact venues throughout the world and liaise to ensure a suitable list of venues. For example, it would be no good organising a concert in Sydney, Australia on Monday, then London, UK on Tuesday. It would be better to organise all UK concerts in a row, then all European concerts and so on. This may sound obvious, but it is important to allow time for the artist to travel and relax between travelling and so on. If too many events are scheduled artists can become worn out, and tours cancelled as we do sometimes see in the media. So the planning of the tour is essential.
When dates are planned, then the concert must be promoted through advertising, social media, mail-outs, flyers and so on. If a concert is taking place at a particular venue, the venue may have a mail out/email-out list that can be used to advise people of upcoming concerts. It is then about continuously promoting the tour. Some tours will be a sell-out straight away with people waiting anxiously online to get tickets, or in queues outside the venue. Not all concert organisers will be that lucky and they may have to make more effort to sell tickets to their concert.
How to Become a Concert Promoter
Some people start out by getting involved with performance arts (eg. music, theatre); while others start by getting involved in managing events.
Your early involvement may come by doing a course (eg. in Event Management), or by being a performer (eg. in a band or amateur theatre group).
Irrespective of how you start; you should be aware that a good concert promoter needs to develop knowledge, skills and experience in event management and marketing as well as the performance arts.
Being able to stage a good performance is not going to guarantee success, if you are unable to organise and manage the business, and market the show well enough to sell tickets and make a profit.
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