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Table of contents, the complete concert promotion business guide.

• 13 May, 2024

Understanding Concert Promotion Business

To successfully navigate the world of concert promotion, it’s important to gain a comprehensive understanding of the concert promotion business. This section provides an overview of concert promotion and highlights the importance of effective concert promotion strategies.

Overview of Concert Promotion

Concert promotion involves the planning, organization, and execution of live music events. As a concert promoter, your role is to bring together artists, venues, and audiences to create memorable and successful concerts. By curating a lineup of talented artists, securing suitable venues, and promoting the events effectively, you can create a vibrant music scene and provide entertainment opportunities for both artists and fans.

Concert promotion requires a deep understanding of the music industry, including current trends, artist management, and audience preferences. It involves coordinating various aspects such as artist bookings, venue selection, marketing, ticket sales, and event logistics. Successful concert promoters are skilled in building relationships with artists, negotiating contracts, and creating memorable experiences for attendees.

Importance of Concert Promotion

Effective concert promotion is crucial for the success of any live music event. It plays a significant role in attracting audiences, generating ticket sales, and creating buzz around the concert. Here are a few key reasons why concert promotion is important:

Audience Reach : Concert promotion allows you to reach a wider audience and create awareness about upcoming events. Through strategic marketing efforts, you can target music enthusiasts, fans of specific artists, and individuals interested in live music experiences. By reaching the right audience, you increase the chances of ticket sales and event attendance.

Artist Exposure : Concert promotion provides an opportunity for artists to showcase their talent and gain exposure. By organizing well-promoted concerts, you can help artists build their fan base and expand their reach. This benefits both emerging artists looking to establish a presence and established artists aiming to connect with new audiences.

Revenue Generation : Concert promotion is a business, and generating revenue is a crucial aspect. By effectively promoting concerts, you can drive ticket sales and generate income from various sources such as ticket fees, merchandise sales, sponsorships, and concessions. Successful concert promotion strategies can lead to profitable events and long-term financial sustainability.

Community Engagement : Concerts have the power to bring people together and create a sense of community. Concert promotion allows you to curate events that resonate with the local community, fostering a sense of belonging and shared experiences. By organizing concerts that cater to diverse musical tastes, you can create a thriving music scene and contribute to the cultural fabric of a region.

Understanding the basics of concert promotion and recognizing its importance is a solid foundation for aspiring concert promoters. In the following sections, we will delve into the detailed steps involved in starting a concert promotion business, building your brand, managing events, and navigating the financial aspects of the industry.

Steps to Start

Starting a concert promotion business requires careful planning and execution. This section will guide you through the essential steps to get your business off the ground.

Market Research

Before diving into the concert promotion business, conducting thorough market research is essential. This step involves analyzing the concert promotion industry, identifying target markets, and understanding audience preferences and trends. By gaining insights into the market, you can make informed decisions and develop effective strategies to reach your target audience. For more information on market research, refer to our article on concert promotion industry overview .

Business Planning

Creating a comprehensive business plan is crucial for the success of your concert promotion business. A well-crafted business plan outlines your vision, mission, target market, marketing strategies, financial projections, and more. It serves as a roadmap, guiding you through each stage of your business journey. Take the time to research and develop a detailed concert promotion business plan that aligns with your goals and objectives.

Legal Considerations

Understanding the legal aspects of the concert promotion business is vital to ensure compliance and protect your business interests. Some key legal considerations include obtaining necessary licenses and permits, complying with local regulations, and securing appropriate insurance coverage. It is advisable to consult with a legal professional experienced in the music industry to help navigate the legal landscape. Additionally, having a solid grasp of contract law and negotiation skills is crucial when dealing with artists, venues, and other stakeholders.

By thoroughly conducting market research, creating a comprehensive business plan, and addressing legal considerations, you are setting a strong foundation for your concert promotion business. These steps will help you gain a better understanding of the industry, define your business objectives, and ensure compliance with legal requirements. With these fundamental elements in place, you can move forward confidently and lay the groundwork for a successful concert promotion venture.

Building Your Brand

When starting a concert promotion business, building a strong brand is essential for establishing credibility and attracting clients. This section will explore two crucial aspects of brand building: creating a brand identity and implementing effective marketing strategies.

Creating a Brand Identity

To create a strong brand identity for your concert promotion business, you need to define your unique selling proposition (USP) and develop a cohesive visual and verbal identity that resonates with your target audience. Consider the following key elements:

Mission and Values: Clearly articulate your mission and values, which will guide your decision-making and set you apart from competitors. For example, you might focus on promoting diverse and inclusive music events or supporting emerging artists.

Logo and Visual Identity: Design a visually appealing logo that reflects your brand’s personality and values. Choose a color palette and typography that aligns with your brand identity. Consistency in the visual elements across your marketing materials and online presence will help build recognition and trust.

Brand Voice and Messaging: Define your brand’s tone of voice and messaging style. Consider the language, vocabulary, and communication style that will resonate with your target audience. Whether your brand voice is casual, professional, or somewhere in between, aim for consistency in all your communications.

Online Presence: Establish a strong online presence through a professional website and active social media channels. Optimize your online platforms to showcase your brand identity, share event updates, engage with your audience, and build a community around your brand.

Marketing Strategies

Effective marketing strategies are crucial for reaching your target audience and promoting your concert promotion business. Consider the following strategies to enhance your brand visibility and attract clients:

Content Marketing: Create valuable and engaging content related to the music industry, concert promotion tips, and industry trends. Publish blog posts, articles, and videos on your website or partner with relevant publications to showcase your expertise and attract a larger audience.

Social Media Marketing: Utilize social media platforms like Facebook, Instagram, Twitter, and LinkedIn to connect with your target audience. Share behind-the-scenes content, artist spotlights, event announcements, and interact with followers to build a loyal online community.

Email Marketing: Build an email list of music enthusiasts, industry professionals, and potential clients. Send regular newsletters with updates on upcoming events, special offers, and exclusive content. Personalize your emails to make recipients feel valued and foster a strong connection.

Partnerships and Collaborations: Collaborate with local artists, venues, and other music-related businesses to cross-promote events and expand your reach. Building strong relationships within the music industry can lead to valuable partnerships and opportunities for growth.

Remember to monitor the effectiveness of your marketing strategies through analytics and adapt your approach based on audience feedback and market trends. By creating a strong brand identity and implementing effective marketing strategies, you can position your concert promotion business for success in a competitive industry.

Event Management

When it comes to running a successful concert promotion business, effective event management is crucial. This involves various aspects such as booking artists and venues, as well as ticket sales and promotion.

Booking Artists and Venues

Booking the right artists and securing appropriate venues are key components of event management in the concert promotion business. The success of your event largely depends on the talent you bring to the stage and the suitability of the venue for the target audience.

When it comes to booking artists, it’s essential to conduct thorough research and understand the preferences and demands of your target audience. Consider factors such as genre, popularity, and availability. Collaborating with talent agencies, attending industry events, and networking with other professionals can help you establish valuable connections and access a diverse pool of artists.

Securing suitable venues is equally important. Consider factors such as capacity, location, amenities, and acoustics. Research local venues, negotiate contracts, and ensure that the chosen venue aligns with the target audience and the artists you plan to book. Establishing positive relationships with venue owners and operators can lead to long-term partnerships and a reliable network of event spaces.

Ticket Sales and Promotion

Once you have booked artists and secured a venue, the next step is to focus on ticket sales and promotion. Effective marketing strategies and ticketing management are vital for attracting an audience and maximizing event revenue.

To successfully promote your concert, create a comprehensive marketing plan that includes both online and offline strategies. Utilize various channels such as social media, email marketing, press releases, and collaborations with influencers and local media outlets. Leverage the power of digital marketing in the concert promotion industry to reach a wider audience and generate buzz around your event.

In addition to marketing, efficient ticket sales management is crucial. Utilize online ticketing platforms to streamline the ticketing process, provide a user-friendly interface for customers, and capture valuable data for future marketing efforts. Consider offering early bird discounts, group packages, and VIP experiences to incentivize ticket sales and create a sense of exclusivity.

To track ticket sales and measure the success of your promotion efforts, utilize analytics tools provided by ticketing platforms. These insights will help you understand your audience better, identify areas for improvement, and refine your future marketing strategies.

By effectively managing the booking process, securing suitable venues, implementing strategic promotional campaigns, and utilizing efficient ticketing systems, you can ensure smooth event management and drive the success of your concert promotion business.

Financial Aspects

When starting a concert promotion business, understanding the financial aspects is crucial for success. This section focuses on two key areas: budgeting for events and revenue streams.

Budgeting for Events

Budgeting is an essential part of organizing successful concerts. It involves estimating and allocating funds for various expenses related to the event. Creating a comprehensive budget helps ensure that all aspects of the concert are financially viable and sustainable.

To create an effective event budget, consider the following key elements:

Venue Costs : This includes expenses associated with renting the venue, such as the rental fee, security, and any additional services required.

Artist Fees : This comprises the fees and expenses associated with booking the artists or bands. Negotiating fair and competitive contracts is essential to attract top talent while staying within budget.

Production Costs : These costs cover technical equipment, sound engineering, lighting, staging, and any other production-related requirements.

Marketing and Promotion : Allocating funds for marketing and promotion is crucial to attract a larger audience. This includes expenses for advertising, social media campaigns, print materials, and ticketing platforms.

Staffing : Consider the costs associated with hiring event staff, including event managers, security personnel, ushers, and ticketing staff.

Miscellaneous Expenses : Account for miscellaneous expenses like insurance, permits, transportation, and contingency funds for unexpected circumstances.

By carefully estimating and monitoring these expenses, you can create a realistic budget that aligns with your financial goals and ensures a successful event. Regularly reviewing and updating the budget throughout the planning process is essential to maintain financial stability.

Revenue Streams

To sustain your concert promotion business, it’s crucial to identify and maximize your revenue streams. Here are some common revenue sources in the concert promotion industry:

Ticket Sales : The primary source of revenue for concerts is ticket sales. Pricing tickets appropriately based on factors like venue capacity, artist popularity, and market demand is essential for maximizing revenue.

Sponsorship and Partnerships : Partnering with sponsors and securing sponsorships can provide additional revenue streams. Sponsors may offer financial support in exchange for branding opportunities and exposure to the concert audience.

Merchandise Sales : Selling merchandise, such as artist merchandise or concert memorabilia, can generate additional revenue. This can include t-shirts, posters, CDs, and other items related to the event or the performing artists.

Food and Beverage Sales : If allowed by the venue, partnering with vendors to provide food and beverages during the concert can generate revenue through sales commissions or rental fees.

VIP Experiences : Offering premium VIP experiences, such as meet-and-greets, backstage tours, or exclusive seating, can attract higher-paying attendees and increase revenue.

Ancillary Sales : Additional revenue can be generated through ancillary sales, such as parking fees, concessions, and upgrades.

By diversifying your revenue streams, you can reduce reliance on a single source of income, increasing the financial stability of your concert promotion business.

Understanding the financial aspects of concert promotion, including budgeting for events and identifying revenue streams, is essential for building a successful business. By carefully managing your finances and exploring various revenue opportunities, you can ensure the financial viability and growth of your concert promotion endeavors.

Industry Trends

In the ever-evolving world of concert promotion, staying up-to-date with industry trends is essential for success. This section will explore two significant trends that have shaped the concert promotion business: digital marketing and adaptation to market changes.

Digital Marketing in Concert Promotion

Digital marketing has revolutionized the way concerts are promoted and has become an integral part of any successful concert promotion strategy. With the rise of social media platforms, websites, and online advertising, digital marketing offers a plethora of opportunities to reach a wider audience and engage with fans.

Concert promoters now utilize various digital marketing channels to promote their events. Social media platforms like Facebook, Instagram, and Twitter allow promoters to connect directly with fans, share event information, and create buzz leading up to the concert. Email marketing is another effective tool for reaching out to a targeted audience and keeping them updated about upcoming events.

In addition to social media and email marketing, concert promoters can leverage search engine optimization (SEO) techniques to improve the visibility of their event websites and drive organic traffic. By optimizing website content with relevant keywords and creating engaging blog posts, promoters can increase their online presence and attract more potential concert-goers.

Adaptation to Market Changes

The concert promotion industry is dynamic, constantly influenced by changes in technology, consumer preferences, and market conditions. Successful concert promoters understand the importance of adaptation and are quick to respond to these changes.

One key aspect of adaptation is keeping a pulse on the latest music trends and genres. By staying informed about emerging artists and popular music styles, concert promoters can identify new opportunities for booking acts that resonate with their target audience.

Flexibility is also crucial when it comes to venue selection. As market demands shift, promoters need to be adaptable and open to exploring different types of venues that align with audience preferences. This may involve considering non-traditional spaces like parks, rooftops, or warehouses, depending on the concert experience and atmosphere desired.

Furthermore, the ongoing COVID-19 pandemic has significantly impacted the concert promotion industry, leading to the rise of virtual and hybrid events. Promoters have had to adapt to these market changes by embracing live streaming technology and finding innovative ways to engage audiences digitally. This shift has allowed concert promoters to reach a global audience and create unique experiences that blend the virtual and physical realms.

By embracing digital marketing strategies and adapting to market changes, concert promoters can effectively navigate the evolving landscape of the concert promotion business. Staying ahead of trends and being agile in response to market shifts will ensure continued success in this dynamic industry. For more tips and insights on concert promotion, check out our article on concert promotion business tips.

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How To Promote A Concert (15 Ways To Get Fans To Your Music Show)

• Feb 25th 2022

Contents [ Hide Show ]

1. make your show so good, people are scared to miss it, 2. post videos of you performing, 3. post engaging content on social media platforms, 4. promote future live events at your concerts, 5. print and distribute physical flyers & posters, 6. local online gig listings, 7. book a killer support act, 8. update your website tour dates, 9. create a facebook event page, 10. update your tour dates on spotify, 11. email marketing, 12. paid digital advertising, 13. local hashtags, 14. virtual street team, 15. giveaways.

So you're putting on a live show for your band or as an artist.

How do you actually attract people to your concert?

Concert promotion in 2022 is a fusion of digital marketing, face-to-face promotional efforts, networking, and more to encourage people to watch.

Before we look at effective concert promotion strategies, we need to take a step back.

The truth is, too many of you are focused on how to get fans to your shows.

Instead, you should be thinking, "how do we get good enough for people to want to come and watch us?"

And yes, we're talking about more than just friends and family.

We want to build a fanbase that is invested in coming to our live show because it is something special.

This brings us to our first tip...

Let's start with this question. And be honest:

Is your live show good enough?

Like really good enough to deserve an audience of 100, 200, 500, or even thousands?

We need to look at you can improve your live show so it is.

During band rehearsals we should be looking at ways to refine your live show and construct a killer band set list in order to blow minds.

Every detail counts.

• How are you starting the show?
• How are you ending the show?
• What are you saying in between songs?
• Is your stage presence good enough?
• Are the songs linked together?
• Are the tempos working with each other?
• Is there a flow?
• Are you taking people on a journey through your set?
• What are you wearing?
• How do you actually sound?
• Is it tight enough?

Every single detail needs to be a 10/10. Be the best live act in your town or city.

Once you've got to that point, we can start looking at how to promote a concert and the different strategies you can use to bring potential fans to your show.

The power of video.

If you've well and truly ticked the box and put the work in to become an incredible live act, the next step is letting people know.

The best way to really show this off is with video content on social media platforms.

Nothing works better than actually just showing people.

You can take a snippet or live videos of your show and include it in your concert promotion strategy to really show off what you do best.

Yes, you can do flyers, print ads, press releases, and a bunch of other stuff that we'll go through, but your biggest asset here is your actual performance.

Don't let people try to use their imagination of what you will be like on stage. Show them. Get them excited and make them realise this is a show they won't want to miss.

Too many bands and artists try to sell tickets and promote concerts without evening showing off what fans would be buying into.

As part of your music marketing strategy , you should be actively trying to improve your music social media presence every single day.

There is huge power in showing up every single day, and using social media pages effectively is going to be one of your biggest strengths in building awareness for your next concert.

The question is, what do you post?

Sure, you could put up Instagram stories, Instagram posts, and Facebook posts with promotional materials like digital flyers... but how are you going to stand out?

There is too much advice out there that simply says to get fans to come to your concert, an effective strategy is to just post on social media.

What they don't talk about is that your content actually needs to be good, engaging and creative.

When thinking about social media content ideas , you need to think about micro-content. Small hits every single day instead of just a singular promotion effort.

Consumption habits have changed in digital marketing. People consume media in bite-size pieces. Think about short-term video content that you can create and post on social media every day in the build-up to your show.

Don't miss your current concerts as opportunities for further promotion.

Of course, you may need to use digital marketing techniques to promote your present show, but absolutely killing it and telling these new fans about future gigs is one of the most effective ways to target people who are most likely to watch you again.

Carve out a specific place in your set list to promote your social media and tell the audience about any upcoming events you have going on. Especially if it's at the same venue or in the same town!

Concert promoters and venue owners will love you if you can bring fans back again and again, driving ticket sales for them and you alike.

Truth be told, if you want to promote a concert in 2022, a digital marketing plan and online methods like social media marketing are going to be your best bet for success.

Having said that, local promotion with flyers and physical media is not completely dead.

This strategy still remains as long as you are smart with what businesses and locations you distribute this content.

If your town or city has a lot of pedestrian traffic near the venue, you could potentially place flyers here.

Look at local businesses or hang out spots of your ideal audience. Colleges, radio stations, and any other local media that may have your ideal audience members' attention.

This is something that a music manager may be able to help with but remember, these strategies are going to be getting your bands upcoming concert in front of people who have never heard of you before.

You are better served to bring these people into your world and turn them into fans, and then remarketing to them once they are aware of you with your upcoming event.

Most cities and even towns will have some kind of online resource available for avid gig-goers to see what local bands are performing in the near future.

Simply perform a Google search of 'live music concerts near me' or 'live music in [town name]', to see if such a website exists for your location.

Local papers are the physical version of this same instance, but most music lovers aren't reading local newspapers these days.

Check out what local media exists and list your upcoming show on these sites.

Power your concert marketing x2, and then some.

In the music business, it pays to collaborate.

Remember, you are putting on a show. With ticket sales, fans are buying into the entire night, not just you.

This means the other bands and artists that are performing that night as well.

A concert promoter isn't just promoting bands, they are promoting a live gig experience.

It makes sense to work alongside other bands in a similar genre and size to you and combine forces by promoting your event together.

Think about what other bands and singers in your local area your fans would enjoy. Even if they have a smaller following than you, they are likely to want to invite their own fanbase along too, increasing numbers and ticket sales for your show.

If you have a website for your band or artist project, it should be updated with upcoming events so fans know when and where you are playing.

There are lots of reasons for bands and singers to have their own website domain, especially if fans are frequently returning for updates.

Alongside videos and photos of you performing, you should have a description of your upcoming concert along with all the details fans need to know.

This could be in the form of a blog post or an event calendar page.

You might not have a website at all, or updating yours feels too time-consuming.

One of the best ways to quickly and easily invite people to a concert in your town is by creating an event on Facebook.

Facebook events are made for this purpose and are easily digestible and shareable for users.

It gives you the perfect space to post updates about the upcoming show, the door time, what time you are taking the stage, and any other updates that most people would want to know about.

A Facebook event also gives your followers an awesome opportunity to invite their friends to the venue to come and watch you do your thing!

Do you have many followers on Spotify ?

If listeners are frequently visiting your Spotify profile to stream your music, it's essentially free advertising to publish your upcoming tour dates on your Spotify.

Your Spotify For Artists profile gives you loads of features that you can use to your benefit. You can place upcoming gigs directly on your profile page.

Better yet, if you head into your stats page you can see where your listeners are based by country and city. It might be an idea to plan future gigs and tours where your Spotify listeners are most active!

Increasing your Spotify streams and getting on Spotify playlists can increase your profile activity, allowing you to begin promoting your gigs to more and more people around the world.

Promote your event directly to people's inboxes.

Email marketing for musicians is a great strategy if you want to reach a large number of people quickly.

Putting out a press release or publishing content on social media gives you a chance at getting seen, but your email list should be made up of only people who are most invested in you.

It takes a level of commitment to join an email list.

The people who sign up to one want to be notified of things like future releases and new shows.

Email campaigns are a digital marketing method that is often overlooked by musicians, but one worth trying out as part of a larger music concert promotion strategy.

If you have a budget to play with as part of promoting your concert, you should allocate a portion of this budget to Facebook ads, Instagram ads and maybe even Google ads.

Facebook advertising in particular is extremely effective for targeted campaigns to promote concerts.

Most customers who visit your page are unlikely to buy tickets to your gig upon an initial visit.

This is why when you are pursuing paid ads as part of your digital marketing strategy, you need to know about retargeting.

Retargeting gives you a way of reaching audiences again who are slightly more warmed up. You can retarget ads to website visitors, people who have engaged with your content, watched your new music video, and more.

When creating your Facebook ads audience for your concert, you need to tick two boxes.

• They should live within the geographical area that surrounds the venue
• They should have heard of you before

It's a waste of money to run cold ads to people who have never heard of your band before with a link to buy a ticket to your show.

It just isn't going to happen.

What you can do is run ads with your live video or band video to that geographical area, targeting interests.

Then retarget an ad with your concert push to those who watched and engaged with your music video!

When posting on Instagram about your concert, you can use music hashtags smartly in order to gain visibility in a local audience.

• Are you tagging the venue in your posts?
• Are you using location tags in your stories?
• Are you using local hashtags that feature the town or city you are to be playing in?

It's a simple and low-effort step to add to your strategy as you create content for social media.

Have a look at what hashtags other local venues and bands are using on Instagram in order to reach their audience for inspiration.

This one feels super 2008, but a street team used to be a huge thing for bands trying to create a buzz about an upcoming show.

It's a real 'fan club' vibe that offers incentives for specific followers when meeting some kind of requirements.

A street team as a grassroots strategy used to be really common as bands release new music and are looking for ways to get themselves out there.

They would literally take to the street and get the word out about you and your latest release in return for event tickets, merchandise, and meet and greets.

Times have changed, but the concept is still sound.

Draft your most dedicated followers and assign them specific tasks to help your gig promotion, in return for incentives with appreciation.

The only difference is, to do this online instead.

Ask your followers to invite a specific number of friends to your event page, share your upcoming gig on Instagram stories and help you with any of the above strategies if they can.

It creates a real sense of community and can even make concert promotion more fun overall.

If we're talking about building up a buzz around your concert, why not create some kind of giveaway for Facebook, Instagram, or any social media of your choice.

Raffles or giveaways on social media are good ways to encourage your friends to come to your event.

Your followers can like and follow your social media profiles, share events or flyers on their profiles and even give you their e-mail as part of the giveaway process. You can decide what actions they need to take in order to win.

This strategy makes it possible for your followers to handle much of the heavy lifting on social media advertising and create that initial burst of interest.

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10 Tips for Becoming a Successful Concert Promoter

• Published: July 28, 2023
• By: Yellowbrick

Concert promotion is a thrilling and rewarding career, but it’s also one that requires a lot of hard work, dedication, and strategic thinking. Whether you’re just starting out or you’re looking to take your career to the next level, there are certain tips and tricks that can help you succeed in this competitive industry. In this article, we’ll explore 10 tips for becoming a successful concert promoter.

1. Build a Strong Network

One of the most important things you can do as a concert promoter is to build a strong network of contacts in the music industry. This includes agents, managers, artists, and other promoters. Attend industry events, join professional organizations, and make a point to connect with people on social media. The more people you know, the more opportunities you’ll have to book great acts and grow your business.

2. Understand Your Audience

3. stay up-to-date on industry trends.

The music industry is constantly evolving, and as a concert promoter, it’s important to stay up-to-date on the latest trends. This includes everything from emerging artists and genres to new technologies and marketing techniques. Attend industry conferences and workshops, read industry publications, and follow industry leaders on social media to stay in the loop.

4. Develop a Strong Brand

To stand out in a crowded market, you need to develop a strong brand for your concert promotion business. This includes everything from your logo and website to your social media presence and marketing campaigns. Make sure your brand is consistent across all channels and that it effectively communicates your unique value proposition.

5. Create Compelling Marketing Campaigns

Marketing is a critical component of concert promotion. You need to create compelling campaigns that will attract your target audience and convince them to buy tickets. This includes everything from social media ads and email campaigns to influencer partnerships and experiential marketing.

6. Build Strong Relationships with Artists

As a concert promoter, you need to build strong relationships with the artists you work with. This includes everything from negotiating contracts and handling logistics to creating a positive experience for the artist and their team. By building strong relationships with artists, you’ll be able to book better acts and create more successful events.

7. Understand the Financials

Concert promotion is a business, and like any business, it requires a solid understanding of the financials. You need to be able to create budgets, manage expenses, and project revenue. This includes everything from negotiating deals with venues and vendors to calculating ticket prices and managing cash flow.

8. Be Prepared for the Unexpected

Concert promotion is a high-pressure job, and things don’t always go according to plan. You need to be prepared for the unexpected and have contingency plans in place for everything from bad weather to artist cancellations. By being proactive and adaptable, you’ll be able to navigate any challenges that come your way.

9. Embrace Technology

Technology is transforming the music industry, and as a concert promoter, you need to embrace it. This includes everything from using data analytics to inform your marketing campaigns to leveraging virtual and augmented reality to create unique experiences for your audience.

10. Never Stop Learning

Finally, to be a successful concert promoter, you need to be a lifelong learner. Attend workshops and conferences, read industry publications, and take online courses to continually improve your skills and stay up-to-date on the latest trends and technologies.

Concert promotion is a career path filled with excitement, challenge, and the chance to bring unforgettable experiences to music lovers. It’s a career that requires a careful balance of creativity, strategic thinking, relationship building, and a deep understanding of your audience. As a concert promoter, you will need to stay ahead of industry trends, build strong relationships with artists, venues and other key players in the music industry, and craft compelling marketing campaigns. Financial acumen is also crucial, and so is being ready for unexpected turns. Embrace the transformative power of technology, and never stop growing your skills and knowledge. Remember, continuous learning is an essential key to longevity and success in this fast-paced, ever-evolving industry. Above all, ensure that you are fueled by a deep-seated passion for music and the live experience, as this will keep you motivated even when challenges arise.

A career as a concert promoter can be incredibly rewarding, but it’s also highly competitive. To give yourself the best chance of success, you need to have a solid understanding of the industry and the skills required to succeed. Consider taking an online course like the NYU x Billboard | Music Industry Essentials program to gain the knowledge and skills you need to thrive in this exciting field.

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How To Become A Concert Promoter

Michael Elliott | Posted on March 19, 2021 |

The essentials you need to know

So you want to be a concert promoter! The concert promotion business is extremely rewarding once you learn to navigate it. 

Most will say a concert promoter isn’t in the music business. They’re in the people business. You need to understand how and why people make the decisions they do. Psychology plays a large part in any industry that deals with people. 

What Does A Concert Promoter Do?

Concert promoters do not have easy jobs. They tend to handle most business details during regular operating hours throughout the week and attend the shows on the weekend. 

Some will say concert promoters handle the boring behind-the-scenes tasks. However, these tasks can make or break an event. Every music event you attend is promoted by someone making sure the turnout is what’s expected by the artist.  

A concert promoter is responsible for almost every business management detail, from connecting the right acts and venues, negotiating favorable contracts, managing transportation, and ultimately getting tickets sold.

Along with all the management and marketing responsibilities, it’s also their responsibility to put together a budget and stick with it. Nowadays, budgets can be in the hundreds of thousands or even millions of dollars, so understanding contracts and negotiation is essential.

Artists are always asking for specific details about backstage and the venue. As a promoter, you want to make sure everyone has a fantastic time, the artists included. The artist is at the center of it all. 

This doesn’t mean you’re just responsible for stocking the green room with their favorite beverages. You need to ensure the venue is ready to provide the right environment for their performance, promoting and marketing the event to the right people so the house is full. These are just some of the things you have to consider as a concert promoter. 

Getting Started

As true with most music-related professions . There’s not really a college degree path to becoming a concert promoter. Education will significantly help you by attending a specialized trade school such as Dark Horse Institute. But most of the skill is leaned on the job by obtaining practical experience in any task that may be handled as a concert promoter.

I’ve said in the past how vital an internship can truly be. Getting an internship with a concert promotion company, talent manager, booking agent or venue manager is a great way to start. You could do this while in school for your chose field of study. Having a certificate, degree or experience will make you a more attractive candidate when applying for internships. 

You will also need to be a proficient writer. As a concert promoter, promotional writing is a large part of the job. You can start by finding blogs and sites to practice and publish some writing to build your portfolio. 

You will also want to build a social media presence . You don’t need to become an influencer, but it would be helpful if you are labeled as someone who’s in the know on great events and great music. Networking with other individuals who are musicians and performers. This is your chance to learn the process when someone can’t afford to pay you. 

Patience is Key

There are so many individuals with social media accounts and interest in portraying themselves as concert promoters now. If this is what you truly want to do, you’re going to need some patience. 

Starting at the bottom with small events is ok, as long as you’re gaining valuable information about the process. In a perfect world, the occupation of concert promoter would be a side hustle and your day job would contribute to the same skillset until it’s viable to live off this income. 

Three Essential Skills 

To be a successful concert promoter, there are three areas where you should devote a large portion of your time to. The first being, mathematics. Budgets are not going to track themselves. 

During your contract negotiations, promoters need to run the numbers of everything regarding the event. Understanding how spreadsheets work and becoming familiar with them is a must. Excel is one of the best software platforms for keeping track of absolutely anything. 

The second area where you will want to spend some time is writing. Concert promoters are always writing. Some of the material they are responsible for involves press releases for media kits and social media content. 

Though going to college is not necessary to become a concert promoter, it may not be a bad idea to take come communication and writing courses as these skills are highly valued in the industry. 

And lastly, you’re going to want to pick up reading. Promoters tend to read a lot about the industry, business and marketing. Being aware of what is currently going on in the industry is a must. It will be hard for you to know this if you are not avidly searching for new information. 

The most common question that comes up when thinking of becoming a concert promoter is, how much do they really make. When looking at some statistics, it shows that the salary range is $28,000-$187,000 per year with an average salary of around $76,000. 

As you can see, the range is extremely wide. It’s important to know that only the top promoters who are booking massive festivals and concert tours are making the top of this tier. It could take years to move up to a point where your income is suitable to live off, but these are the things you should consider when deciding what you want to with your life. 

With all this being said, the career path of becoming a concert promoter is tough, but the skills you will learn along the way will last you a lifetime. Communication and organization are skills that easily transfer over to almost any line of work. Remember, you got into this line of work because you enjoyed it. Put it the time and it will pay off. 

Tie It All Together

If you are interested in learning more about the music business and how to become a successful concert promoter, Dark Horse Institute’s  Music Business Program  is a great way to take things to the next level when you are ready.

230 Franklin Road, Bldg. 14A Franklin, TN 37064 Phone: 615.791.7020

How to Start a Concert Venue Business

Main Sections In This Post Steps To Starting A Concert Venue Business Points to Consider Resources Knowledge Is Power Featured Video

This post provides an overview of running a concert venue and a comprehensive step-by-step guide.

You’ll also discover resources for the initial phase and when your venue hosts events.

There’s much to absorb, so consider saving this page. If it resonates, share it!

Let’s get started with the steps.

Steps to Starting a Concert Venue Business

Below are the steps to starting a concert venue business.

Each step is linked to a specific section, allowing you to jump to your desired section or scroll to follow the steps in order.

• An Overview of What You’re Getting Into
• Concert Venue Business Overview
• Researching Your Concert Venue Business
• Looking at Financials
• Choosing A Business Location
• Creating Your Mission Statement
• Creating A Unique Selling Proposition (USP)
• Choose a Concert Venue Business Name
• Register Your Company
• Create Your Corporate Identity
• Writing a Business Plan
• Banking Considerations
• Getting the Funds for Your Operation
• Software Setup
• Business Insurance Considerations
• Supplier Considerations
• Physical Setup
• Creating a Website
• Create an External Support Team
• Hiring Employees

1.  An Overview of What You’re Getting Into

Is Starting a Concert Venue Business the Right Step for You?

Passion – The Driving Force for Success

There is a key factor to succeeding in the concert venue business, and that factor is you! Understanding how you feel about owning and running a concert venue business is crucial.

Passion plays a significant role in the success of your venture. It is the driving force you need to navigate the challenges that may arise.

When you’re passionate about your concert venue business, any problems that come your way will be seen as opportunities for finding solutions. On the other hand, without that passion, you may find yourself looking for a way out when faced with difficulties.

Are You Passionate About Owning a Concert Venue Business?

Ask yourself: How passionate are you about owning your concert venue business? This question is essential as it will shape your journey as an entrepreneur in the concert industry.

An Interesting Perspective: Your 5 Wishes

Let’s look at an interesting perspective to gauge your passion. Imagine you were granted 5 wishes for anything you want. No restrictions! Now, with these wishes at your disposal, consider an important question: Would you start a concert venue business with one of your wishes in this situation?

Your Answer Matters

If your answer is a resounding yes, it shows that you are truly passionate about owning and operating a concert venue business and are heading in the right direction.

Your passion will be a driving force in overcoming obstacles and achieving success in the concert industry.

Discovering Your True Calling

However, if your answer is no, it’s time to reflect further. Consider what you would prefer to do instead. Perhaps, there is another path that aligns better with your passions and aspirations.

Exploring your true calling and pursuing a path that brings you fulfillment and satisfaction is essential.

Passion Paves the Way to Success

In summary, passion is the key to increasing your chances of success in the concert venue business.

The fuel will propel you forward, even during challenging times. Without passion, you may find yourself fighting an uphill battle. So, take the time to assess your passion and commitment to the concert venue business.

With unwavering dedication and enthusiasm, you can create a thriving and rewarding concert venue venture that resonates with your deepest desires.

For More, See How Passion Affects Your Business . Also, see, Considerations Before You Start Your Business to identify key points for a new business owner.

2. Gaining an Overview of Owning a Concert Venue Business

Next, let’s spend some time on key issues to give you an overview of what to expect from owning and running your business.

a.) A Quick Overview of Owning a Concert Venue Business

A concert venue business is a facility or location that hosts live performances, typically music concerts, for audiences. These businesses can range in size from small intimate clubs to large stadiums that hold tens of thousands of people.

They provide a space for artists, musicians, and performers to present their work to fans and generate revenue through ticket sales, merchandise, and sometimes concessions.

The concert venue serves as a place for entertainment and a hub for cultural and social interaction among attendees.

Day-to-Day Tasks of Running a Concert Venue

Booking and Scheduling :

Securing dates with artists, bands, or their management.

A balanced calendar of events is essential to ensure steady revenue and varied entertainment for patrons.

Maintenance and Upkeep :

Regularly checking and maintaining the sound and lighting systems, seating areas, and overall facility is crucial to ensure a safe and enjoyable experience for performers and attendees.

Marketing and Promotion :

Creating and implementing advertising strategies to promote upcoming concerts and events is crucial for ensuring ticket sales.

This can include social media campaigns, print advertising, or partnerships with local businesses.

Ticket Sales Management :

This includes overseeing ticket pricing, sales, and distribution online and at the box office.

Staff Management :

Hiring, training, and scheduling staff such as security, ushers, ticket agents, and concessions workers is a continuous task. Their effectiveness and professionalism can significantly impact the overall experience at the venue.

Financial Management :

This involves managing the venue’s budget, ensuring that expenses are kept in check and revenue targets are met.

This also includes settling with artists or their management after events.

Compliance and Licensing :

Staying updated with local and state regulations and ensuring the venue complies with all licensing requirements, including alcohol sales, if applicable, is essential to avoid legal complications.

Customer Service :

Addressing concerns, feedback, and patron complaints promptly and professionally ensures the venue maintains a positive reputation.

By understanding these tasks, anyone interested in the concert venue industry can better appreciate the intricacies and dedication required to operate a successful business in this sector.

b.) A Key Points To Succeeding in a Concert Venue Business

Building a Solid Customer Base :

In the initial stages, attracting a consistent audience can be challenging. Hosting diverse events and offering introductory promotions can help attract and solidify a loyal customer base.

Fostering Strong Relationships :

Forming meaningful bonds with customers, suppliers, and employees lays the foundation for trust and collaboration. These relationships can lead to repeat business, favorable deals, and a motivated workforce.

Meeting Customer Desires :

Understand and cater to the preferences of your audience. Offer concerts, products, and services that resonate with their tastes.

Valuing Customer Feedback :

Listen to what your customers have to say. When they highlight genuine issues in line with your business operations, taking action demonstrates commitment.

Prioritizing Customer Service :

Recognize that customers are the backbone of your business. Ensure every interaction they have at your venue is positive, welcoming, and memorable.

Offering Consistent Value :

Always prioritize giving your customers more than they expect. Whether through exclusive events or exceptional amenities, delivering value retains patrons.

Hiring the Ideal Team :

The right people can make or break the business. Be meticulous in hiring and choosing individuals who align with the venue’s mission and values.

Effective Staff Management :

Foster a supportive work environment. Treating staff with respect and emphasizing teamwork boosts morale and can reduce turnover.

Overseeing Cash Flow :

Financial prudence is vital. Regularly monitor your cash flow, ensuring that revenue covers operational expenses and allows growth.

Optimizing Costs :

Strive for cost efficiency. However, never compromise on the quality of services or products, as it can damage your venue’s reputation.

Embracing Change :

The entertainment industry is dynamic. Stay abreast of trends, technological advances, and shifts in customer preferences to remain relevant.

Navigating Revenue Shifts :

Seasons or events can cause fluctuating income. Plan, set aside reserves, and diversify events to counteract lean periods.

Addressing Competition :

Stay informed about what other venues are doing. Innovate, differentiate, and consider collaborations to coexist and thrive in a competitive landscape.

Championing Effective Promotion :

Whether you handle it internally or enlist experts, impactful marketing draws attention. Adopt a mix of traditional and digital strategies tailored to your target audience.

Incorporating these strategies can elevate the chances of success for anyone in the concert venue business.

They underscore the importance of adaptability, financial prudence, and unwavering focus on customer satisfaction.

c.) Making Your Concert Venue Business stand out

Unique Themes and Decor :

Create a distinct ambiance that separates your venue. Using interior design , artwork, or themed nights can transform an ordinary venue into an extraordinary experience.

Exclusive Performances :

Collaborate with artists for exclusive shows or album launch events. These special events can drive ticket sales and media attention.

Technology Integration :

Incorporate state-of-the-art sound and lighting systems. Advanced technology can enhance the concert experience, making performances memorable.

Sustainable Practices :

Embrace green initiatives like recycling, solar power, or biodegradable materials. Environmentally-conscious customers will appreciate and support eco-friendly venues.

Community Engagement :

Host local talent nights or community-driven events. Building ties with the community can foster loyalty and offer local artists a platform.

Educational Initiatives :

Conduct workshops or masterclasses with musicians, technicians, or industry professionals.

Such sessions can attract a diverse crowd and position your venue as a knowledge hub.

Innovative Partnerships :

Collaborate with local businesses for joint promotions or events. Partnering with breweries, restaurants, or art galleries can create a holistic experience for patrons.

d.) Add on Ideas for a concert venue Business

VIP Packages :

Offer exclusive seating areas, backstage passes, or meet-and-greet opportunities with artists.

Premium experiences can attract a dedicated clientele willing to pay for exclusivity.

Merchandise Corner :

Design and sell venue-branded merchandise, like t-shirts , posters, or accessories. Collaborate with performing artists to sell their merchandise and share profits.

Food and Beverage Outlets :

Establish a gourmet snack bar or collaborate with local food vendors. Themed cocktails or signature dishes can enhance the concert experience.

Photography Services :

Provide professional photography services for attendees. Capture moments they can take home as souvenirs or share on social media.

Themed Nights :

Organize events around themes or genres, such as ’80s retro nights or jazz evenings. This caters to niche audiences and offers variety.

Rental Spaces :

Offer parts of your venue for private events, like birthday parties or corporate events. Diversifying usage can ensure consistent revenue.

Interactive Installations :

Set up art installations or interactive exhibits related to the music world. These can serve as attractions and provide engaging experiences beyond just the concert.

Membership Programs :

Introduce loyalty programs or memberships.

Offer discounts, early access to tickets, or special events to members, fostering a sense of community and repeat patronage.

Incorporating these add-ons and standout features can elevate the status of a concert venue, ensuring it’s not just another place for music but a holistic experience for patrons.

e.) Concert Venue Business Models

Types of Concert Venue Business Setups and Their Business Models

Intimate Clubs and Bars :

These small venues, often accommodating fewer than 500 patrons, focus on offering an up-close experience with performers.

Business Model :

Revenue generation primarily through cover charges, ticket and drink sales.

Collaborations with local artists can lead to reduced upfront fees, instead opting for a profit-sharing model from the night’s earnings.

Theaters and Auditoriums :

Mid-sized venues that can host diverse performances, from plays to concerts.

Ticket sales form the bulk of revenue. Merchandising, concessions, and renting the space for private events or recordings can also contribute.

Outdoor Amphitheaters :

Open-air venues often host larger concerts or music festivals.

Aside from ticket sales, these venues might benefit from on-site parking fees, concessions, vendor booth rentals during festivals, and VIP packages.

Stadiums and Arenas :

These massive venues are designed for big-name acts and can hold tens of thousands of attendees.

There is major revenue from ticket sales, with significant earnings from VIP packages, food and beverage sales, merchandise, and brand sponsorships.

Pop-Up Venues :

Temporary spaces, like rooftops, warehouses, or parks, are transformed for unique concert experiences.

Due to their temporary nature, a significant portion of revenue comes from ticket sales and partnerships with brands looking for unique advertising platforms.

Specialty Music Venues :

Spaces dedicated to specific genres, like jazz clubs or classical music halls.

Revenue from ticket sales, specialty food and drink menus catered to the genre’s audience, and membership or subscription programs for regular attendees.

Historic or Themed Venues :

Locations known for their architectural, historical, or thematic significance.

These venues can charge a premium on ticket prices due to their unique appeal. Additionally, guided tours, special events, and merchandise related to the venue’s theme or history can boost revenue.

Choosing the right business model from the beginning is crucial, as switching your model later is more challenging.

Identifying a profitable and high-demand niche for your concert venue business is essential.

f.) Questions You Need to Consider for Your Concert Venue Business

Preparing for Your Concert Venue Business: Key Questions

Concert Venue Business Model :

What model are you considering? Are you thinking of a small intimate club, a large stadium, a themed venue, or a pop-up concert space?

Operational Roles :

Will you be directly involved in the day-to-day activities, or will you hire employees to handle specific roles?

Management Decisions :

Do you envision overseeing the management aspects, or would you prefer hiring an experienced venue manager to handle the operations?

Partnerships and Funding :

Are you considering bringing partners or seeking investors to finance your venture?

Location Choices :

Are you leaning towards a home-based concert setup for small private performances, or do you have a commercial location in mind?

Physical versus Digital Presence :

While the essence of a concert venue is physical, are you considering integrating online elements such as virtual concerts or streaming capabilities?

Growth and Vision :

Have you considered your concert venue’s future? What are your aspirations, and how do you envision scaling up?

Genre and Theme :

Have you decided on the type of music or themes your venue will focus on? Will it be a mix, or will you specialize in a particular genre?

How do you plan to create buzz and attract crowds to your venue? What promotional strategies are you considering?

Legal and Compliance :

Have you considered the licenses and permits required to operate a concert venue in your region?

Financial Planning :

How do you intend to finance the initial setup? Have you created a budget forecast and break-even analysis?

How will you integrate and contribute to the local community through your venue? Are there opportunities for local artists or community-driven events?

By thoughtfully addressing these questions, you’ll gain clarity on your concert venue venture’s direction and be better prepared for the challenges ahead.

g.) Pros and Cons of Owning a Concert Venue Business

Pros of Running a Concert Venue Business

Be Your Own Boss :

Owning a concert venue allows you to take the lead, overseeing every decision and direction the business takes.

Decision-Making Authority :

You have the final say in every aspect of the business, from bookings to promotions, allowing you to steer the venture based on your vision.

Creative Freedom :

There’s ample room for creativity, from designing the venue to deciding on event themes.

Potential for High Revenue :

With a successful strategy, concert venues can generate significant revenue, especially during peak seasons or high-demand events.

Flexible Working Hours :

Once you’ve established a trustworthy team, you can enjoy the flexibility of setting your hours and taking time off as needed.

Control Over Your Working Environment :

You determine the venue’s ambiance, ethos, and culture, ensuring it aligns with your personal preferences.

Networking Opportunities :

Owning a venue offers countless chances to network with artists, producers, and industry insiders, potentially leading to more opportunities and collaborations.

Sense of Fulfillment :

There’s a unique satisfaction in hosting successful events and concerts, bringing joy and entertainment to many.

Cons of Running a Concert Venue Business

Shouldering Responsibilities :

Every problem, big or small, will land on your desk, from maintenance issues to disputes with performers.

Irregular Income :

You may face fluctuating income in the early days, with some months more profitable than others.

Challenging Start-Up Phase :

Getting the business off the ground can be an uphill task, from acquiring licenses to promoting initial events.

Customer Acquisition and Retention :

Attracting a steady flow of patrons and ensuring they remain loyal can be demanding, especially with increasing competition.

Extended Working Hours :

In the beginning or during big events, be prepared to put in extra hours to ensure everything runs smoothly.

Success Pressures :

Owning a business comes with its set of pressures, especially when you’re accountable to investors or have taken on substantial loans.

Initial Investment :

Setting up a concert venue can be capital-intensive, from leasing or purchasing space to setting up sound systems and other infrastructure.

Constant Evolution :

The entertainment industry is ever-changing. You must stay updated with trends and continuously adapt to ensure relevance.

Inherent Business Risks :

From financial downturns to unexpected global events, various factors can impact the profitability and operations of your venue.

Regulatory and Compliance Challenges :

Concert venues must adhere to numerous regulations, from noise levels to safety standards, which can sometimes be complex and costly.

Reputation Management :

A single negative event, be it an unruly concert or a negative review, can affect the venue’s reputation, making damage control a continuous effort.

These pros and cons can provide valuable insights, helping prospective owners decide about entering the concert venue business.

For more, see Pros and Cons of Starting a Small Business.

3. Research

Concert Venue Business Research: A Crucial Step

Thorough Research for Concert Venue Business Success

Before taking any further action, conducting thorough research for your concert venue business is paramount.

Quality information will provide valuable insights and help you understand the dynamics of the concert industry.

Without it, you might find yourself facing unexpected challenges.

Learning from Experienced Concert Venue Business Owners

One of the best ways to gather the most reliable information is by seeking advice from experienced people in the concert venue business.

These individuals are qualified to share valuable insights that you can depend on.

Gaining Priceless Insights

Spending time with these experienced professionals can be priceless. It is a unique opportunity to tap into their vast knowledge and years of experience in the concert industry.

Their guidance can be instrumental in setting up and managing your successful concert venue business.

An Article with Actionable Ideas

To help you find and approach the right people, I have written an article that offers valuable ideas.

It will guide you through contacting experienced concert venue owners in an acceptable and non-threatening manner.

While the steps go beyond the scope of this post, I strongly recommend reading the full article to gain a comprehensive understanding of what you’re getting into.

Taking the Next Step: Read the Article

For a more in-depth understanding of how to connect with experienced concert venue business owners and benefit from their knowledge, click on the link below to access the article.

This article will be a valuable resource as you embark on your journey into the concert venue business:

See An Inside Look Into the Business You Want To Start for all the details.

Target Audience

Understanding your target audience is crucial for a concert venue business.

When you know your target market, you can tailor your offers to appeal to potential customers, providing products and services that genuinely interest them.

This level of understanding enables you to build meaningful connections and enhances the overall concert experience for attendees.

Target Market Ideas:

• Music enthusiasts of various genres (rock, pop, hip-hop, classical, etc.).
• Local residents looking for entertainment options.
• Tourists seeking cultural experiences and live music events.
• Event planners and organizations in need of a venue for performances.
• College students and young adults seeking vibrant social activities.
• Businesses looking to host corporate events or team-building activities.
• Families interested in family-friendly concerts and events.

For more, see How To Understand Your Target Market.

4. Looking at Financials:

Overview of a Concert Venue Business: Costs, Revenue, and Profitability

Startup Cost :

To ensure your concert venue’s successful launch, an accurate estimation of startup costs is essential for a seamless transition from the planning phase to the grand opening .

Underestimating can lead to financial shortfalls, potentially hindering your venue’s inauguration.

Overestimating makes the venture appear financially unstable to potential investors or partners.

Your costs will vary based on factors like the venue’s size and location, whether you’re hiring staff right away, opting for new or pre-owned sound equipment, and leasing or outright purchasing the venue space.

To gauge an accurate estimate, draft a list of essentials and price them out. As you investigate, unforeseen expenses may emerge, which you can then incorporate into your financial projections.

For more detailed information, refer to my article on Estimating Startup Costs.

Sales and Revenue :

The revenue of your concert venue will be influenced by:

• The appeal of your scheduled performances and events.
• Audience demand for live entertainment experiences.
• How effectively you market your venue, ensuring the right demographics know your events.

Achieving profitability in the concert venue business isn’t merely about ticket sales.

It’s imperative to account for various expenses, such as lease or mortgage payments, staff salaries, utilities, equipment maintenance, and other overheads.

For your venue to thrive, sales must cover these monthly expenditures and yield enough to compensate you adequately.

This balance ensures the business’s long-term sustainability and success.

For More, See Estimating Profitability and Revenue

Sample Financial Lists As a Starting Point

Broad Overview of Financial Considerations for a Concert Venue Business

Below are three overly simplified sample financial lists to give you a broad overview of the areas to focus on.

SAMPLE Startup Costs for a Small Concert Venue Business (USA):

• Property Purchase/Down Payment : $200,000 – $500,000
• Renovations and Interiors : $50,000 – $200,000
• Sound and Lighting Equipment : $30,000 – $100,000
• Licensing and Permits : $5,000 – $20,000
• Initial Marketing and Promotion : $10,000 – $50,000
• Seating and Stage Setup : $20,000 – $80,000
• Initial Inventory (Alcohol, Food, Merchandise) : $10,000 – $40,000
• Staff Training : $3,000 – $10,000

Total Startup Costs : $328,000 – $1,000,000

SAMPLE Monthly Expenses for a Concert Venue Business (USA):

• Rent/Mortgage : $5,000 – $20,000
• Utilities (Electricity, Water, Internet) : $2,000 – $5,000
• Staff Salaries : $10,000 – $30,000
• Loan Repayments : $2,000 – $7,000
• Maintenance and Repairs : $1,000 – $5,000
• Marketing and Advertising : $3,000 – $10,000
• Inventory Restocking : $5,000 – $15,000
• Miscellaneous : $2,000 – $6,000
• Entertainment Costs:   Bands may need to be paid if you promote the event rather than renting your venue to a promoter. It depends on their popularity. A local band might cost a few thousand dollars, while a well-known band could cost as much as six figures.

Total Monthly Expenses : $30,000 – $98,000

SAMPLE Sales and Profit Outline:

Let’s assume the venue can host 8 events per month, with an average ticket price of $50 and an average attendance of 350 people per event:

Monthly Revenue from Ticket Sales : 8 events x 350 tickets x $50 = $140,000

Additional Revenue (Food, Drinks, Merchandise) : $5 per attendee x 350 attendees x 8 events = $14,000

Total Monthly Revenue : $154,000

Profit (after deducting the upper limit of monthly expenses) : $154,000 – $98,000 = $56,000

This profit outline is based on our samples’ monthly revenue and expenses.

These fictitious examples provide a broad perspective on the financial factors you might need to consider when planning to start your concert venue business.

Adjusting costs can critically determine the success of the business. A marginal change in profit per ticket, especially with a defined number of events, can significantly alter your overall profits.

It’s essential to remember that many new businesses take time to become profitable, given the challenges of establishing a loyal clientele, earning a good reputation, and optimizing operations.

Your exact figures will differ, as every business environment is unique and influenced by many factors.

Research thoroughly and consider seeking professional advice when determining your business’s startup costs and operating expenses and estimating revenues and profits.

5. Choosing The Right Business Location

Location is a critical factor that can determine the success or failure of your concert venue business. Making the right choice will significantly impact your venture.

Demand and Competition: Striking the Right Balance

Operating in a location with little to no demand for live music events can lead to failure even before launching your business.

On the other hand, opening in an area saturated with competitors may make it challenging to gain market share.

Ideally, you want a location with sufficient demand and a manageable level of competition.

Affordability vs. Exposure

Consider your budget carefully when selecting a location.

Operating in a highly populated area may provide more exposure, but you must ensure your concert venue can still be profitable with the additional expenses.

Conversely, opting for a more affordable area might save costs, but you must assess whether it will generate enough ticket sales and revenue.

Thorough Research is Key

Choosing the right location is a vital factor in the success of your concert venue business.

Conduct thorough research to assess potential locations’ demand, competition, and financial viability.

Doing so can increase the chances of your concert venue thriving in its chosen area.

For more about business locations, see Choosing The Best Location for Your Business.

6. Create Your Mission Statement

Overview: The Importance of a Mission Statement for Your Concert Venue Business

A mission statement is a valuable tool in identifying and defining the purpose of your concert venue business.

It serves as a guiding principle, keeping you focused on the main benefits you aim to offer your customers and community.

Examples of Mission Statements for a Concert Venue Business:

• “To create an inclusive and vibrant space where music enthusiasts of all ages can come together, experience exceptional live performances, and foster a sense of community through the power of music.”
• “Our mission is to be the premier concert venue that showcases diverse genres of music, providing unforgettable experiences for both local and visiting audiences, while contributing to the cultural enrichment of our city.”
• “At our concert venue, we are committed to delivering top-tier performances, cultivating emerging artists, and contributing to the growth and appreciation of the arts in our community.”
• “To be a hub for artistic expression and entertainment, offering a dynamic range of concerts and events that captivate audiences, create lasting memories, and celebrate the magic of live music.”
• “Our purpose is to bring people together through shared musical experiences, promoting a sense of unity and joy, while supporting local musicians and contributing positively to the cultural landscape of our region.”

For more, see, How To Create a Mission Statement

7. Creating A Unique Selling Proposition (USP)

Overview: The Role of Unique Selling Proposition in Your Concert Venue Business

A Unique Selling Proposition (USP) is a powerful tool that helps you identify and develop distinctive aspects that set your concert venue business apart from competitors.

A USP allows you to create something special that appeals uniquely to your target audience.

Examples of USPs for a Concert Venue Business:

• “Our concert venue offers an intimate setting with state-of-the-art acoustics, providing an unparalleled live music experience for every attendee.”
• “At our venue, we curate a diverse lineup of world-class artists, ensuring an eclectic mix of musical genres that cater to the varied tastes of our audience.”
• “Our concert venue embraces sustainability, incorporating eco-friendly practices in our operations to promote environmental consciousness within the music industry.”
• “We differentiate ourselves by providing exceptional customer service, ensuring every guest feels valued and appreciated throughout their concert experience.”
• “With a strong focus on local talent, our concert venue serves as a platform for budding musicians to showcase their skills and connect with a supportive community of music lovers.”

8. Choose a Business Name

Choosing the Perfect Name for Your Concert Venue Business

Selecting the right name for your concert venue business is vital. You need something catchy, appropriate, easy to pronounce, and memorable.

Since business names are usually long-lasting, your chosen name will represent your company throughout its existence.

Consider Online Presence and Availability

It’s essential to have a matching domain name for your online presence.

Ensure the name you desire isn’t already registered by another business to avoid conflicts.

30 Creative Ideas for Concert Venue Business Names:

• Harmony Hall Concerts
• Melody Central Venue
• Encore Events Center
• Groove Junction Concerts
• Symphony Spot
• Radiant Rhythms Venue
• Starlight Soundstage
• Serenade Plaza
• Euphoria Concert Hall
• Crescendo Center
• Harmonic Heights Venue
• Pulse Pavilion
• Luminary Lounge
• Acoustic Aura Concerts
• Melodic Oasis Venue
• Rhythmic Revelry Hall
• Crescendo Connections
• NoteWorthy Venue
• Melodious Meadows Concerts
• Soothing Soundscapes
• Harmony Haven Venue
• BeatBox Concert Hall
• Vivid Vibration Venue
• Serendipity Sounds
• Symphony Serenade
• Resonance Center Stage
• Cadence Corner
• Elixir Ensemble
• Echoes Emporium
• Harmony Heights Hall

Use these ideas as inspiration to craft a unique and original business name that reflects the essence of your concert venue.

For more, see the following articles:

• How To Register a Business Name
• Registering a Domain Name For Your Business

9. Register Your Company

Ensuring Legal Compliance for Your Concert Venue Business

Operating a concert venue business requires ensuring all legal aspects are in order. This protects your venture, ensures you are eligible for potential tax benefits, and minimizes liability risks.

Consider seeking professional advice to navigate the complexities of legal requirements effectively.

Consulting with a Professional for Legal Setup

Engaging a qualified professional, such as an attorney or business consultant, can be beneficial in assessing the legal structure of your concert venue business.

They can guide you through the necessary steps to establish a solid legal foundation, ensuring compliance with local and federal regulations.

Common Types of Registrations for a Concert Venue Business:

• Sole Proprietorship: Operating the concert venue as an individual owner, assuming all responsibilities and liabilities.
• Partnership: Forming a business with two or more owners, sharing responsibilities and liabilities.
• Limited Liability Company (LLC): Combining the benefits of a corporation and a partnership, providing personal liability protection for owners.
• Corporation: Establishing a separate legal entity from its owners, offering personal liability protection.

Permits and Licenses for a Concert Venue Business:

• Business License: Required to operate a legal business in your city or county.
• Entertainment License: Specific license for hosting live entertainment events.
• Alcohol License: If serving alcoholic beverages at your venue, you need this license.
• Fire Safety Permit: Ensuring compliance with fire safety regulations for public gatherings.
• Noise Permit: This permit may be necessary if your concerts generate amplified noise.
• Health Department Permit: Ensuring food and beverage service compliance with health and sanitation standards.
• Occupancy Permit: Certifying the maximum capacity of your venue for safety purposes.
• Music Licensing: Obtaining the necessary licenses to play copyrighted music during events.

By understanding and fulfilling these legal obligations, you can set your concert venue business on a solid legal footing, allowing you to focus on creating memorable experiences for your audience while operating responsibly and within the bounds of the law.

Registration:

• How to Register Your Business
• How To Register a DBA
• How to Register a Trademark
• How to Get a Business License

Business Structures:

• How to Choose a Business Structure
• Pros & Cons of a Sole Proprietorship
• How To Form an LLC
• How To Register a Business Partnership
• How To Form a Corporation
• How To Choose a Business Registration Service

10. Create Your Corporate Identity

Creating a Strong Corporate Identity for Your Concert Venue Business

A Corporate Identity (Corporate ID) is a crucial design element representing your concert venue business.

It includes your logo, business cards, website, business sign, stationary, and promotional items.

Establishing a consistent and professional design is essential in leaving a lasting impression on new and existing customers.

The Components of Corporate Identity for a Concert Venue Business:

• Logo: Design a captivating and memorable logo that reflects the essence of your concert venue and can be used across various platforms.
• Business Cards: Create professional business cards that showcase your venue’s branding and contact information.
• Website: Develop an engaging and user-friendly website that provides essential information about your concerts and events.
• Business Sign: Display an eye-catching, well-designed sign outside your venue to attract attention.
• Stationery: Ensure all stationery, such as letterheads and envelopes, follows the consistent corporate design.
• Promotional Items: Utilize branded promotional items like posters, flyers , and merchandise to enhance visibility and recognition.

Consistency for Maximum Impact

Maintaining consistency in your concert venue’s corporate design is vital in reinforcing your brand identity and leaving a professional impression on your audience.

This visual cohesion fosters a sense of trust and reliability, which is crucial in attracting and retaining customers.

By investing in a strong Corporate Identity, your concert venue business can establish a compelling and recognizable brand presence in the market, making it stand out in a competitive industry.

You can see our page for an overview of your logo , business cards , website , and business sign , or see A Complete Introduction to Corporate Identity Packages.

11. Writing a Business Plan

The Concert Venue Business Plan: Navigating the Music Industry

The Essence of a Business Plan:

A business plan remains a fundamental document for concert venue operators.

It’s not just about securing funds or wooing investors; it’s your guiding star, ensuring alignment from the startup phase to regular events hosting.

Crafting the Vision:

Drafting a business plan is like painting a vivid picture of your concert venue’s future.

This isn’t a race. Deliberate, detailed planning lets you hone in on how you see the venue evolving once it’s buzzing with audiences and performances.

Options at Your Disposal:

Crafting a business plan for your concert venue doesn’t require a strict template.

Whether it’s a DIY approach, hiring a seasoned professional, using an available template, or tapping into dedicated software – the key lies in ensuring the end product rings true to your vision.

Stay Engaged:

Should you opt for a professional touch, remember to be more than just a spectator.

Your active involvement ensures the plan captures the essence, offerings, and unique management strategies you have in mind for the concert venue.

Evolving with the Times:

Music trends shift. Audiences evolve. Tech disrupts. Given this dynamic landscape, periodically dusting off and revising your business plan can ensure your concert venue remains relevant by fine-tuning the plan or your operation.

A Fictitious Business Plan Example for a Concert Venue

Concert Venue Business Plan: The Rhapsody Hall

Executive Summary: Business Name: The Rhapsody Hall Location: 123 Harmony Lane, Music City, USA Mission: To offer a premier concert experience by showcasing diverse musical talents in an iconic setting.

Business Objectives:

• Host a minimum of 12 major events annually.
• Achieve 90% occupancy for all major events in the first year.
• Garner partnership deals with local businesses for mutual promotions.

Business Description & Offerings: The Rhapsody Hall is a state-of-the-art concert venue with a seating capacity 350.

We will host various events, including concerts, live podcast recordings, and other musical events. Our bar area will serve refreshments and snacks.

Market Analysis:

• Target Audience: Music enthusiasts aged 18-45 within a 50-mile radius.
• Competition: Three other nearby concert venues, each with unique offerings.
• Opportunities: Increasing demand for live entertainment post-pandemic; emerging local musical talents seeking platforms.

Marketing & Sales Strategy:

• Advertising: Collaboration with local radio stations, social media campaigns, and partnerships with nearby businesses.
• Promotions: Early bird ticket discounts, loyalty programs, and group ticket deals.
• Partnerships: Deals with local food and beverage vendors to offer exclusive deals to ticket holders.

Management & Staff:

• Owner: Jane Doe
• Venue Manager: John Smith
• Operations Team: A team of 10 responsible for event coordination, tech setup, and guest services.
• Bar Staff: Five bartenders and servers.

Financial Projections:

• Startup Costs: $1M (including property lease, equipment, and initial marketing)
• Monthly Expenses: $50k (salaries, utilities, marketing, maintenance)
• Projected Revenue: $1.5M in the first year (from ticket sales, bar revenue, and venue rentals)

Conclusion & Future Goals: The Rhapsody Hall is positioned to become a beacon of live entertainment in Music City.

With a clear focus on the guest experience, partnerships, and a diverse event line-up, we anticipate robust growth and a solid reputation.

Future objectives include introducing merchandise sales, hosting international artists, and possibly expanding to a bigger location.

Note: This business plan is a fictitious representation, meant only as an example for illustration purposes.

For information on creating your business plan, see, How to Write a Business Plan.

12. Banking Considerations

Setting Up Financial Accounts for Your Concert Venue Business

Choosing a Business-Friendly Bank

Consider choosing a nearby bank that caters to business owners.

Having a bank that understands the unique needs of businesses can be highly advantageous for your concert venue.

Separate Business Account for Better Management

A separate business account separates your business expenses from personal spending.

This clear distinction makes tracking expenses and managing your bookkeeping easier, providing crucial documentation in case of a tax audit.

Building a Professional Relationship with Your Banker

Developing a professional relationship with your banker is also a good idea.

They can assist you with valuable advice and financial services that cater to your concert venue business.

Maintaining a strong connection with your banker can also streamline application processes and enhance overall financial management.

Accepting Credit and Debit Cards for Convenience

You will also want to consider applying for a merchant account or a similar setup to accept credit and debit cards.

By offering multiple payment options, you provide added convenience to your concert attendees, potentially increasing customer satisfaction and sales.

By making sound financial decisions and establishing the right banking and payment systems, your concert venue business can operate smoothly and efficiently, allowing you to focus on delivering exceptional experiences to your audience.

For more, see, How to Open a Business Bank Account. You may also want to look at, What Is a Merchant Account and How to Get One.

13. Getting the Funds for Your Operation

Getting Funding for Your Concert Venue Business: A Comprehensive Overview

If you require financial assistance to start and operate your concert venue business, these tips can guide you through the process of securing a loan:

Exploring Funding Options:

There are various funding options available to support your concert venue business.

Consider traditional lenders, private loans, seeking investors, or selling assets you may possess. Using collateral can also bolster your chances of securing a loan.

Meeting with a Loan Officer: Considerations

When meeting with a loan officer, being well-prepared and professional is essential. Keep the following considerations in mind:

• Present your business plan and financial projections.
• Demonstrate a comprehensive understanding of the concert venue industry and its growth potential.
• Be prepared to discuss how you will use the funds and how to repay the loan.
• Understand the terms and conditions of the loan, including interest rates and repayment schedules.

Sample List of Documents for Loan Application:

To apply for a business loan for your new concert venue, gather the following documents:

• Business plan outlining your venue’s vision, target audience, marketing strategy, and financial projections.
• Personal and business credit history.
• Financial statements, including balance sheets, income statements, and cash flow projections.
• Business licenses and permits required for operating a concert venue.
• Proof of collateral, if applicable.
• Any relevant legal agreements, contracts, or leases.

By diligently preparing for loan applications and exploring various funding options, you can secure the necessary financial resources to bring your concert venue business to life and ensure its successful operation.

See, Getting a Small Business Loan for more.

14. Software Setup

Software Considerations for Your Concert Venue Business

When choosing software for your concert venue business, thorough research is crucial.

Implementing a program from scratch is easier than switching to a new system after your data is already in another program.

Consider the following factors to make an informed decision:

• Demo and Reviews: Look for software providers that offer demos, allowing you to test the system’s functionality before committing. Additionally, check reviews and forums to learn about the experiences of other concert venue businesses using the software.
• Event Management Software: Explore event management software tailored to concert venues. Look for features like ticketing and seating management, event scheduling, and attendee tracking.
• Accounting Software: Research software options for tracking expenses and preparing financial documents for tax filing. Consult with your bookkeeper or accountant to ensure you choose the most suitable accounting software for your concert venue.
• Sound and Lighting Software: Consider software solutions for sound and lighting management, especially if your venue hosts a variety of performances and events.
• Marketing and Promotion Software: Look for tools to streamline marketing and promotion efforts, such as social media management, email marketing, and customer relationship management (CRM) software.
• Inventory and Merchandise Software: If your concert venue sells merchandise or concessions, explore software that helps manage inventory and sales.
• Venue Scheduling Software: Consider solutions that aid in managing the scheduling of events and performances at your concert venue.

You can enhance efficiency and organization by carefully considering your software options and choosing tools that align with your concert venue’s specific needs, leading to a seamless and successful operation.

Check out Google’s latest search results for software packages for a concert venue business.

15. Get The Right Business Insurance

Insurance Considerations for Your Concert Venue Business

Incidents can occur at any time, making having the right insurance coverage essential before hosting any activities at your concert venue.

Protecting your customers, employees, property, and yourself is crucial to ensuring a safe and secure environment.

Here are important concerns to address when seeking insurance for your concert venue business:

• General Liability Insurance: Obtain comprehensive general liability insurance to protect against claims for bodily injury or property damage that may occur during events.
• Professional Liability Insurance: Consider professional liability insurance to safeguard your venue against potential lawsuits arising from negligence or errors in providing services.
• Property Insurance: Ensure adequate insurance coverage to protect your concert venue and its contents in case of damage or theft.
• Venue Cancellation Insurance: Consider coverage for event cancellations or postponements due to unforeseen circumstances, ensuring financial protection in case of unexpected disruptions.
• Liquor Liability Insurance: If your concert venue serves alcohol, obtain liquor liability insurance to protect against liabilities resulting from alcohol-related incidents.
• Workers’ Compensation Insurance: If you have employees, workers’ compensation insurance is essential to cover medical expenses and lost wages for work-related injuries.
• Cyber Liability Insurance: If you handle customer data or conduct online transactions, consider cyber liability insurance to protect against data breaches and cyber-attacks.
• Equipment Insurance: Ensure that your equipment, including sound systems, lighting, and other technical assets, is adequately insured against damage or theft.
• Vehicle Insurance: If your concert venue owns or operates vehicles, obtain commercial auto insurance to protect against accidents and liabilities.
• Insurance Bundling: Consider bundling various insurance policies with one provider to lower costs and simplify administration.
• Review Coverage Limits: Assess coverage limits to ensure they adequately protect your concert venue and its assets.
• Expert Guidance: Seek advice from a competent insurance broker who understands the unique needs of concert venues to help you navigate the insurance process and secure sufficient coverage for your business.

By addressing these insurance considerations, you can protect your concert venue business from potential risks and liabilities, providing peace of mind while delivering memorable experiences to your patrons.

For more, see What to Know About Business Insurance . You can also browse the latest Google search results for concert venue business insurance .

16. Select Suppliers

Selecting Suppliers for Your Concert Venue Business

The Importance of Strong Supplier Relationships

Establishing strong relationships with your suppliers is vital for the success of your concert venue business.

Having reliable and trustworthy suppliers is key to ensuring smooth operations and customer satisfaction.

Benefits of Choosing the Right Suppliers

Partnering with the right suppliers can offer competitive prices, allowing you to offer attractive deals to your customers and improve your profit margin.

Moreover, dependable suppliers will ensure that you always have an adequate stock of essential items to run your concert venue efficiently.

Maintaining Positive Supplier Relationships

Treating your suppliers respectfully and ensuring they benefit financially from the partnership is crucial.

This approach fosters a mutually beneficial working relationship, leading to better services and support from your suppliers.

By carefully selecting and maintaining positive relationships with your suppliers, your concert venue business can operate seamlessly, deliver exceptional experiences to your patrons, and thrive in the competitive entertainment industry.

For More See, How To Choose a Supplier.

17. Physical Setup

A concert venue’s physical setup is crucial for ensuring a seamless experience for both artists and audiences.

The layout encompasses the stage, seating or standing areas, acoustics, lighting setups, backstage areas, and emergency exits.

Efficient circulation spaces, accessibility features, and comfort amenities further enhance the overall functionality and appeal of the venue.

Signage plays a pivotal role in guiding attendees throughout a concert venue.

Beyond the main marquee announcing the venue’s name and featured artists, strategic signs are placed in essential spots such as parking zones, exits, and unique designated areas like VIP sections.

Properly designed and positioned signs ensure smooth traffic flow and safety and show professionalism that patrons appreciate.

Office Setup:

An office within a concert venue serves as the administrative heart of the business.

With management responsibilities consuming a significant chunk of time, an organized office space is paramount.

To optimize productivity, this space should be outfitted with all necessary tools, including computers, communication devices, and file systems, ensuring effective and efficient business operations.

See, Here are Considerations for The Setup of Your Office, for tips and ideas to make your office work for you. Also, have a look at our article About Company Signs.

18. Creating a Website

The Benefits of Having a Website for Your Concert Venue Business

A website for your concert venue business offers numerous advantages, enabling you to connect with your audience, boost your online presence, and expand your marketing efforts.

Enhanced Visibility and Accessibility

A website allows potential customers to find and learn about your concert venue anytime, anywhere.

It enhances your venue’s visibility, making it easily accessible to a broader audience, including tourists and out-of-town visitors.

Information Hub for Events and Services

Your website is an information hub for upcoming events, ticket sales, venue details, and services offered.

It provides a centralized platform for your audience to stay updated on the latest concerts and performances.

Improved Customer Engagement

You can engage with your audience through your website by showcasing photos, videos, and testimonials from past events.

This interactive approach builds excitement and encourages potential attendees to experience your concert venue.

Marketing Tool and Thought Leadership

Your website can serve as a powerful marketing tool. By incorporating a blog, you can establish yourself as an expert in the concert industry.

Blogging about relevant topics and offering valuable tips tailored to your customers builds trust and credibility, potentially leading to increased ticket sales.

Seamless Online Ticket Sales

An integrated ticketing system on your website simplifies the ticket purchasing process for your customers, encouraging more frequent visits to your concert venue.

Collecting Customer Feedback

Utilize your website to gather feedback from attendees, enabling you to understand their preferences and improve the overall concert experience.

Amplified Social Media Presence

Your website is a focal point for linking to your social media channels, amplifying your online presence and encouraging audience engagement.

In conclusion, a well-designed website for your concert venue business is invaluable.

It expands your reach, boosts marketing efforts, establishes credibility, and fosters customer loyalty, ultimately contributing to the growth and success of your concert venue in the competitive entertainment industry.

For more, see How to Build a Website for Your Business .

19. Create an External Support Team

Building an External Support Team for Your Concert Venue Business

An external support team of professionals is a group of individuals you can rely on for valuable advice and services without them being on your payroll.

Importance of a Dependable Support Team

Having a dedicated team of external experts is crucial for the success of your concert venue business. These professionals offer specialized skills and knowledge, complementing your own expertise.

Flexible Services and Professional Relationships

Ideally, you can utilize their services per-use, contractual, or hourly.

While you may already be collaborating with some individuals, recognizing them as part of your team enhances your understanding of their significance. It opens the possibility of adding more members over time.

Gradual Development of the Support Team

You don’t need all the team members in place before starting your concert venue. Building professional relationships and establishing trust with these experts takes time, but it’s an ongoing effort that yields long-term benefits.

Key Members of Your External Support Team

Your external support team may include the following:

• An accountant to manage financial matters and tax planning.
• A lawyer to handle legal aspects and contracts.
• A financial advisor to provide expert guidance on financial decisions.
• A marketing specialist to develop effective promotional strategies.
• Technical advisors to assist with audio and visual equipment setups.
• Consultants with industry-specific expertise to offer valuable insights.

By assembling a strong external support team, your concert venue business gains access to knowledge and resources.

These experts can be there when you need them, providing essential assistance and contributing to your concert venue’s overall success and growth in the competitive entertainment industry.

For more, see, Building a Team of Professional Advisors for Your Business.

20. Hiring Employees

Building a Team for Your Concert Venue Business

In the early stages of your concert venue business, handling everything yourself may seem feasible to avoid the expenses of hiring employees.

While this approach can work initially, as your business grows, you might find it challenging to manage and operate it single-handedly.

Hiring employees can significantly improve productivity and overall efficiency if you bring on board the right people.

List of Jobs Needed to Run a Concert Venue Business:

The following are job positions or outsourced services you may want to consider as your concert venue business grows and becomes successful:

• Event Manager: Oversee the planning and execution of concerts and events, ensuring seamless operations and customer satisfaction.
• Marketing Manager: Develop and implement marketing strategies to promote upcoming events and attract a broader audience.
• Ticketing and Box Office Staff: Manage ticket sales, handle customer inquiries, and ensure smooth box office operations.
• Venue Operations Staff: Take care of day-to-day venue management, including setup, maintenance, and logistical arrangements.
• Security Personnel: Ensure the safety and security of patrons during concerts and events.
• Sound and Lighting Technicians: Handle technical aspects of sound and lighting equipment during performances.
• Hospitality and Catering Staff: Provide hospitality services and manage food and beverage operations during events.
• Finance and Accounting Specialist: Handle financial matters, budgeting, and bookkeeping.
• Customer Service Representatives: Assist patrons with inquiries and ensure a positive concert experience.
• Event Coordinator: Coordinate logistics and communication with artists, performers, and event vendors.
• Public Relations Specialist: Manage media relations and handle press releases to create positive publicity for your concert venue.
• Cleaning and Maintenance Crew: Keep the venue clean and well-maintained for a pleasant experience for attendees.

As your concert venue business grows, having the right team in place can contribute to its success and allow you to focus on delivering exceptional live music experiences to your audience.

For more, see, How and When to Hire a New Employee.

Points To Consider

Hours of operation:.

Hours of Operation for a Concert Venue Business

• Event Hours: The primary hours of operation for a concert venue business are typically based on the scheduled events and performances. These hours can vary depending on the concert start times and the duration of the performances.
• Pre-Event Preparation: Consider additional hours needed, including setting up the stage, sound systems, lighting, and other technical arrangements before each concert.
• Post-Event Cleanup: After each event, allocate time for post-event cleanup and venue restoration to ensure a clean and organized space for future concerts.
• Box Office Hours: Determine when the box office will be open for ticket sales and customer inquiries, especially leading up to events and on event days.
• Venue Tours: If offering venue tours to potential clients or patrons, establish designated hours for conducting these tours.
• Rehearsal Hours: If your concert venue allows for artist rehearsals, decide on designated hours for these practice sessions.
• Special Events and Private Rentals: Consider extending hours of operation for special events, private rentals, or corporate functions hosted at your concert venue.
• Extended Hours for Festivals or Multi-Day Events: For music festivals or multi-day events, adjust your hours of operation to accommodate the duration of the event.
• Off-Days: Determine days when your concert venue will be closed to the public, providing time for maintenance, rest, and staff scheduling.
• Seasonal Variations: Consider any seasonal variations in operating hours, especially if your concert venue hosts outdoor events during certain months.

It’s essential to strike a balance between accommodating concert-goers and performers while managing operational costs effectively.

Be flexible with your hours of operation to cater to the needs of your audience and maintain a successful concert venue business.

A List of Equipment and Supplies to Consider for a Concert Venue Business:

Sound System:

• Main speakers
• Microphones (wired and wireless)
• Microphone stands
• Direct boxes
• Signal processors (compressors, equalizers, etc.)
• Cables and connectors

Lighting Equipment:

• Stage lights (spotlights, wash lights, moving lights)
• Lighting control board
• Lighting trusses and stands
• Lighting gels and filters
• Fog machines or haze generators
• DMX cables and connectors

Stage Equipment:

• Stage platforms
• Stage risers or extensions
• Stage drapes and backdrops
• Stage skirting

Audio Visual Equipment:

• Projection screens
• Video switchers
• Video cameras
• Video cables and connectors

Seating and Furniture:

• Chairs or seating arrangements for audience
• Tables for merchandise or concessions
• VIP seating or lounges

Ticketing and Box Office Equipment:

• Ticketing system software
• Ticketing terminals or kiosks
• Cash registers or POS systems
• Receipt printers
• Ticket scanners

Safety and Security Equipment:

• Surveillance cameras
• Security monitors
• Security personnel communication devices
• Emergency exit signs and lighting
• First aid kits and medical supplies

Communications Equipment:

• Two-way radios or walkie-talkies
• Intercom system for staff communication

Stage and Backstage Equipment:

• Backstage dressing rooms or green rooms
• Backstage mirrors and vanity tables
• Backstage refrigerator or catering area
• Backstage equipment storage

Venue Signage:

• Exterior venue signage
• Directional signage for restrooms, exits, and facilities

Venue Decoration and Aesthetics:

• Decorative elements (such as curtains, banners, or artwork) to enhance the venue’s ambiance.

Power Distribution:

• Power distribution units or power conditioners to manage electricity supply to equipment.

Cleaning and Maintenance Equipment:

• Cleaning supplies for maintaining the cleanliness of the venue and equipment.

This comprehensive list covers the essential equipment needed for a concert venue business.

The specific equipment required may vary based on the size and scale of the venue and the types of events hosted.

Marketing Considerations

Attracting Customers to Your Concert Venue Business

In the concert venue business, customers are the lifeblood of your success. Initially, it can be challenging to attract customers since your operation is new and awareness is limited.

However, attracting customers becomes easier as you build a strong reputation over time.

You’ll refine your strategies with experience gained from previous marketing efforts for greater effectiveness.

Marketing your concert venue is an ongoing process that requires consistent effort and adaptability. The more you invest in effective marketing techniques, the more revenue your venue will likely generate.

While hiring a marketing agency or expert is an option, it’s not always necessary. You can handle marketing in-house or explore creative ways to promote your concert venue.

Simplify your marketing process by focusing on creating awareness about your business.

Take advantage of every opportunity to showcase your venue and events through online platforms, local promotions, partnerships, or community engagement.

By actively working to attract customers and consistently promoting your concert venue, you can steadily grow your audience and establish a thriving and successful business in the competitive entertainment industry.

See our article How To Get Customers Through the Door

Potential Referral Partners for a Concert Venue Business

Event Planners:

Collaborating with event professionals can yield consistent referrals, as they often seek out dependable venues for various occasions.

Benefit Offered:

Reduced venue booking fee for repeat business or priority scheduling.

Music Schools:

Local institutions might want to hold concerts or recitals at your venue.

Special rates for student performances or opportunities for students to play before major acts.

Local Radio Stations:

A partnership can result in station-sponsored events at your venue.

Cross-promotion – their station gets plugs during your events and highlights your venue during broadcasts.

Wedding Planners:

Unique venues for wedding ceremonies or receptions are always in demand.

Package deals that might include lighting, decor, or catering collaborations.

Corporate Event Organizers:

From team-building events to product launches, companies often seek out venues.

Discounts for multiple bookings or built-in tech support for corporate presentations.

Travel and Tourism Agencies:

Your venue could be pitched as a premier entertainment spot for tourists.

A small commission on ticket sales or promotional bundles.

Local Hotels:

Tourists frequently rely on hotel recommendations for local entertainment spots.

Exclusive discounts for hotel guests or promotional packages.

Universities and Colleges:

Educational institutions may want to host cultural nights, graduation parties, or other events at your venue.

Reduced rates during off-peak times or collaboration in promoting university events.

Building symbiotic relationships with these businesses expands your concert venue’s reach and establishes it as a community-centric space. Tailoring mutual benefits can foster long-lasting and fruitful partnerships.

Marketing Offers

Irresistible Offers for New and Existing Customers

For New Customers:

• Introductory Discounts: Offer first-time visitors a discount on their initial ticket purchase.
• Bundle Deals: Provide a package deal that includes a ticket, a drink, and a snack at a reduced combined price.
• Referral Bonuses: Encourage word-of-mouth by offering discounts to those who bring new attendees to the venue.
• Complimentary Backstage Tours: Give newcomers a behind-the-scenes look to enhance their first-time experience.

For Existing Customers:

• Loyalty Programs: After a certain number of shows attended, offer a free ticket or exclusive seating.
• Early Access: Give dedicated patrons first dibs on tickets for high-demand shows.
• Exclusive Merchandise: Offer limited-edition merchandise available only to frequent attendees.
• Members-Only Events: Hold special events or shows just for members or loyal customers.

Sample Classified Ads for a Concert Venue Business

• “Electrifying Nights Await!” Discover the city’s best live music at [Venue Name]. Experience unforgettable performances this weekend!
• “Where Music Comes Alive!” Step into [Venue Name] and feel the rhythm. Exclusive discounts for first-time attendees.
• “Sonic Bliss Awaits You!” Join us at [Venue Name] for an immersive musical experience. Check out this month’s line-up now!
• “Epic Tunes, Epic Times!” Dive into a world of musical wonder at [Venue Name]. Secure your spot now!
• “Unlock Musical Magic!” Every night is a journey at [Venue Name]. Don’t miss out; book your tickets today!

Simple Marketing Ideas for Your Concert Venue Business

• Local Partnerships: Collaborate with nearby businesses like restaurants and cafes for mutual promotions.
• Social Media Countdowns: Generate buzz by counting down days to a significant event or concert on platforms like Instagram and Facebook.
• Pop-Up Events: To draw attention, hold unexpected mini-concerts or open mics in popular local areas.
• Engage with Music Bloggers: Have local music influencers review or promote your venue and upcoming events.
• Merchandise: Create eye-catching merchandise like t-shirts and caps that fans would love to wear. This not only brings in extra revenue but also serves as free advertising .
• Attend Local Fairs: Set up a booth at community events or fairs, showcasing upcoming shows and offering on-the-spot ticket deals.

Remember, the essence of successful marketing lies in understanding your audience and constantly innovating to keep them engaged and excited.

See our marketing section for articles that will provide ideas to bring awareness to your business.

Overview: Importance of Skill Set Evaluation for Running a Concert Venue Business

Evaluating your skill set is crucial before starting a concert venue business. It ensures you have the necessary competencies to manage the venture effectively. If you lack a key skill, consider either acquiring it through learning or hiring someone with the expertise.

List of Essential Skills for a Concert Venue Business Owner

• Event Management: Ability to plan and organize various concerts and events smoothly.
• Financial Management: Skills in budgeting, financial planning, and bookkeeping for the venue.
• Marketing and Promotion: Competence in developing effective marketing strategies to attract audiences and promote events.
• Communication: Strong communication skills to liaise with artists, vendors, staff, and patrons.
• Customer Service: Ability to provide excellent customer service to enhance the concert experience.
• Negotiation: Skill in negotiating contracts with artists, suppliers, and sponsors.
• Time Management: Efficiently manage time to handle multiple events and tasks.
• Problem Solving: Quick and effective problem-solving abilities to address issues that may arise during events.
• Technical Knowledge: Understanding of audio-visual equipment and technical aspects of stage production.
• Leadership: Capability to lead and motivate a team of staff and volunteers.
• Flexibility: Adaptability to handle unexpected changes and challenges in the entertainment industry.
• Legal Awareness: Basic knowledge of legal requirements and contracts related to event management.

By possessing these essential skills or being willing to acquire them, you can ensure your concert venue business’s smooth and successful operation.

Expert Tips

Improving Your Skill Set with Expert Tips

Whether you’re an expert or a novice in the concert venue business, seeking expert tips can enhance your skills and knowledge.

Experts can discover new techniques, while novices can gain valuable insights to improve their expertise.

See the latest search results for expert concert venue tips to gain tips and insights.

Valuable Resources for Your Concert Venue Business

This section presents resources that provide the latest and most popular information in the concert venue industry.

These resources are beneficial during the startup phase and when your business is fully operational.

By utilizing these resources, you can gain a deeper understanding of the industry, access valuable tips, and continually improve your concert venue business. Stay informed and updated with the help of these valuable resources to ensure the success and growth of your venture.

Trends and Statistics

Understanding the Benefits of Industry Trends and Statistics for Your Concert Venue Business

Examining industry trends and statistics provides valuable insights into the concert venue business.

It helps identify market opportunities, customer preferences, and potential areas for growth and improvement.

Staying informed about industry developments ensures a competitive edge in the entertainment market.

See the latest search results for trends and statistics related to the concert venue industry.

Concert Venue Associations

Exploring the Advantages of Trade Associations for Your Concert Venue Business

Trade associations offer valuable benefits, such as keeping you informed about industry news and providing networking opportunities.

Participating in their organized events can further enhance these advantages, fostering growth and connections within the concert venue industry.

See the search results related to concert venue associations.

Top Concert Venue Business

Gaining Insights from Established Concert Venue Businesses

Analyzing established concert venue businesses can inspire innovative ideas to fill industry gaps or identify overlooked aspects in your own venture.

Learning from successful models can guide you towards improvements and unique offerings in your business.

See the latest search results for the top concert venue businesses.

The Future of the Concert Venue Industry

Understanding the Advantages of Researching the Industry’s Future for Starting a Concert Venue Business

Researching the industry’s future offers aspiring concert venue business owners valuable insights.

It helps anticipate emerging trends, potential challenges, and growth opportunities, providing a strategic advantage in the dynamic entertainment market.

See the search results for the future of the concert venue industry.

Concert Venue Businesses for Sale

Considering the Pros and Cons of Buying an Existing Concert Venue Business

When deciding between buying an established concert venue business or starting from scratch, there are important factors to consider.

Advantages of Buying an Established Concert Venue Business:

• Immediate Revenue: You start earning revenue from the day you take over, bypassing the startup phase.
• Proven Success: The business has a track record, and you know it works with established revenue, profit, and expenses.
• Existing Customer Base: You already have a built-in customer base, saving time and effort in attracting patrons.
• Reputation: The business has built a reputation which can contribute to its success.

Disadvantages of Buying an Established Concert Venue Business:

• Higher Cost: The purchase price is often higher due to the goodwill, which includes acquiring the customer base.
• Resistance to Change: If you want to implement significant changes, it may lead to customer loss and challenges.
• Inherited Reputation: Purchasing the business means taking on its existing reputation, both positive and negative.

Even if there are no exact matches for a concert venue business for sale, exploring available options within the same industry can provide valuable insights. Use the following link to explore opportunities in the concert venue business sector.

Businesses for sale: See the latest results for a concert venue business and others related to this business model.

Franchise Opportunities Related to a Concert Venue

Considering the Pros and Cons of Buying a Concert Venue Franchise

Before starting a concert venue business, exploring the option of buying a franchise is worth considering, with both benefits and drawbacks to weigh.

Pros of Buying a Concert Venue Franchise:

• Proven Business Model: You can follow the established plan provided by the corporate office, minimizing guesswork.
• Existing Reputation and Marketing: Benefit from the franchise’s established reputation and marketing efforts.
• In-depth Knowledge: You gain insights into the business before diving in, enhancing decision-making.
• Corporate Support: Enjoy support and guidance from the corporate office.

Cons of Buying a Concert Venue Franchise:

• Cost Considerations: Acquiring a franchise can be expensive due to licensing fees and initial investments.
• Limited Autonomy: Major changes require corporate approval, limiting entrepreneurial freedom.
• Restricted Offerings: You must adhere to approved products and services, limiting flexibility.
• Contractual Obligations: Operations must align with the franchise agreement, leaving little room for deviation.
• Ongoing Fees: Franchisees typically pay ongoing franchise fees for continued support and use of the brand.

Even if there are no exact matches for a concert venue franchise, exploring other opportunities in the entertainment industry may uncover related possibilities. Utilize the following link to discover potential franchises in the concert venue business sector.

See the latest search results for franchise opportunities related to this industry.

Knowledge Is Power if You Use It!

Harnessing Knowledge for Your Concert Venue Business

Utilizing knowledge is a powerful tool for success in the concert venue industry.

Online resources offer a wealth of valuable information that can aid you during research, startup, and full operational phases of your business.

Follow the links in the following sections to access essential insights to guide your concert venue venture effectively.

Stay informed and empowered with industry knowledge at your fingertips.

Concert Venue Managers Interviews

Gaining Insights from Concert Venue Business Owners

Interviews with fellow concert venue business owners provide valuable information and diverse perspectives.

Spending time on this section offers crucial insights into the industry and prepares you for what to expect in your venture.

See the search results related to interviews of concert venue business owners.

Concert Venue Business Insights

Utilizing Tips and Insights for Your Concert Venue Business

Exploring tips and insights can spark great ideas, help you navigate potential pitfalls in managing your concert venue business, and enhance your industry knowledge.

It’s a valuable resource for achieving success and making informed decisions in the entertainment industry.

See the latest search results leading to resources about  Concert Venue Business Insights.

Entertainment and Events Publications

Staying Informed with Concert Venue Business Publications

Publications offer an excellent means to stay updated with the latest information about the concert venue business.

They provide valuable insights, trends, and industry news, keeping you informed and well-equipped for success.

See the search results for Entertainment and Events publications.

Entertainment and Events Forums

Engaging in Concert Venue Forums for Industry Insights

Participating in concert venue forums offers access to hot-topic discussions and fosters valuable industry relationships.

Understanding customer perspectives through forums provides invaluable information to enhance your business approach.

See the latest search results related to Entertainment and Events forums.

Benefits of Industry Courses

Industry courses provide excellent opportunities to learn, enhance skills, and stay updated with the latest developments in the field.

They are valuable for professional growth and staying relevant in the industry.

See the latest courses related to Event Management  and our management articles to provide insights and tips on managing Your business.

Concert Venue Blogs

Benefits of Subscribing to Concert Venue Blogs

Subscribing to concert venue blogs offers ideas and industry updates.

By subscribing to various blogs, you can curate a valuable collection that provides a constant flow of relevant information for your business while eliminating less helpful sources.

Look at the latest search results for concert venue blogs to follow.

Entertainment and Events News

Keeping Informed with Entertainment Industry News

Stay updated with the latest developments in the Entertainment and Events industry through news sources.

Set up alerts to receive timely notifications for new media coverage.

Gaining Insights from Concert Venue Industry Videos

Watching videos about the concert venue industry provides valuable tips and insights.

Additionally, related videos on YouTube often offer unexpected topics that broaden your understanding of the business.

See the links to YouTube Videos Below.

• Videos related to starting a concert venue business can be found here.

Privacy Overview

Writing a Business Plan for a Concert and Event Promoter

For people that are highly experienced in the field of music, entertainment, and nightlife – concert and event promotion can be a highly lucrative business. These businesses require an individual that has an extensive understanding of street marketing as well as the use of social media. Since our inception, Deutsch and Thomas has worked with a number of concert and event promoters of all sizes. We can work very closely with you to showcase how you will contract with musical groups and other artists in order to promote their event on an ongoing basis. It should be noted that we've also worked with a number of touring companies that operate in a similar capacity for one specific client. Within each business plan be complete, we focus substantially on the methodologies in which the business will use to attract artists that will use the concert and event promotion business in order to sell tickets to their shows. This is clearly outlined through the extensive business plan we can develop for you.

As with all business plans developed by Deutsch and Thomas, we always include a full five-year financial model that features a profit and loss statement, cash analysis, balance sheet, breakeven analysis, and business ratios page. We include all the necessary industry research specific for a concert and event promotion business while concurrently showcasing the demographic profiles of the artist will be recruited to use the company services. We also thoroughly discussed the demographics of the people that are targeted for events that are promoted by the business. As these companies expand they are good candidates for working capital lines credit for further expansion capital from private investor. This, as well as many other issues are always addressed in each plan developed by us.

We have extensive experience in the field of concert and event promotion, Deutsch and Thomas can work very closely with you to develop the business plan to your exact specifications. If you are interested in having a professionally written business plan for your concert and event promotion business – please feel free to contact us anytime at 646-216-9844 or through the contact us form on this website.

7 Essential Strategies for Concert Promotion Business Success

• Published: October 2, 2023
• By: Yellowbrick

Are you passionate about music and interested in starting your own concert promotion business ? The concert industry is booming, with millions of music lovers attending concerts and festivals every year. As a concert promoter, you have the opportunity to bring artists and fans together, create memorable experiences, and make a profit in the process. However, starting and running a successful concert promotion business requires careful planning, strategic thinking, and effective execution. In this article, we will explore seven essential strategies to help you succeed in the concert promotion industry.

1. Develop a Strong Business Plan

Before diving into the concert promotion business, it’s crucial to develop a comprehensive business plan. This plan should outline your goals, target audience, budget, marketing strategies, and potential revenue streams. A well-thought-out business plan will serve as a roadmap for your concert promotion journey, helping you stay focused, organized, and accountable.

2. Build Relationships with Artists and Venues

Building strong relationships with artists and venues is key to the success of your concert promotion business. Attend local shows, network with musicians, and establish connections with venue owners and managers. These relationships will not only help you secure quality acts for your concerts but also negotiate better deals and build a solid reputation in the industry.

3. Understand Your Target Audience

To create successful concerts, it’s essential to understand your target audience. Research their musical preferences, demographics, and buying behaviors. By gaining insights into your audience, you can curate lineups and experiences that resonate with them, increasing ticket sales and attendee satisfaction.

4. Develop a Strong Online Presence

In today’s digital age, having a strong online presence is crucial for any business, including concert promotion. Create a user-friendly website that showcases your upcoming events, provides information about the artists, and allows fans to purchase tickets easily. Leverage social media platforms to engage with your audience, share exciting updates, and run targeted ad campaigns to reach potential attendees.

5. Implement Strategic Marketing Campaigns

Effective marketing is essential for promoting your concerts and attracting a large audience. Utilize various marketing channels, such as social media, email marketing, influencer partnerships, and local press coverage, to create buzz around your events. Craft compelling messaging and visuals that highlight the unique aspects of your concerts and appeal to your target audience.

6. Provide Memorable Experiences

Concert-goers today are looking for more than just live music; they want memorable experiences. Consider incorporating unique elements into your concerts, such as interactive installations, art exhibits, food vendors, or immersive themes. These additional experiences will set your concerts apart, create a buzz, and encourage attendees to spread the word.

7. Prioritize Logistics and Operations

Successful concert promotion requires meticulous attention to logistics and operations. From securing the appropriate permits and licenses to managing ticketing, security, and crowd control, every aspect of your event needs to be carefully planned and executed. Partnering with experienced professionals, such as event planners and production teams, can help ensure smooth operations and a seamless concert experience.

In conclusion, starting and running a successful concert promotion business requires a combination of strategic planning, relationship-building, marketing prowess, and operational excellence. By following these seven strategies, you can increase your chances of success in the competitive concert industry. Remember, the key to success lies in understanding your audience, curating memorable experiences, and staying ahead of industry trends. So, go ahead and turn your passion for music into a thriving concert promotion business!

Key Takeaways

• Developing a strong business plan is crucial for the success of your concert promotion business. It will serve as a roadmap and keep you organized and accountable.
• Building relationships with artists and venues will help you secure quality acts and negotiate better deals.
• Understanding your target audience’s preferences and behaviors will help you curate lineups and experiences that resonate with them.
• Establishing a strong online presence through a user-friendly website and social media engagement is essential in today’s digital age.
• Implementing strategic marketing campaigns across various channels will create buzz and attract a large audience.
• Providing memorable experiences beyond live music will set your concerts apart and encourage attendees to spread the word.
• Prioritizing logistics and operations, including permits, ticketing, security, and crowd control, is crucial for a seamless concert experience.

Consider taking the NYU Business of Entertainment online course and certificate program offered by Yellowbrick to further enhance your knowledge and skills in the concert promotion industry. This program will provide valuable insights into the business side of the entertainment industry and equip you with the tools and strategies to succeed.

Enter your email to learn more and get a full course catalog!

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Guide to Concert Promotion for Indie Artists

Estimated reading time: 6 minutes

Concert promotion is key to organizing a successful live event. After all, if people don’t know about your show, they’re not going to go.

Table of Contents: • Importance of concert promotion • Benefits of effective concert promotion • Key elements of a concert promotion strategy • Know your audience • Set goals and objectives • Budget and allocate resources • How to create a promotional strategy for concerts • Online promotion • Offline promotion • Public relations and media outreach • Ticketing platforms and partnerships • Keep fans engaged throughout the process • Making the most of your gig

Importance of concert promotion

If you want to attract attention, generate ticket sales, and create a buzz, you’re going to need to promote your show. And in the process, concert promotion also helps you establish your brand, build a fan base, and increase your visibility in the music industry.

Benefits of effective concert promotion

When done right, concert promotion will create anticipation and excitement for your upcoming show. Promoting your show is an obvious way to fuel your online presence through social media activity, and it can be a chance to engage with fans and create a community around your music.

Ultimately, though, concert promotion is all about increasing ticket sales and maximizing your revenue. Not only will larger crowds buy more merch, your promotional efforts can help you secure sponsorships or partnerships with local businesses, which can open doors to additional marketing resources and financial support.

Key elements of a concert promotion strategy

To successfully promote your upcoming concert, you need to know your audience, set goals, determine a budget, allocate resources, create a promotional strategy, leverage ticketing platforms, form partnerships, and keep fans engaged through your email and social media channels. You can also try grassroots strategies , like busking or performing acoustic shows leading up to your concert to engage with the local community.

Know your audience

Knowing your audience is the foundation of effective concert promotion. This isn’t surprising. You probably already know who your music is for. But by spelling out their age ranges, interests, preferences, and even where they live, you can tailor your marketing efforts to reach them more efficiently. Do some market research and communicate with your fans and musical peers to gain a better understanding of your audience.

Set goals and objectives

What do you aim to achieve with your concert promotion? Are you looking to sell a certain number of tickets, increase awareness, or attract media coverage? You might say yes to all three, but setting clear, measurable goals will allow you to track your progress so you can evaluate the success of your promotional efforts.

For instance, your goal might be to sell 500 tickets for your show. By setting this goal, you can focus on strategies and tactics that drive ticket sales, like social media advertising campaigns, influencer collaborations, or pre-sale discounts.

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Budget and allocate resources

Determining your promotional budget and allocating resources effectively are important components of concert promotion. Establish a realistic budget to cover marketing and promotion expenses, venue rental, sound and production costs, and other costs associated with the show. Then, when it comes to promotion, prioritize things that will have the biggest impact on your target audience.

For example, if your target audience spends a significant amount of time on Instagram, consider spending money on social media advertising campaigns or hiring a social media manager to engage with fans and promote your concert effectively on that platform.

How to create a promotional strategy for concerts

To create a comprehensive marketing campaign you’ll need to:

• Use online and offline promotion
• Launch a public relations and media campaign
• Maximize the use of ticketing platforms and partnerships

Online promotion

Online promotion plays a central role in concert promotion strategies. Use social media platforms such as Facebook, Instagram, Twitter, and TikTok to connect with your audience, build anticipation, and create a buzz around your concert.

• Social media platforms. Make sure you have a strong presence on social media and that you regularly engage with your fans. Share behind-the-scenes content, announce ticket sales, run contests and giveaways, and collaborate with influencers to expand your reach.
• An event website or landing page. Create a dedicated website or landing page for your concert where fans can find all the necessary information, including ticket purchasing options, your artist bio , event details, and FAQs.
• Email marketing. Build an email list of fans and potential attendees and send out regular newsletters and updates — especially when you’ve got a concert to promote. Use email marketing tools to personalize your messages and segment your audience based on their interests and location for your most effective messaging.

Offline promotion

• Traditional media channels. Reach out to local radio stations, TV channels, and print publications to secure interviews, features, and promotional spots. Don’t forget school radio or TV stations! Write a compelling press release highlighting the unique aspects of your concert and send it to relevant media outlets.
• Outdoor advertising. Use posters , flyers, and other outdoor advertising methods to create awareness. Select high-traffic areas and target locations frequented by your audience.
• Collaborate with local businesses and influencers. Partner with local businesses, influencers, and relevant community organizations to cross-promote your concert. Get creative: partner with a local clothing store to give away CDs or merch with a purchase that meets a particular threshold or collaborate with popular local influencers who can help spread the word.

Public relations and media outreach

Write a compelling press release that highlights the unique selling points of your concert, such as special guest performances or charitable initiatives. Include relevant details and contact information for media inquiries. Include a press release and concert info in your electronic press kit .

Research local media outlets, journalists, and influencers who cover music events like yours. Be sure to personalize your messages and follow up a day or two after sending out your release.

Ticketing platforms and partnerships

If the venue you’re playing doesn’t have its own online ticketing platform, compare platforms such as Eventbrite or TicketSpice to find one that suits you. Look for features like easy integration with your website, mobile ticketing options, and analytics to track sales and audience data. And leverage concert listing and promotion sites like Bandinstown to spread the word, build an email list, and link fans to your ticketing platform.

Look for potential sponsors and influencers who appeal to your audience. Reach out to them with partnership proposals, highlighting the mutual benefits of collaboration. This could include social media promotion, branding opportunities, or exclusive meet-and-greet experiences.

Keep fans engaged throughout the process

Keeping your fans engaged and excited will help build momentum and drive ticket sales. Here are a couple of strategies to accomplish this.

• Create blog posts, videos, and behind-the-scenes content to provide a sneak peek into the concert experience. Share stories, interviews, and interactive content to build anticipation.
• Encourage your fans to share their concert experiences on social media using a designated hashtag. Highlight these posts on your social media platforms, run contests and giveaways, and offer incentives for fans to engage and spread the word.

Making the most of your gig

Selling a lot of tickets to your is great, but don’t forget to sell CDs , vinyl LPs , and merch, too! Gig sales are a band’s bread and butter.

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Concert Promoter

Career Overview

Concert Promoters organize shows by booking talent, securing venues, and marketing their events.

Alternate Titles

Talent Promoter, Promoter

Avg. Salary

Salary Range

$28K-$187K 1

Table of Contents

Career Description

Career outlook, career path, experience & skills, education & training, additional resources.

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How To Become a Concert Promoter

People also ask.

What does a concert promoter do?

Do concert promoters make money?

Who is the largest concert promoter?

What is the difference between a concert promoter and a producer?

San Francisco Concert Promoter Robbie Kowal of HUSHConcerts says, “I like to say we’re not in the music business, we’re in the people business. Bill Graham used to be famous for saying that. Our job is taking care of the boring stuff behind the scenes so madness can ensue. What does that mean?

“We have broken it down to anywhere from sixty to eighty individual tasks to be done to run a successful show. Each one of these details is no more important than the others. For instance, there’s getting the right artist and the right venue, making an offer to the artist, agreeing to a deal with the artist, booking support, getting the artwork done and approved, and building the marketing and advertising plan.

“Then you start getting into twenty different tasks just in marketing, [including] four different things on Facebook, and knowing how to use your own email list most effectively. All these different things go into promotion of the show. You have to do the hotels, ground transport, backline , get them the schedule of load in and load out times, all those production things.

“Any one of them, if done incorrectly, can shut down the entire show. When the artist is flying in and your guy isn’t there to pick them up, the artist will be pissed. That’s a problem.

“[It’s the same] if you use the wrong photo or misspell something in the flier. If you pick the wrong date, artist, or venue, that can change everything too. At the show itself, maybe the sound isn’t mixed right or the lighting isn’t arranged the way the artist wants it. It’s very detail-oriented and math-driven.”

Since Concert Promoters have a hand in all aspects of throwing an event, they work with a wide variety of people, including Talent Buyers , Personal Managers , Booking Agents , Nightclub Managers , DJs , Club Promoters , Poster Artists , Public Relations Counselor , Advance Person , Tour Publicist , musicians, and Lighting Technicians .

Concert promoters play a pivotal role in the live music industry by orchestrating and overseeing the various elements involved in staging a successful concert or a similar kind of event. At the core of their responsibilities is the intricate task of liaising between artists, venues, and other stakeholders to bring live music experiences to audiences. It sounds simple enough, but it is far from it.

Concert promoters are essentially the architects of almost every concert. They’re responsible for negotiating contracts with artists and their teams, securing suitable venues, and meticulously planning logistical details such as ticketing, sound engineering , and stage setup. They navigate the ever-changing landscape of the music industry, utilizing their (hopefully) keen understanding of audience preferences and market trends to curate events that resonate with large crowds that should, in theory, make everyone involved money.

The average annual salary for a Concert Promoter is approximately $78,600. Concert Manager salaries can range from $28,000 to $187,000.

“We never made what people consider a full-time salary until very recently,” Kowal says. His experience is not atypical. He says, “An independent Promoter gambles on every show they do. If the band gets paid in advance and the club gets paid, we only get paid after everybody else gets paid out.”

“It took years and years to get it right. Small-scale concert promotion is the riskiest role in the entire business. Anybody can do it, but to build a sustainable business is very difficult. All the successful Promoters who make money have some other source of income that helps to support it.”

“Another Planet, for example, own the Independent, have exclusive booking arrangements with the Fox Theater and get the bar at the Fox Theater — no matter what happens to the Promoters, the bar always makes money. As an independent Promoter, there are certainly times at a club where you’ll get part of the bar but it’s very rare.”

Concert promoters have the potential to generate serious revenue…though it’s not a guarantee. One primary source of income for concert promoters is the profit earned from ticket sales. Promoters negotiate deals with artists and venues, calculating the budget for the event and determining ticket prices to cover costs while ensuring a profit margin.

Additionally, promoters may earn revenue through sponsorships and partnerships with brands looking to align themselves with specific events or genres. While some of that money may go to the promoter, the musicians themselves, as well as the venue, from time to time, may also insist on getting in on that action.

Furthermore, savvy concert promoters diversify their income streams by exploring ancillary financial avenues. This can include merchandise sales at events, concession deals, and even streaming rights for live performances.

It’s important to note that a concert promoter’s financial success depends on factors such as the popularity of the artist, the efficiency of event planning, and the ability to effectively market and promote the concerts. While there are potential financial rewards, the industry also carries inherent risks, and success often requires a combination of business acumen, industry connections, and a deep understanding of the ever-evolving dynamics of the live music landscape.

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Concert Promoters handle business activities during the day and spend evenings and weekends at shows — both their own and those put on by others. For many, though, concert promotion isn’t the only way they earn a living.

Kowal says, “I do like four or five things in music to make a living. It’s just like being a guy in a band; he’ll play in another band, he’ll teach lessons. If you really want to do this, you have to be willing to do anything and that’s the first point I would make.

“It’s one of those things everyone wants to do like being the quarterback of the Denver Broncos or something. If you want to be that person you have to not only have talent but you have to work harder, work longer hours, do the things people won’t. If you’re not willing to work hard you should look elsewhere. There are probably people who just walk into stuff but they’re certainly the exception.”

The nature of the business itself is turbulent. Kowal says, “Even if you think everything will go right with a hot band, a hot club, and a great night, it can go wrong. Some Promoters really play nasty with each other and actively try to put each other out of business but luckily not in my market. If people are at your show, they’re not going to be at theirs.

“The way things are working today with dance music talent, it used to take three or four years for an artist to establish themselves and sell out a club. Today with social media an artist can put out a track on YouTube, it picks up steam on SoundCloud and pretty soon they have the ability to sell 500 tickets.”

“The Promoters and Talent Buyers have never even heard of the guy; the Booking Agent calls us and says ‘this guy is super hot.’ [We put on the show and] we do well, but next time maybe he’s not as hot. The up-and-down is tough.”

Live Nation Entertainment is widely recognized as the largest concert promoter globally. Live Nation is a prominent entertainment company that operates in various aspects of the live music and events industry, and some would call them a monopoly of sorts. They are involved in concert promotion, ticket sales, artist management, and venue operations. Live Nation’s dominance extends to many countries, and its is known for organizing a vast number of concerts and events featuring a diverse range of artists and genres.

Advancement in this career means booking bigger name acts, pulling in more money, and ultimately, being able to make your living off concert promotion. Most Promoters begin their careers as Interns with a concert promotion company, serving as Assistants, then throwing their own small-scale gigs. Others start as performers themselves.

Kowal explains his own career trajectory: “I was a touring DJ for a long time before I became a Concert Promoter. [HUSH co-founder] John and I met because he was booking me as a DJ and at the time I had this DJ residency at this really small bar. It was aimed at funk and soul geeks and every week I’d make a little newsletter to put on the bar so people would know what I was concentrating on that week.

“People started emailing me to find out what was going on and before I knew it I had thousands of followers. Before I knew it I had the power to deliver human beings to a club and I had venues. (The neat part was I could get into shows for free and they’d also book me to DJ.)

“John Miles, who was a little more advanced than me [in his career], was promoting at a few tiny bars and clubs. He would book me to DJ and see I was delivering and drawing in people through my newsletter so we talked about it and decided ‘Why don’t we put some shows on together?’

“Early on it was really simple. I would book the bands and DJ; people would show up or not show up. I had the idea I wanted to put on a funk festival. I had read this book about what funk really means and I wanted to put on a festival that spoke to that. It was pretty naive and ambitious.

“In 2001 I was still working a day job to support myself and right around August 2001 John and I found a guy who would give us $10,000 to put on a funk festival. We decided to do it and started working on it. John was already a Production Manager for a local jazz festival so he knew how to do stuff like that.

“I quit my day job on September 5th, 2001 and we know what happened on September 11th. We went from ‘hey, we’re launching a funk festival at the perfect time’ to ‘we’re launching a festival and starting a company at a time when people really don’t want to party.’

“The whole landscape changed. It’s an incredibly risky business. So many things can go wrong. It wasn’t like I could go back and get another day job; I really had to stick it out because there wasn’t anything available. We were very poor for a very, very long time.”

To land a first job in concert promotion, Kowal advises “the first thing to do is build a resume. Don’t even reach out till you know how to use Photoshop, how to use Excel and writing. Start your own blog or contribute to one so you know how to create copy and content. With the people who come to us and write for blogs, I can read their work, and these skills are invaluable to someone like me.

“[On the other hand] I’ve had people come to us and show us their resume and they don’t have the skillset yet. I say, ‘Go out and learn these things.’ They come back, and at this point, I don’t have time. Either come to me with these skills or it’s useless to me. It’s amazing when someone comes to us and has those skills and I don’t have to teach them.”

“Build those skills first, go to a lot of shows and find out which club you want to work for or which Promoters. Where would you want to spend your time? You can find out a lot.

“Some people don’t even think about that stuff and are like ‘I’ll take anything.’ You should think about that stuff because your life could change tomorrow. Make sure you’re spending your very precious time on this earth with people you want to spend time working with, in the places you want to be doing it, even if it means you have to wait longer.”

“Make some art. Learn how to get a good picture in a nightclub. Learn how to create content. Learning how to promote is communicating to people and learning how to create great content is a key part of that communication. Start a blog on what happens in bars at your college, or start the coolest blog on the music scene around your college.”

“Learning how to create great photos and turning that into Facebook posts or something is the difference, in some cases, between an internship and a job — and it’s fun. Whatever you’ve created, you’ve done essentially what I did with my newsletter twenty years ago.”

“I wanted people to come out and see me DJ, so I taught myself Photoshop and graphic design and designed pretty much 60% of our art. You can easily tell I never had graphic design training so some of it sucks but it saved us $250 a show and that’s real.”

“Learn now to be a performer of one kind or another — whether it’s learning to DJ or play guitar. To some degree, as Promoters our job is a sacred responsibility. Take the time to learn how difficult it is to play music (and especially in front of other people); it takes years or months.”

“You want to learn that process so when someone comes to play, you can help set up their gear or at least know what they’re going through. The people who come to work for me have to maintain that standard. We don’t slack because doing so would be letting the artist down.”

“We have a responsibility to the artists who put their careers in our hands. Understanding that artistic process is really important. Ex-musicians can sometimes be very good production professionals. They get the gravity of what we’re trying to do.”

How To Get Started

Diving into a career as a concert promoter opens the door to an exhilarating journey within the music industry. If you’re fueled by a passion for music and a desire to orchestrate unforgettable experiences, here are a few ways you get started. Of course, there’s no one right way to find a path into this field, but these are a great launching point.

• Start your own company

Consider taking the entrepreneurial route by establishing your own concert promotion company. This option provides the ultimate creative freedom, but demands a comprehensive understanding of the industry, strong networking skills, and a willingness to navigate the challenges of running a business. Okay, so this isn’t the best way to begin this journey, but it’s also not out of the question–especially for those with some experience.

• Volunteer for nonprofits organizing concerts

Get hands-on experience by volunteering for nonprofit organizations that organize concerts or events. This not only allows you to immerse yourself in the practical aspects of concert promotion, but also offers a chance to build connections within the industry. It’s probably easier to find a role at a charity than in a for-profit firm, so volunteering can be an ideal beginning.

• Take on an internship

Seek out internships with established concert promoters or entertainment companies. Internships provide a structured learning environment, allowing you to grasp the nuances of the industry, develop valuable skills, and build a foundation for your future endeavors. Just like volunteer positions, these may be an easier way in when you’re just getting started and don’t have enough experience to find a full-time career.

• Find an entry-level position at an independent concert booking company

If you think you’ve got the goods to be attractive to a company, feel free to look for entry-level positions with independent concert booking firms. These roles may involve tasks such as assisting with logistics, coordinating events, and learning the ropes of the concert promotion business from experienced professionals. It’s a hands-on approach that lets you learn while contributing to the success of live events.

Whichever path you choose, remember that persistence and a proactive approach are key. Attend industry events, network with professionals, and stay abreast of industry trends. The journey to becoming an independent concert promoter is as much about learning from experiences as it is about building relationships and a solid foundation in the multifaceted world of live music promotion .

The roles of a concert promoter and a producer in the music industry, while slightly related, involve very different responsibilities. A concert promoter is primarily responsible for organizing and promoting live events, such as concerts and music festivals. Their tasks include negotiating contracts with artists, securing venues, managing logistics, and marketing the event to attract an audience. Concert promoters are the driving force behind bringing live music experiences to the public.

On the other hand, a producer in the music industry typically focuses on the creation and recording of music. Producers work closely with artists in the studio, guiding the recording process, and overseeing the technical aspects of music production. Their responsibilities can include selecting and arranging songs, working with session musicians, and ensuring the overall quality and artistic vision of the recorded material. While producers contribute significantly to the creation of music, their role is more centered on the studio and the production of audio recordings than anything to do with a live show.

In addition to writing skills, Kowal says “there are some basic software things you can do” to make yourself competitive. “Become an expert in Excel. It’s everywhere in our industry and you basically have a bunch of people who are shitty at math having to do a lot of math. That’s why Excel is our friend.

“It’s something people could get really good at before coming to work. You have to know how to read a spreadsheet, how to read a contract and look for where those poison pills are in the contract. If you don’t catch those things you’re screwed.”

Also important: “Graphic design training or having a familiarity with Photoshop at the very least. [Learn] Illustrator if possible, because you never know when you’re going to have to make your own art or resize someone else’s. Quickbooks is pretty important. [Although] some companies use it and some don’t.

“Go to a lot of concerts of all different kinds, not just the kind you like. Go to a rock show, a classical performance, a jazz show, an EDM festival. Go and stand back maybe fifty feet to the side of the stage, diagonally, and watch what happens between the sets. The artist finishes. What happens when the artist comes offstage and the next comes on?

“Look at the fencing, where the security is, who’s driving around in golf carts and what they’re doing, watch the Bartenders for a while and see how many people they serve in a minute and count it. Break it down in those little details because when you get your first internship or assistantship, those things are really important.”

“I can’t teach that to someone; they have to learn it themselves. Go to a show and watch the business operations of the show. But if you don’t really want to be a Promoter, don’t do that — because once you start looking at shows that way it’s hard to go back to just enjoying the show.”

“We need people who are very detail-oriented,” Kowal says. “There are essentially three different kinds of Promoters. [There are] the ones who made a bunch of money selling weed and want to throw a party.

“[There are] the ones who are paid to party with people and deliver bodies to a club; you see it more in New York City or Los Angeles. (Clubs are clubs. It doesn’t matter who’s playing, people just want to go there.)

“Then you get the live music model that’s essentially music-driven. That’s a lot more tricky because you need to find the specific audience for that kind of music and get them to come out.”

“You have to not only be passionate about it, but very disciplined. You have to love the music and have a gut instinct for what other people like. When I started I thought it would be super fun and all about the passion of it, but what I didn’t realize at the time is this is probably the most business management training anyone could ever want.”

“You get management training and learn how to manage a staff of volunteers, plus marketing management.”

• Think Critically At Concerts

Becoming an independent concert promoter is not just about enjoying the music–it’s about honing a critical perspective that will set you apart in the world of live events. Attending concerts with a discerning eye is not merely an exercise in observation, it’s a strategic approach to understanding the nuances that make or break an event. Every detail, from the timing of performances to the intricacies of lighting, security measures, and the ticketing experience, contributes to the overall success of a concert.

Thinking critically at concerts is a crash course in event management, providing valuable insights into the logistical challenges and solutions that go unseen by the average attendee. By keenly observing the ebb and flow of a live event, you can gain an understanding of what works seamlessly and what might cause frustration for the ticket holders. This heightened awareness lays the groundwork for informed decision-making when you step into the role of a promoter.

Consider the timing of events, for instance. A well-paced schedule ensures a continuous flow of energy and entertainment, preventing moments of boredom that can disengage the audience. Through critical observation, you can discern the delicate balance required to keep the audience captivated from start to finish and balance that with the needs to the crew setting up for each musical act.

The lighting design is another facet that demands careful consideration. Beyond enhancing the visual spectacle, lighting sets the mood and can elevate the entire concert experience. As a promoter, this insight empowers you to collaborate effectively with lighting professionals, creating an immersive atmosphere that resonates with your audience.

Security is a paramount concern at any live event, and thinking critically about crowd management and safety measures will equip you to plan and execute events that prioritize the well-being of attendees. This understanding becomes particularly crucial when considering the logistics of larger-scale concerts, when crowds can become dangerous in the blink of an eye.

Watching the ticketing experience can shed light on potential pain points and areas for improvement. A seamless ticketing process contributes to the overall satisfaction of attendees, ensuring a positive first impression and encouraging repeat attendance. The worst case scenario for a promoter would be tickets not selling because of a technical issue or because the process is unwieldy.

In essence, thinking critically at concerts is a form of apprenticeship, an investment in your future as an independent concert promoter. It allows you to anticipate challenges, envision improvements, and, most importantly, appreciate the intricacies of live events. This mindset not only empowers you to innovate within the industry, but also helps you navigate the constraints and realities that may limit certain changes.

Finding a mentor or working for a concert promoter is a great way to learn the ins and outs of the concert promoting industry, but it’s not the only option. If you don’t have anyone to teach you these things–or even if you do–thinking critically when attending shows can be one of the best educations in this exciting field.

• Terminology

As with any industry, there are a lot of words, phrases, and terms that are used commonly when it comes to booking concerts that might not be familiar to those who aren’t in that world. There are too many to list all of them that might come up in someone’s journey to becoming a concert promoter, but here are 20 that are especially important or which are commonly used.

Advance – A payment made to artists or their representatives before the actual event, typically a percentage of the agreed-upon fee, to secure their commitment.

Box Office Split – An agreement between the concert promoter and the venue on how ticket revenue is divided, typically expressed as a percentage.

Concession Agreement – A contractual arrangement between the concert promoter and vendors for the sale of food, beverages, and other goods at the event venue.

Dead Day – A day in the schedule without any events, allowing for setup or teardown activities, essential for managing tour logistics effectively.

Event Insurance – Insurance coverage that protects against potential losses or liabilities associated with organizing and hosting a concert.

Gate Receipts – The total revenue generated from ticket sales at the venue’s entrance, a key factor in calculating the overall success of an event.

Guarantee – The minimum payment agreed upon for the artist, irrespective of the actual ticket sales or revenue generated by the event.

House Lights – The general lighting in a venue, usually dimmed during performances and raised during breaks or intermissions.

Load-Bearing Capacity – The maximum weight a venue’s stage or structure can support, crucial for ensuring safety during performances with heavy equipment.

Load-In Crew – The team responsible for transporting and setting up equipment and stage elements for a concert.

Load-In/Load-Out – The process of bringing equipment into and out of the venue before and after a concert.

Radius Clause – A contractual agreement limiting an artist from performing within a specific geographic radius for a specified period before and after a scheduled event.

Rider – A set of contractual requirements requested by an artist, covering specific needs such as technical equipment, backstage amenities, or catering.

Secondary Market – The resale market for event tickets outside of the official primary ticketing platform.

Settlement – The final financial reconciliation between the concert promoter and the artist, covering fees, expenses, and any other financial agreements.

Soundcheck – A rehearsal session before a concert where the audio equipment and levels are tested to ensure optimal sound quality during the performance.

Technical Rider – A section of the contract detailing the technical requirements for a performance, including sound, lighting, and stage specifications.

Ticket Scalping – The unauthorized resale of event tickets, often at inflated prices, by individuals or entities not associated with the official ticketing process.

Tour Routing – The strategic planning of concert dates and locations for an artist’s tour to optimize travel, costs, and audience reach.

Venue Capacity – The maximum number of attendees a venue can accommodate legally and safely, a crucial factor in planning and promoting events.

• Talk To People

Embarking on a journey as a concert promoter requires more than just a passion for music–it demands a nuanced understanding of the industry’s inner workings. One of the most invaluable resources at your disposal is the wisdom of those already entrenched in the field. Engaging in candid conversations with seasoned professionals can provide unique insights, guidance, and a realistic perspective on the challenges and triumphs of concert promotion.

When you talk to industry veterans, ask about their beginnings. Enquire about the paths they took to enter the world of concert promotion. Discovering the diverse routes people have taken can offer inspiration and help you tailor your own approach. Delve into the skills they found crucial for success, and ask about the ones they wish they had possessed when starting out. This insider knowledge is akin to a compass, steering you away from potential pitfalls and guiding you towards honing the skills that truly matter in the live music event landscape.

Professionals in the industry often have unique stories about surprises and unexpected lessons learned along the way. Understanding the unforeseen challenges they encountered and overcame provides you with a practical education that textbooks can’t offer.

Additionally, reach out and ask to talk about their perspectives on the future of the concert promotion industry. Industry veterans can offer valuable foresight into emerging trends, technological shifts, and evolving audience expectations, allowing you to position yourself strategically and adapt to the ever-changing landscape.

Not all Concert Promoters go to college, but the academic training, internship opportunities and networking possibilities can be tremendously helpful. For example, Kowal says to be successful in his industry “the first thing is writing. Learn how to write. I don’t mean 140 characters and I don’t mean a blog post.

“Learn how to write a press release and effectively communicate in long-form. Turn it into short form and then into shorter form so it works for whatever the outlet is. Learning how to write teaches you how to organize your thoughts and effectively communicate a point and in the case of a show, your point is why you should spend money to go see this band.

“I’ve had people come to work with me who can’t write a complete sentence and they don’t last very long. Read books, not just magazines, and take communication classes. Learn how to write copy. That’s incredibly useful in concert promotion.”

However, much of the education required to be a successful Concert Promoter is learned only through trial and error while on the job. Kowal says this includes “learning how to be cautious, to really do the math, then just trust your gut. Really the only power the Promoter has is to pass, to walk away if the Agent wants too much money or something.

“Let somebody else take that stupid deal. Everyone wants to do the shows they want to do and thinks their taste is everyone else’s taste but it’s just not true. And it’s a really good way to lose a ton of money really quickly.

“My advice to anyone who wants to be an independent Promoter is 1) don’t do it and 2) intern with a small company or small club and learn how the real world works. If you go to a big company you’ll be opening mail or answering phones.”

“If you intern with someone like us you’ll learn how promotion and production really work. Then throw a party, see what works. Do a small party so if you lose all that money you’ll be ok. [Do it] just to see if you like it.”

Promoters usually aren’t members of a union or association but professional opportunities for networking exist via conferences such as PollStar Live! , Aspen Live , and IEBA .

What is the single biggest suggestion you would give to someone wanting to get into this career?

“Build your skill set while you have time. You know how they say guitarists have to go out to the woodshed and practice for a year before they go on stage? [You should] woodshed. Know how to shoot photos, set up a DJ booth, etc. Theoretically, you should also have some job experience so we know  you  know how to show up to work on time.”

“The most important thing is the ability to communicate and make a point; that comes from reading books and writing. Anyone who wants to get into this business has to read certain books like  How Music Works  by David Byrne. The second book is  Bill Graham Presents , the official autobiography of Bill Graham, the guy who created our industry.”

“ Mansion on the Hill  is about David Geffen and Neil Young; it’s a look at the modern concert industry and where it came from in terms of record labels. There’s  Last Night a DJ Saved My Life  for dance music.”

“Those books will give you an idea of what we do and if you want to do it. I recommend David Byrne’s book to anybody; it’s about how scenes work and so on. All these books are fun to read and fascinating.”

What’s the #1 mistake people make when trying to get into this career?

“Throwing a show before they’re ready. There are more people trying to do it than can. There are people who’ve been around for a long time who have the relationships you don’t and you’ll be left with lesser choices. That’s the biggest mistake people make, when they’re like, ‘I just want to throw this party. I know it’s going to work.’

“They lose a lot of money and it’s the last thing they ever do. Make a real budget and a real spreadsheet. Do the math beforehand.”

“Or, they go too big too soon. Agents and Managers prey on people like that. Before you do anything, go to work for a club or a small Promoter. Book a small show, and learn how to do it on a small scale with very little risk. Do your own little thing before you try to do something bigger.”

“The skills are the same for the small shows as the big shows and sometimes you can even learn more. You learn what people’s expectations are and how to manage them, how to build culture and a community. Do something cheap and small and not risky.”

If you could describe in one word what makes you successful, what would it be?

“I would say focus. It’s not just one word. Focus, detail-orientation, and humility. Humility is so important. Everything I’m telling you has been learned through making some bitter mistakes and through knowing how your situation changes constantly.”

“How we used to do it may not be relevant today, so you have to maintain humility and know the twenty-year-old kid who walks into your office for an internship may know more about marketing to a certain audience than you do. I embrace that and I love that about this job.”

“I love learning from people who are hungry and love music and want to make things happen. They’re like me twenty years ago. They love the music and the culture. It’s like, ‘what can you bring to the table?’ It’s not like, ‘I’m the boss.’ It’s an attitude of shared empathy and perseverance.”

Robbie Kowal

Concert Promoter Robbie Kowal  is the Founder/Creative Director of San Francisco Bay area concert promotion company HUSHconcerts. They have hosted shows by Flaming Lips, Flying Lotus, The Orb, Giorgio Moroder and Wu-Tang Clan — to name just a few. HUSH is well-known in the Bay area for organizing the SF Funk Festival, Sea of Dreams, and North Beach Jazz Fest.

In 2006, Kowal was the first DJ to ever play a silent disco in the US, at that year’s Bonnaroo festival. Kowal makes music as Motion Potion ; his latest project is  Subterranean Homemade Alchemy,  an album of Radiohead remixes, edits, and mashups, with all proceeds going to charity. His work as a Promoter has been featured in the LA Times , San Francisco Examiner , SF Weekly , LA Mag , and Billboard .

• 1 Multiple. "Concert Promoter Salary" . Comparably. published: . retrieved on: Dec 16, 2019

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Concert and Event Promoter Business Plan and SWOT Analysis

Concert and Event Promoter Business Plan, Marketing Plan, How To Guide, and Funding Directory

The Concert and Event Promoter Business Plan and Business Development toolkit features 18 different documents that you can use for capital raising or general business planning purposes. Our product line also features comprehensive information regarding to how to start a Concert and Event Promoter business. All business planning packages come with easy-to-use instructions so that you can reduce the time needed to create a professional business plan and presentation.

Your Business Planning Package will be immediately available for download after your purchase.

• Bank/Investor Ready!
• Complete Industry Research
• 3 Year Excel Financial Model
• Business Plan (26 to 30 pages)
• Loan Amortization and ROI Tools
• Three SWOT Analysis Templates
• Easy to Use Instructions
• All Documents Delivered in Word, Excel, and PDF Format
• Meets SBA Requirements

Concert promoters operate within a very exciting industry given that they are able to work with a number of musical acts as well as artists that are looking to perform in a live venue. Concert promoters, once established, are generally very profitable businesses given that they are able to receive a portion of the sale from each ticket. Additionally, many concert promoters generate significant incomes based on the fact that they are able to provide outsourced marketing for a number of musical groups and other artists that fly by performing in a live environment.

A concert promoter business plan should have a three-year profit and loss statement, cash analysis, balance sheet, breakeven analysis, business research page, and a very well-developed marketing plan that will be used in conjunction with both obtaining clients will consist of musical artists and groups as well as how to market specific events to the general public.

Even more important than the business plan is the marketing plan. As stated earlier, concert and event promoters you have a very well-developed marketing plan so that they can properly obtain service contracts for promoting individual music and artistic acts. Additionally, a second marketing plan needs to be developed so that the business can effectively market any specific promotion to the general public. This usually consists of using radio advertisements, social media, online advertisements, and guerrilla style marketing that will allow individuals have a specific interest in a specific genre of music to find out about the specific event promotion. Approximately 35% to 50% of a concert promoters underlying expenses revolve around marketing costs.

Once the marketing plan and business plan has been developed, a concert and event promoter SWOT analysis should also be conducted so that an understanding of the strengths, weaknesses, opportunities, and threats can be properly assessed to ensure that the business is going to be economically viable. As it relates to strengths, these businesses are generally able to remain profitable in most economic climates given that attending a concert or event is considered to be a low-cost form of entertainment. For weaknesses, much like any other entertainment businesses there is a substantial amount of competition among companies that want to acquire someone’s entertainment dollar. Concert events compete with movies and sporting events as it relates to obtaining an audience. For opportunities, one of the ways that concert and event promoters expand their operations is by developing ongoing service relationships with musical artist and artistic groups that need specific marketing as it relates to their host events. For threats, one of the common threats faced by these businesses is that many artists look to stream concerts online and as such they do not have nearly the same attendance that they did for certain genres 10 years ago. However, given this is a low-cost form of entertainment there really are no ongoing flats outside of a potential economic recession and competitive issues that need to be dealt with on an ongoing basis.

Music Festival Business Plan [Sample Template]

By: Author Tony Martins Ajaero

Home » Business Plans » Entertainment Sector » Music Sector

Are you about starting a music festival company? If YES, here is a detailed sample music festival business plan template & FREE feasibility report.

If you are a good event organizer and you have what it takes to organize and promote events that people will be willing to pay for, then you should consider starting a music festival business. This is one business that is thriving in the united states of America and in most countries of the world.

As a music festival organizer, you are expected to work on behalf of music artists and promoters in order to successfully organize paid musical festivals. Most music festivals are organized for the purpose of making profit because the music festival organizer spends a lot of money to bring in the musicians, rent the venue, and pay their team members.

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They also have to spend a lot of money in marketing to boost ticket sales. At the end of the day, the most important thing is for them to achieve their primary objective and that is profit.

If you have decided to start a music festival business, you are expected to sit down and map out strategies on how to a raise startup capital, run the business, promote the business as well as how to make profits. Here is a sample music festival business plan template that can help you to start yours as soon as you can.

A Sample Music Festival Business Plan Template

1. industry overview.

Music festival business is grouped under the Concert & Event Promotion industry and players in this industry create, manage and promote live performances and events, ranging from concerts and theater performances to state fairs and air shows.

Some promoters lease space from stadia, arena and theater owners, while others own and operate venues. The origin of music festivals date back to ancient Greece, where such events often involved competitions in music, arts and sports. Modern music festivals in the U.S. grew out of the establishment and ethos of Woodstock.

Though it was not the first event of its kind (the Newport Folk and Jazz Festivals, Milwaukee’s Summerfest and the Monterey Pop Festival predate Woodstock), the 1969 event holds a mythical place within American pop-cultural history.

A 2019 Deloitte survey of millennials—a group that makes up at least 45% of the 32 million people who attend music festivals—finds that 57% of respondents said they prioritized travel and seeing the world over owning a home. For artists, appearing at music festivals is an easier way to make money than depending on record sales or long tours.

A recent report published by IBISWorld shows that the concert and event promotion industry’s success has been the result of continued demand for live entertainment and its value to US consumers. Over the five years to 2019, industry revenue is expected to grow at an annualized rate of 4.6 percent to $33.3 billion, including an increase of 2.3 percent in 2019 alone.

The current period is marked by the growing success of music festivals and rising ticket sales. Billboard Magazine estimates that over 32.0 million Americans attended at least one festival in 2015. These trends, in conjunction with growing per capita disposable income, have fueled industry growth.

Statistics has it that in the United States of America alone, the concert and event promotion industry generate over $33 billion annually from more than 73,811 registered and licensed concert and event promotion companies (music festival organizers inclusive).

The industry is responsible for the employment of over 263,969 people. Experts project the music groups and artist industry to grow at a 4.6 percent annual rate between 2014 and 2019. Please note that the companies holding the largest market share in Concert & Event Promotion in the US are Live Nation Entertainment Inc. and The Anschutz Corporation.

The concert and event promotion industry cannot be said to be oversaturated despite the fact that the entry bar for starting such business is dependent on the sponsors. As a music festival organizer, if you are creative and hardworking, you can successfully create your own steady market. It is safe to say the industry is still growing especially with the advent of new social media platforms.

Some of the factors that encourage entrepreneurs to start their own music festival organizing business could be that the business is easy to set up, the startup capital is affordable and the running cost can be put at the minimum level; you can actually start your own music festival business from the comfort of your home. All you need to do is to create an office somewhere in your house.

One good thing about a music festival organizing business is that even if you decided to start it in the United States of America, your market will not be restricted to entertainers or musical artists in the U.S.; the world will be your target market.

Many thanks to the internet that has made the world a global village. All you need to do is to strategically position your music festival organizing business on the internet and you will be amazed at the rate international musical artists from all parts of the world would want to perform in your musical festival event.

2. Executive Summary

One Nation® Music Festival, Inc. is a concert and event promotion company with strong niche in organizing world – class music festivals within the United States.

The company will be based in East Rutherford – New Jersey. One Nation® Music Festival, Inc. is a client-focused and result driven concert and event promotion company that provides broad-based experience at an affordable fee that won’t in any way put a hole in the pocket of our clients.

At One Nation® Music Festival, Inc., our client’s best interest would always come first, and everything we do is guided by our values and professional ethics. We will ensure that we hire professionals who are experienced in a wide variety of concert and event promotions.

One Nation® Music Festival, Inc. will at all times demonstrate her commitment to sustainability, both individually and as a firm, by actively participating in our communities and integrating sustainable business practices wherever possible.

We will ensure that we hold ourselves accountable to the highest standards by meeting our client’s needs precisely and completely. Our plan is to position the business to become the leading brand in the industry, and to be amongst the top 20 concert and event promotion companies in the United States of America within our first 10 years of operation.

This might look too tall a dream but we are optimistic that this will surely come to pass because we have done our research and feasibility studies and we are enthusiastic and confident that East Rutherford, New Jersey is the right place to launch our business before spreading to other parts of The United States.

One Nation® Music Festival, Inc. is founded by Mr. Tony Angelo and his wife Tammy Angelo. The organization will be managed by both of them since they both have tangible experience working at various capacities within the entertainment and event promotion industry in the United States.

As a matter of fact, Mr. Tony Angelo is a notable figure in the entertainment industry in the United States and the wife had worked with the team responsible for organizing the Grammy Awards.  Mr. Tony Angelo graduated from both University of California – Berkley (First Degree), and University of Harvard (MSc.).

3. Our Products and Services

One Nation® Music Festival, Inc. is going to offer varieties of services within the concert and event promotion and entertainment industry in the United States of America. Our intention of starting our concert and event promotion company is to make profits from the industry and we will do all that is permitted by the law in the US to achieve our ambition. Our business offerings are listed below;

• Organizing music festival at community, city, state and international stages
• Managing venues (e.g. arenas, amphitheaters, clubs and stadiums)
• Booking talent, including musicians and performers, for events
• Promoting and marketing events
• Organizing logistics for events (e.g. concerts, tours, shows, festivals and pageants)

4. Our Mission and Vision Statement

• Our vision is to build a concert and event promotion brand that will attract the highest number of attendees in any music concert not just in East Rutherford – New Jersey, but throughout the United States of America.
• Our mission is to provide professional concert and event promotion services that will assist music artists, businesses and non-profit organizations in maximizing their talent.
• We are to position the business to become the leading brand in the concert and event promotion business in the whole of New Jersey, and also to be amongst the top 20 concert and event promotion companies in the United States of America within the first 10 years of operation.

Our Business Structure

One Nation® Music Festival, Inc. will build a solid business structure that can support the growth of our business. The fact that we want to become one of the leading concert companies in the United States makes it highly necessary to deliberately build a well – structured business from the onset.

We will ensure that we hire people that are qualified, hardworking, creative, customer centric and are ready to work to help us build a prosperous business that will benefit all the stake holders.

As a matter of fact, profit-sharing arrangement will be made available to all our senior management staff and it will be based on their performance for a period of five years or more as agreed by the board of trustees of the company. Below is the business structure that we will build One Nation® Music Festival, Inc.;

• Chief Executive Officer

Entertainment Lawyer/Legal Secretary

Concert and Event Promotion Manager

Admin and HR Manager

Marketing Executive

• Front Desk Officer

5. Job Roles and Responsibilities

Chief Executive Office:

• Increases management’s effectiveness by recruiting, selecting, orienting, training, coaching, counseling, and disciplining managers; communicating values, strategies, and objectives; assigning accountabilities; planning, monitoring, and appraising job results
• Creates, communicates, and implements the organization’s vision, mission, and overall direction – i.e. leading the development and implementation of the overall organization’s strategy.
• Responsible for fixing prices and signing business deals
• Responsible for providing direction for the business
• Responsible for signing checks and documents on behalf of the company
• Evaluates the success of the organization
• Reports to the board
• Responsible for drawing up contracts and other legal documents for the company
• Advise artists and the organization accordingly before producing their music album or singles
• Produces information by transcribing, formatting, inputting, editing, retrieving, copying, and transmitting text, data, and graphics; coordinating case preparation.
• Provides historical reference by developing and utilizing filing and retrieval systems; recording meeting discussions; maintaining transcripts; documenting and maintaining evidence.
• Updates job knowledge by participating in educational opportunities; reading professional publications; maintaining personal networks; participating in professional organizations.
• Responsible for interviewing and hiring vendors, selecting and ordering materials, negotiating rates, coordinating the sequence of events, following up with guests and vendors and producing full-scale events.
• Plan, design and produce music festival events while managing all project delivery elements within time limits
• Liaise with artists and sponsors to identify their needs and to ensure customer satisfaction
• Conduct market research, gather information and negotiate contracts prior to closing any deals
• Provide feedback and periodic reports to stakeholders
• Propose ideas to improve provided services and event quality
• Organize facilities and manage all event’s details such as decor, catering, entertainment, transportation, location, invitee list, special guests, equipment, promotional material etc.
• Ensure compliance with insurance, legal, health and safety obligations
• Specify staff requirements and coordinate their activities
• Cooperate with marketing and PR to promote and publicize event
• Proactively handle any arising issues and troubleshoot any emerging problems on the event day
• Conduct pre- and post – event evaluations and report on outcomes
• Research market, identify event opportunities and generate interest
• Responsible for overseeing the smooth running of HR and administrative tasks for the organization
• Maintains office supplies by checking stocks; placing and expediting orders; evaluating new products.
• Defining job positions for recruitment and managing interviewing process
• Carrying out induction for new team members
• Responsible for training, evaluation and assessment of employees
• Responsible for arranging travel, meetings and appointments
• Oversee the smooth running of the daily office activities.
• Identify, prioritize, and reach out to new partners, and business opportunities et al
• Identifies development opportunities; follows up on development leads and contacts
• Writing winning proposal documents, negotiate fees and rates in line with company policy
• Responsible for handling business research, marker surveys and feasibility studies for clients
• Responsible for supervising implementation, advocate for the customer’s needs, and communicate with clients
• Document all customer contact and information
• Represent the company in strategic meetings
• Help increase sales and growth for the company
• Responsible for preparing financial reports, budgets, and financial statements for the organization
• Provides managements with financial analyses, development budgets, and accounting reports
• Responsible for financial forecasting and risks analysis.
• Performs cash management, general ledger accounting, and financial reporting for one or more properties.
• Responsible for developing and managing financial systems and policies
• Responsible for administering payrolls
• Ensuring compliance with taxation legislation
• Handles all financial transactions for the company
• Serves as internal auditor for the company

Client Service Executive

• Welcomes guests and clients by greeting them in person or on the telephone; answering or directing inquiries.
• Ensures that all contacts with clients (e-mail, walk-In center, SMS or phone) provides the client with a personalized customer service experience of the highest level
• Through interaction with clients on the phone, uses every opportunity to build client’s interest in the company’s products and services
• Manages administrative duties assigned by the manager in an effective and timely manner
• Consistently stays abreast of any new information on the company’s products, promotional campaigns etc. to ensure accurate and helpful information is supplied to clients when they make enquiries

6. SWOT Analysis

One Nation® Music Festival, Inc. engaged the services of a core professional in the area of business consulting and structuring to assist the firm in building a well – structured concert and event promotion company that can favorably compete in the industry.

Part of what the team of business consultant did was to work with the management of our organization in conducting a SWOT analysis for One Nation® Music Festival, Inc. Here is a summary from the result of the SWOT analysis that was conducted on behalf of One Nation® Music Festival, Inc.;

Our core strength lies in the power of our team and the location of our business. We have a team that can attract first – class music artists from any part of the world; a team that can effectively manage music artists. We are well positioned and we know we will attract loads of sponsors and attendees in any location we choose to organize our music festival.

As a new talent management agency, it might take some time for our organization to break into the market and attract some good music artists to perform in our festival; that is perhaps our major weakness. Another weakness is that we may not have the required cash to promote our business the way we would want to.

• Opportunities:

Household disposable income, which is affected by changes in interest rates, wages, taxes and employment, can influence demand for and expenditure on performing arts events held by Concert and Event Promotion industry operators.

Since industry events are discretionary, lower per capita disposable income results in weaker demand. Per capita disposable income is expected to increase in 2019, representing a potential opportunity for the industry.

It is worthy to note that many nonprofit establishments in this industry rely on federal funding, particularly grants from the National Endowment for the Arts, an independent agency established by Congress in 1965 to provide funding and support for projects deemed to have significant artistic merit.

Nonprofit establishments can put on more shows if they are given a higher amount of government funding. Federal funding for creative arts is expected to decrease in 2019, representing a potential threat to the industry.

7. MARKET ANALYSIS

• Market Trends

The concert and event promotion and entertainment industry is in a continuous state of evolution and as such, ground breaking strategies and ideas that are once highly successful are no longer as productive as they were in times past.

Close observation of the trend in the industry reveals that the past few years has seen the rise and proliferation of social media and new tech tools. The trend also extends to increased attention paid to engagement and new market segments, adopting eco-friendly measures and sustainability when planning events, and of course increase in demands from event sponsors.

As a matter of fact, social media has now become one of the most important tools music festival promoters/organizers leverage on to disseminate information about their events, interact with attendees, solicit feedback, and create year-round engagement with their target audience.

When we talk about the business side, music festivals have become more streamlined by the advent of big music promoters over the last decade. Putting on a festival is a challenge, between having to pay artists enough to secure their performances, needing to sell a certain number of tickets in order to be successful, the additional costs of insurance and the risks of bad weather.

Large corporate live music promoters, such as Live Nation or AEG Live, have, in recent years, acquired hefty controlling stakes in some of the country’s biggest festivals. Their organizational capacity helps to manage ticketing and other factors that come into play in organizing a festival.

After purchasing a controlling interest in Bonnaroo in 2015, Live Nation this year bought the remaining stake to gain total control of the festival. Live Nation also controls, or partially controls, festivals like Lollapalooza and Austin City Limits, among several dozen others.

Lastly, music itself has changed, thus making festivals a bigger attraction for listeners. As streaming becomes one of the most popular ways to listen to music, sales of tickets and merchandise make up the bulk of fans’ expenditures on music.

8. Our Target Market

As an all – round concert and event promotion outfit, One Nation® Music Festival, Inc. organizes a wide range of music festivals hence we are well trained and equipped to services a wide range of clientele.

Our target market cuts across people of different classes and from all walks of life. We are coming into the industry with a business concept that will enable us attract first class music artists. Below is a list of the people and organizations that we have specifically designed our services for;

• Blue Chips Companies (Sponsorship)
• Corporate Organizations (Sponsorship)
• Religious Organizations (Sponsorship)
• Music Artists (Performers)
• Households / Families (Attendees)
• Residents in the locations where we will host our music festival

Our Competitive Advantage

We are quite aware that to be highly competitive in the concert, event promotion and entertainment industry means that you should be able to attract first – class music artists and you should be able to meet the expectations of both participants and sponsors.

One Nation® Music Festival, Inc. might be a new entrant into the industry in the United States of America, but the owners of the business are considered gurus. They are highly qualified concert and event promotion professional in the United States.

Lastly, our employees will be well taken care of, and their welfare package will be among the best within our category in the industry meaning that they will be more than willing to build the business with us and help deliver our set goals and objectives.

9. SALES AND MARKETING STRATEGY

• Sources of Income

One Nation® Music Festival, Inc. is established with the aim of maximizing profits in the concert, event promotion and entertainment industry and we are going to ensure that we do all it takes to attract clients on a regular basis. One Nation® Music Festival, Inc. will generate income by offering the following services;

• Organizing music festivals at community, city, state and international stages

10. Sales Forecast

We are well positioned to take on the available market in the U.S. and we are quite optimistic that we will meet our set target of generating enough income/profits from our first six months of organizing music festival and grow the business and our clientele base beyond East Rutherford to other cities in New Jersey and other states in the U.S.

We have been able to examine the concert and event promotion market, we have analyzed our chances in the industry and we have come up with the following sales forecast. The sales projections are based on information gathered on the field and some assumptions that are peculiar to startups in East Rutherford – New Jersey.

Below are the sales projections for One Nation® Music Festival, Inc., it is based on the location of our business and the wide range of concert and event promotion (music festival) services that we will be offering;

• First Fiscal Year (FY1): $250,000
• Second Fiscal Year (FY2): $650,000
• Third Fiscal Year (FY3): $1.1 million

N.B: This projection was done based on what is obtainable in the industry and with the assumption that there won’t be any major economic meltdown and natural disasters within the period stated above. Please note that the above projection might be lower and at the same time it might be higher.

• Marketing Strategy and Sales Strategy

We are mindful of the fact that there are stiff competitions amongst concert and event promotion companies in the United States of America, hence we have been able to hire some of the best business developers to handle our sales and marketing.

Our sales and marketing team will be recruited base on their vast experience in the industry and they will be trained on a regular basis so as to be well equipped to meet their targets and the overall goal of the organization. We will also ensure that our excellent job deliveries speak for us in the marketplace; we want to build a standard concert and event promotion business that will leverage on word of mouth advertisement from satisfied clients.

Our goal is to grow our concert and event promotion company to become one of the top 20 companies in the United States of America which is why we have mapped out strategies that will help us take advantage of the available market and grow to become a major force to reckon with not only in the East Rutherford but also in other cities in the United States of America.

One Nation® Music Festival, Inc. is set to make use of the following marketing and sales strategies to attract clients;

• Introduce our business by sending introductory letters alongside our brochure to corporate organizations, schools, households, music artists managers and key stake holders in East Rutherford and other cities in New Jersey.
• Promptness in bidding for concert and event promotion contracts from the government and other cooperate organizations
• Advertise our business in relevant business magazines, newspapers, TV and radio stations
• List our business on yellow pages ads (local directories)
• Attend relevant international and local expos, seminars, and business fairs et al
• Create different packages for different category of sponsors in order to work with their budgets and still deliver quality concert and event promotion (music festivals)
• Leverage on the internet to promote our business
• Engage direct marketing approach
• Encourage word of mouth marketing from loyal and satisfied clients

11. Publicity and Advertising Strategy

We have been able to work with our brand and publicity consultants to help us map out publicity and advertising strategies that will help us walk our way into the heart of our target market. Below are the platforms we intend to leverage on to promote and advertise One Nation® Music Festival, Inc.;

• Place adverts on both print (community – based newspapers and magazines) and electronic media platforms
• Sponsor relevant community – based events / programs
• Leverage on the internet and social media platforms like; Instagram, Facebook, twitter, YouTube, Google + et al to promote our brand
• Install our Billboards in strategic locations all around East Rutherford – New Jersey.
• Distribute our fliers and handbills in target areas
• Ensure that all our workers wear our branded shirts and all our vehicles are well branded with our company’s logo et al.

12. Our Pricing Strategy

When it comes to pricing for music festivals, it is in two – folds. Firstly, pricing packages for sponsors and secondly prices for attendees (music festival access fee / ticket)

At One Nation® Music Festival, Inc. we will keep our fees below the average market rate for all of our sponsors and attendees by keeping our overhead low and by collecting payment in advance.  In addition, we will also offer special sponsorship discounted rates to startups, nonprofits, cooperatives, and small social enterprises who want to sponsor our music festival.

• Payment Options

The payment policy adopted by One Nation® Music Festival, Inc. is all inclusive because we are quite aware that different customers prefer different payment options as it suits them but at the same time, we will ensure that we abide by the financial rules and regulation of the United States of America.

Here are the payment options that One Nation® Music Festival, Inc. will make available to her clients;

• Payment via bank transfer
• Payment via online bank transfer
• Payment via check
• Payment via mobile money transfer
• Payment via bank draft

In view of the above, we have chosen banking platforms that will enable our clients make payment for sponsorship deals and tickets without any stress on their part. Our bank account numbers will be made available on our website and promotional materials to clients who may want to deposit cash or make online transfer for our services.

13. Startup Expenditure (Budget)

Starting a concert and event promotion (music festival) business can be cost effective because, on the average, you are not expected to acquire expensive machines and equipment.

What you should be concerned about is the amount needed to secure a standard office facility in a good and busy business district, the amount needed to furnish and equip the office, purchase the required software applications, pay bills, promote the business and obtain the appropriate business license and certifications. These are the key areas where we will spend our startup capital on;

• The total fee for incorporating the Business in the United States of America – $750.
• The budget for basic insurance policy covers, permits and business license – $2,500
• The amount needed to acquire a suitable Office facility in a business district 6 months (Re – Construction of the facility inclusive) – $40,000.
• The cost for equipping the office (computers, software applications, printers, fax machines, furniture, telephones, filing cabins, safety gadgets and electronics et al) – $ 5,000
• The cost for organizing our first music festival (most venues are paid up front, and they get paid whether the concert is successful or not. The average cost to rent an arena is around $20,000/night while the average cost to rent an amphitheater is around $10,000/night. Smaller clubs cost less, but their capacity is also less.) – $50,000
• The cost of launching our official Website – $600
• Budget for paying at least one employee for 3 months plus utility bills – $10,000
• Additional Expenditure (Business cards, Signage, Adverts and Promotions et al) – $2,500
• Miscellaneous: $1,000

Going by the report from the market research and feasibility studies conducted, we will need over two hundred and fifty thousand (250,000) U.S. dollars to successfully set up a medium scale but standard music festival business in the United States of America.

Generating Funds/Startup Capital for One Nation® Music Festival, Inc.

One Nation® Music Festival, Inc. is a family business that will be owned by Mr. Tony Angelo and his wife Tammy Angelo. They decided to restrict the sourcing of the startup capital for the business to just three major sources. These are the areas we intend generating our startup capital;

• Generate part of the startup capital from personal savings
• Source for soft loans from family members and friends
• Apply for loan from the bank

N.B: We have been able to generate about $50,000 (Personal savings $40,000 and soft loan from family members $10,000) and we are at the final stages of obtaining a loan facility of $200,000 from our bank. All the papers and documents have been duly signed and submitted, the loan has been approved and any moment from now our account will be credited.

14. Sustainability and Expansion Strategy

It is easier for businesses to survive when they have steady flow of business deals. We are aware of this which is why we have decided to organize a wide range of music festivals and other related services. We know that if we continue to deliver excellent concert and event promotion services, there will be steady flow of income for the organization as a result of attracting sponsors and attendees.

Our key sustainability and expansion strategy is to ensure that we only hire competent employees, create a conducive working environment and employee benefits for our staff members.

In the nearest future, we will explore the options of either selling out franchise or expanding our scope beyond East Rutherford – New Jersey to other major cities in the United States of America. We know that if we implement our business strategies, we will achieve our business goals and objectives in record time.

Check List/Milestone

• Business Name Availability Check: Completed
• Business Incorporation: Completed
• Opening of Corporate Bank Accounts: Completed
• Opening Online Payment Platforms: Completed
• Application and Obtaining Tax Payer’s ID : In Progress
• Application for business license and permit: Completed
• Purchase of Insurance for the Business: Completed
• Conducting Feasibility Studies: Completed
• Generating part of the startup capital from the founder: Completed
• Applications for Loan from our Bankers: In Progress
• Writing of Business Plan: Completed
• Drafting of Employee’s Handbook: Completed
• Drafting of Contract Documents: In Progress
• Design of The Company’s Logo: Completed
• Printing of Promotional Materials: Completed
• Recruitment of employees: In Progress
• Purchase of the needed furniture, office equipment, electronic appliances and facility facelift : In progress
• Creating Official Website for the Company: In Progress
• Creating Awareness for the business (Business PR): In Progress
• Health and Safety and Fire Safety Arrangement: In Progress
• Establishing business relationship with music artists, vendors and key players in the industry: In Progress

Live & Touring

The russian music industry and concert promotion in asia, europe.

In this piece, we hear from Moscow-based concert promoter Sophie Chicanova on how the Russian music industry works, why good streaming numbers don’t always translate to ticket sales, and how the live music business is fairing in Asia and Europe

Guest post by Rutger Ansley Rosenborg of Chartmetric

Although she is a consultant for Korean concert promotion company MyMusicTaste, Sophie Chivanova is based where the East and West converge: Russia. And that gives her a pretty unique perspective on the state of  live music in Asia and Europe during the coronavirus pandemic .

Having graduated from the National University of Kiev with a BS in Computer Science, the data-driven Chivanova also co-founded two Russia-based live music companies, giving her more than eight years of experience in the European and Asian markets.

Sophie was formerly the Head of Europe & the Commonwealth of Independent States (CIS, i.e., nine Eurasian countries with Russian as their official language) at MyMusicTaste, which has offices in Korea, Los Angeles, and Moscow. The data-driven concert promotion company has organized concerts for GOT7, MONSTA X, Kehlani,  The xx , and many more in 30+ different countries around the world — all based on fan requests.

In Part 1 of our conversation with Sophie, we discuss the Russian music industry, whether streams translate to ticket sales (at least pre-coronavirus), and the state of live music in Europe and Asia.

The Russian Music Industry

From the Western perspective, Russia may come across as somewhat of an enigma, but with Spotify going online in Russia and 12 other Eastern European markets in July 2020, music may begin to tear down that wall.

According to Sophie, the Russian market is a bit isolated, in no small part thanks to the language barrier. As a result, the live music market is huge with local Russian and CIS artists, which comprise the main portion of all live music in Russia.

However, some genres are blooming for locals  and  foreign artists. In fact, some international Hip-Hop artists are bigger in Russia than other places in Europe and Asia, according to Sophie. Meanwhile, other genres like Blues Rock and  Country  are “ridiculously small.”

Still, not everyone was happy about Spotify’s launch. After all, Russia already had Apple Music and local music services Vk (comparable to Facebook) and Yandex (comparable to Google). So, another tech company entering the fray in Russia was likely more exciting for Spotify than it was for Russian music fans.

Do Streams Translate to Ticket Sales?

In our June conversation on  Career Strategies and the Future of Live Music With Paradigm Talent Agency’s Diana Gremore , we broached the subject of whether streams actually translate to people buying tickets for an artist’s concert, at least pre-coronavirus.

Sophie’s assessment was the same as Diana’s: not necessarily. But in Russia, the discrepancy seems to be far more pronounced, affecting even international superstars like Luis Fonsi.

I do remember ‘Despacito’ author Luis Fonsi coming to Moscow, to a big venue of 7K or 8k capacity and selling around 800 tickets…. That’s all you need to know about streaming vs. ticket sales…. Or think of Tekashi69. I love the boy, his music videos are huge … but imagine if he sells as many tickets as his music videos are getting views. It’s crazy, but it’s not happening. And it’s not going to happen, because there is a correlation … but it’s not that you can throw out this coefficient of, ‘Okay, this million views, and these tickets sold.’

Interestingly, however, more niche genres tend to demonstrate more predictability when it comes to this correlation, and that’s largely because they are more community-based, according to Sophie. When it comes to mainstream genres like Pop and Hip-Hop, it becomes harder and harder to predict.

The State of Live Music in Asia and Europe

With her many years operating in the Asian and European live music markets, Sophie has a keen sense for the particularities of each. That said, when it comes down to it, the West and East seem to share more similarities than differences.

• In  Europe , there are many countries and cities, which makes it a huge market for local and foreign artists, whether they’re from Asia, the West, or the CIS. Europe is open for all artists from all over the world, with American artists trending more in the UK and in Germany and less in Russia.
• In  Asia , there are less target cities for foreign artists, but the local market is the local market, like it is anywhere in the world. However, it’s important to think carefully about which foreign artist to bring in, as touring hasn’t been that massive in Asian markets. Artists don’t have a lot of venues to choose from, especially in Seoul, South Korea, where there are really only two or three 500-700 capacity rooms. It’s also tricky to cater to Korean tastes.
• In the  United States , however, there aren’t a lot of indie, mid-sized, or small promoters, but in Europe and Asia there are. In fact, in each country there is usually an auction of 5-10 names battling for one act.

According to Sophie, “Live music is live music everywhere. Stadium shows are no different in New York, London, Seoul, Hong Kong, or Moscow. Same with club shows.”

Listen to The Russian Music Industry and Concert Promotion in Asia & Europe With Sophie Chivanova on your favorite podcast listening platform here.

You’ve got some interesting points in this article. I would have never considered any of these if I didn’t come across this. Thanks!. fuel assault

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Marketing Prep Work

The first step in our concert marketing guide is laying the foundation – the sooner the better. You’ll want to get to work on marketing as soon as a show is confirmed. The more initial effort you put into marketing the show the better the attendance will be.

Most artists and agents have approved promotional material and press photos to use for marketing. Make sure to request these as soon as possible. First up you’ll need to create the show artwork. If the booking is part of a tour, there is usually an ad mat or art template to use for design. You’ll want the artwork in a few different formats

Required Assets:

• Ticketing Banner (image size depends on ticketing platform)
• Facebook Event Banner (1200 x 628)
• 1:1 Square Social Graphic (1080 x 1080)
• Double Sided Flyer (3”x5”)
• Poster Design (11”x17”)

Just posting the show flyer over and over again isn’t very effective marketing so you’re going to want a variety of assets to use to promote the show. This is where press and performance pics come into play. The more assets you can initially gather the more engaging and varied your marketing will be. Put them all into a folder so they’re easy to find later.

Creating video assets will make concert marketing all the more effective because video outperforms images on every platform. If the concert is part of a tour, the artist may have a video asset already created. If they don’t have a video, request any raw video footage they have and have a video editor put together a show sizzle reel. 

Having the artist create a shout out video is a great way to engage fans for the show. It’s as simple as recording a selfie video with the artist or band saying something along the lines of, “What’s up New York! We can’t wait to play CBGB’s on Friday, March 4th!”

If you’re doing paper campaigns, get the flyers and posters ordered as soon as the art is ready. Production and shipping can take a few weeks so the sooner the order is placed the better to get them in time for the announcement.

All of the work that’s gone into the show so far has been behind the scenes. It’s time to go public with it.

Announce the Show

Next up in our concert marketing guide is getting the word out. Traditionally, the announcement is the first thing that goes public about the concert. If the artist has a fan club or if your venue has a loyal following, it could be a good idea to let them know about the show a day or two before it goes public. It creates goodwill because they know about the show before anyone else which is one way to make them feel special and creates buzz.

The date of public announcement should be set in advance and usually needs to be coordinated with the artist’s management. The concert should be announced eight weeks before the date.

The announcement time should be set when it’s most likely to be seen, generally somewhere between 10 am and 3 pm on a weekday.

If tickets go on sale at the time of the announcement, a ticket link should be included everywhere the concert is listed. If tickets will go on sale at a later date make sure to update all listings when they do.

With the announcement, the basic idea is that you want to make fans and potential attendees of the concert know about it no matter where they are.

• Social Posts: Posts on all of your socials announcing the show
• Facebook Event: Facebook has the most users of any social media platform. Creating an event is a quick and easy way to generate awareness and should be a standard procedure in your concert marketing toolkit. Invite the venue, promoter and artists to be hosts on the event so as many people as possible can see it.
• Website: The show should be listed on your website.
• Concert Listing Sites: While your fanbase probably follows your socials and visits your website, the more you can reach outside of your current network to potential ticket buyers the more people that will attend the concert. Bands In Town and SongKick are concert directories that track most major artists. Fans can follow their favorite artist and be notified when they play in a nearby city.
• Press Release: Get all of the important information about the concert and artist into a press release. Send it out to college radio stations and local publications.
• Email Blast: Feature the announcement in an email blast. If you don’t have an email list, get one started.

Keep Attention on the Show

With the show announced, the third step in our concert marketing guide is to start moving tickets. Every ticket that you sell is an anchor for attendance. When someone buys a ticket to a concert, they often encourage their friends to go. There is nothing more effective than word of mouth marketing for a concert , so your goal is to move as many tickets as you can early on to get as many people talking about it as possible.

Most of the time ticket sales pick up exponentially the week before the show. Again the more tickets you move early on, the better the show will do , so put as much effort as possible into selling tickets early on.

The more sustained attention you can keep on the concert the better. Feature the show in any email blasts that go out after the announcement and before the show. Post about the show on socials and always include a ticket link in every post . You want the easiest path to a ticket sale as possible so make it convenient.

Post about the show on your socials as much as possible. All the work you did initially to gather assets will now pay off because you have a repository of awesome content to use. Organic social posts can definitely help get word out about the show but your audience is limited to the people that follow you on socials. The more that you can reach outside of your following the better. There are a few strategies to do this.

One of the most effective ways is paid campaigns. The Facebook ads network, which includes Instagram, other websites and apps, is an effective medium for reaching potential concert attendees. Using a traffic or conversion campaign directed to your ticketing website is usually your best bet.

You can target people who like the musician or similar musicians. The more precise your targeting, the more relevant the concert will be to them. Broader targeting generally means you reach more people but it comes at the expense of relevance. Keep a close eye on the ad campaigns and make adjustments as needed.

Another tip from our concert marketing guide is to get outside of your following by hosting a “like and share contest.” The basic idea is that you hold a contest for a pair of tickets. To enter the contest, people have to share or retweet content about the concert.

By sharing your content to their network, you reach exponentially more people because it reaches people both in your network and their network. The more people that share the content the more people you reach. This is the same basic principle that facilitates something going viral.

If you printed posters, get them up inside the venue and anywhere else you can post them. It’s worth having agreements in place with other businesses. You can give the business a pair of tickets in exchange for letting you hang up posters in their establishment. Coffee shops are perfect because they often have bulletin boards. Flyers can still be a useful marketing tactic. If you’re using them, designate some concerts in a similar genre at your venue and hand out flyers to attendees as they leave.

One of our best tips is to connect your financial app to your ticketing platform so you can see how each ticket sales impacts your bottom line – as it happens. You won’t have to wait for your ticketing partner to send you weekly or monthly reports and then have to manually enter the data into your accounting software. When you integrate the systems, you get real-time updates and the ability to make earlier, smarter decisions about your budget.

During The Show

During the show make sure to capture as much content as possible. You can easily record stories for Instagram and Facebook with someone’s phone. Stories can be informal , so capturing a quick video is all you need. It’s also a great opportunity to give followers a look behind the scenes of a concert. Hire a photographer to take photos of the show. Make sure to get crowd pics in addition to photos of the band.

After The Show

The “show” isn’t over when the show ends. The final step in our concert marketing guide happens after the show. The day after the concert, post in the Facebook event and thank everyone for coming out. This simple effort can reap long-term rewards in terms of keeping your existing fan base happy and encouraging a new fan base to stay engaged.

If photos from the event require approval from management, make sure they’re submitted as soon as possible. When the photos are approved and ready, you can also add them to the Facebook event. Make sure the photos find their way to albums on socials. People can tag themselves on Facebook which is a great way to keep people talking about the event even after it’s over.

The recommendations in our concert marketing guide are the minimum that should be done for concert marketing. Effective concert marketing requires effort and upfront work. Early effort leads to early ticket sales which results in a greater turnout. The more creative you get with your marketing the more effective it will be , so let this guide serve as a starting point for your concert marketing and build off of it. Want to give Prism’s purpose-built, all-in-one live music management software a try to see how that ticketing sales platform integration works or what automated offer generations look like? Discover what these and so many other capabilities can do for your business. Schedule a free demo of Prism today. 

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Concert Promoter

Also Called Tour Promoter, Promoter

Concert promoters organize and present live music events, taking care of everything from booking talent and securing venues to setting ticket prices and marketing the show. 

Career Communities

• Composition
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• Los Angeles
• New York City
• San Francisco Bay Area

What does a Concert Promoter do?

It's easy to confuse the work of concert promoters with that of talent buyers , booking agents , concert producers , and other behind-the-scenes players in the live music business, and for good reason: there's plenty of overlap. But while a talent buyer books performers for the venue where they work and a booking agent represents performers looking to set up live shows, concert promoters aren't affiliated with a venue or an artist. Rather, they independently plan, market, and sometimes produce live concerts, including single shows, tours, festivals, and special events. 

Promoters need to be as disciplined as they are passionate, able to negotiate intelligently, keep tight control over expenses, and pay careful attention to the myriad details involved in producing a live music event.

For concert promoters, every job begins with budgeting: determining the right amount of money to spend on a concert, tour, or festival in order to maximize returns. Concert promotion is at heart a numbers game, and since promoters assume all of the financial risk for the shows they put on, they have to be sure that the event will be profitable. Success hinges entirely on the promoter's music and market savvy, negotiating skills, and ability to recruit an audience. Once a budget is in place, they might secure performers, pick a venue, and negotiate contracts and fees. Then there's the matter of designing and executing a marketing strategy. Finally, the promoter works with concert/event producers —either in house or third party—to arrange travel, transportation, and lodging for the artist and crew, as well as on-site hospitality; to devise a rider (a set of requests, usually creature comforts) with the artist; and to create a production schedule for load-in, load-out, lighting, and sound. If the event is a festival, the promoter will also hire a festival director and event operations coordinators .

At its heart, concert promotion is the art of creating an audience for a show and can involve almost anything that has to do with filling seats, such as ticketing and quality control. But if that's concert promotion, then why talk about concert production and booking above? The answer is that  most medium- to large-sized concert promotion companies— such as Live Nation or AEG Presents—actually  do much, much more than just promotion. It's common for these companies to own and manage a number of venues where they plan, book, produce, and promote their own shows—the whole live event pipeline. In addition, some even manage their own roster of artists. While a few independent concert promoters remain who create and distribute flyers, help plan radio visits, and organize online media campaigns for shows booked and produced by someone else, concert promotion companies focus on planning and organizing events from start to finish. When people talk about concert promoters, they're often talking about employees of these companies, rather than the independent variety.

At a Glance

The concert-promotion industry is dominated by corporate behemoths like Live Nation and AEG Presents, but small, independent promoters—often operating regionally—have managed to carve out a niche.  Most concert promoters start out producing  or marketing events, concerts, and festivals at their college or within their local area. Some go on to become interns and assistants at concert-promotion companies, where they can advance within their departments, while others found their own independent companies or simply work as freelancers within the DIY music scene. Success as a concert promoter means having the connections and clout to book bigger acts in nicer venues. The best concert promoters have a solid reputation for creating well-attended, talked-about, and financially successful events.

Aspiring concert promoters can get experience by  putting on house concerts in their home or at friend's place—handling the booking, ticketing, promotion, and even production. Entry-level jobs and internships are also available at major concert promotion companies like  C3 Presents ,  Live Nation ,  AEG Presents ,  Bowery Presents ,  Another Planet Entertainment , and  Jam Productions .

• Marketing/publicity
• Event production
• General knowledge of performing artists
• General knowledge of music venues
• Negotiation
• Spreadsheets
• Multitasking

While a love of live music is a helpful quality for any concert promoter, it's not enough to make it in this risky and competitive business. To succeed, concert promoters must be as disciplined as they are passionate, capable of keeping tight control over expenses. They must also be highly detail-oriented, both while planning and producing live events and while sitting at the negotiation table with artists , agents , and managers .

Concert promotion is a consuming job, which requires performing business duties—usually out of an office—by day and attending shows at night and on the weekend. Concert promoters are constantly networking with other music business professionals, and constantly searching for up-and-coming artists with momentum and strong fan bases.  In the lightning-speed world of social media and viral sensations, concert promoters have to be ready at all times to capitalize on changes in the music community.

Grow Your Network

The berklee boost.

Employers look for skills learned in the following Berklee programs.

• Your Project
• MoSCoW Method

What is the MoSCoW Method?

The MoSCoW Method is a prioritization tool that helps professionals in managing their time and effort .

To do so, it proposes to classify the importance of the different characteristics of a product (or a Project) according to their importance .

Its name is an acronym of the 4 Prioritization Categories proposed (adding two “o”):

• M ust Have .
• S hould Have .
• C ould Have .
• W on’t Have .

Four Prioritization Categories

Must Have : Essential Requirements that the product or project must have.

• Critical Features without replacement.

Should Have : Important desired Requirements for the product or project.

• They can be substituted if necessary.

Could Have : Improvements to the product or project.

• There are different alternatives.

Won’t have : Characteristics agreed not to be adopted .

• No one will waste time implementing them.

Let’s see the first example:

MoSCoW Method example

Imagine that you have been hired to create a Website for a Law firm.

They want a professional Site where people can Register and, once inside, track their court cases .

Since you want to deliver the best possible Site on time, you decide to follow the MoSCoW method .

How does it look like?

Must Have :

• Solid programming without any bugs.
• A Solid Register System.
• A Safe and Reliable personal directory.

Should Have :

• A Fast Site.
• An outstanding Design.
• Notifications sent by e-mail.

Could Have :

• Custom menus.
• Suggestions.
• A Blog section with latest news.

Won’t Have :

• Paid content.
• A Public Members section.

As we usually say, this Method may seem obvious.

Then… Why is it important?

Why is the MoSCoW Method important?

Many of professionals end up wasting time , effort and resources on useless task s that are ultimately not essential at all.

Surely you have experienced this situation working in a Team:

• Everyone spends hours modifying a minor feature and, ultimately, the important thing is missing .

That is why this Method is so important:

• Because it concentrates your efforts and forces you to think about what is really important .

As you can imagine, this Tool can be employed in practically all kinds of situations.

But when do we especially recommend it?

When should you use the MoSCoW Method?

We highly recommend to use the MoSCoW Method:

• To put order and prioritization.
• To avoid wasting time with non-essential touch-ups.
• In order to meet the Essential Requirements.
• When the product can have very different characteristics.

Now, let’s see more examples:

MoSCoW Method examples

We have chosen different real examples where the MoSCoW Method can be of great help for the development of certain products.

Let’s begin:

A Wallet - MoSCoW Method example

Let’s imagine that you are developing a wallet .

As you know, wallets are very modular products.

They can have:

• Several or few departments for cards.
• Coin purse… or not.
• 1 or 2 bill slots.

There is not a canonical wallet (one that is the benchmark for all the others).

• That is why you decided to use the MoSCoW Method to develop it.

After some thoughts, you decide that your wallet:

• 2 bill slots.
• 8 compartments for credit cards.
• High resistance materials and sewing.
• Leather as its main material.
• A translucid Credit card compartment.
• A transverse horizontal compartment.
• A striking color on the inside of the bill slots.
• Completely black exterior color.
• One translucid compartment for small photos.
• A Coin purse.
• A Passport compartment.

Making a Cake - MoSCoW Method example

In this example, we’ll imagine that you are preparing a wedding Cake .

• You have a very rigid deadline (the wedding day, of course).

In addition, as you also know, Cakes can have lots of variations.

• We could say they are very modular .

That is why you decide to use the MoSCoW Method.

How does it look?

Well, your Cake:

• White coating.
• Two sugar figurines on top.
• 6 layers of sponge cake inside.
• Belgian chocolate between the layers.
• Decorations on the edges
• Sugar flowers.
• Chocolate balls.
• Scattered sugar pearls.
• Multicolor layers.
• An excessive amount of decoration.
• Fruit flavor.

Designing a Poster - MoSCoW Method example

You are now an artist hired to Design a poster for a Rock concert.

Obviously, this is a Design job with infinite variations possible.

• Also, you have a close deadline to finish it.

No need to mention that you will use the MoSCoW Method.

Finally, the Poster:

• The name of the Main rock band, very prominent.
• Images and colors that best suit their style.
• A typeface that best suits the musical style.
• An illustration related to Rock in the middle.
• The name of the rest of the bands that will play.
• Where and when it will take place.
• Where you can buy the tickets.
• Nearby metro and bus stations.
• The name of the city.
• The maximum capacity of the stadium
• At what time each band will play.

Summarizing

The MoSCoW Method is a prioritization tool that helps professionals in managing their time and effort.

It proposes to classify the importance of the different characteristics of a product in 4 Categories :

• M ust Have.
• S hould Have.
• C ould Have.
• W on’t Have.

Although this Method can be used in all kinds of situations, we highly recommend to use it:

• When working in a team .
• In Design tasks .
• When there is a close deadline .
• With modular products or projects .
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• Simple Plan
• August 18, 2009 Setlist

Simple Plan Setlist at B1 Maximum Club, Moscow, Russia

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Tour: simple plan Tour statistics Add setlist

• Song played from tape Intro
• Generation Play Video
• Take My Hand Play Video
• Shut Up! Play Video
• Jump Play Video
• When I'm Gone Play Video
• Addicted Play Video
• The End Play Video
• Me Against the World Play Video
• Your Love Is a Lie Play Video
• Time to Say Goodbye Play Video
• Save You Play Video
• Promise Play Video
• Right Round / Poker Face / Just Dance Play Video
• Welcome to My Life Play Video
• I'd Do Anything Play Video
• Untitled Play Video
• I'm Just a Kid Play Video
• Crazy ( acoustic ) Play Video
• Perfect Play Video

Edits and Comments

17 activities (last edit by ExecutiveChimp , 25 Aug 2020, 17:56 Etc/UTC )

Songs on Albums

• Take My Hand
• Time to Say Goodbye
• When I'm Gone
• Your Love Is a Lie
• Me Against the World
• Welcome to My Life
• I'd Do Anything
• I'm Just a Kid
• Right Round / Poker Face / Just Dance

Complete Album stats

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Simple plan gig timeline.

• Aug 06 2009 Presqu'ile du lac Osisko Rouyn-Noranda, QC, Canada Add time Add time
• Aug 08 2009 International de montgolfières de Saint-Jean-sur-Richelieu 2009 Saint-Jean-sur-Richelieu, QC, Canada Add time Add time
• Aug 18 2009 B1 Maximum Club This Setlist Moscow, Russia Add time Add time
• Aug 20 2009 Israel Trade Fairs and Convention Center Tel Aviv, Israel Add time Add time
• Sep 24 2009 Metropolis Montreal, QC, Canada Add time Add time

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