When you perform at any musical event, you are going to want to guarantee that the venue has been marketed properly.
Many managers try to handle the promotions themselves, but unless they are experienced marketers they are doing a disservice to their clients. This is why they usually need the services of an experienced concert promoter.
Concert promoters handle the responsibility of marketing and organizing the event. There are a variety of ways in which a concert promoter will help an event:
- Making sure a venue is a good fit for an event
- Generating interest after the event is confirmed through ads and direct marketing
- Coordinating public relations campaigns
- Taking advantage of industry contacts to help generate interest
- Often they will help with handling security, ticket sales decorations, setups and special effects
Concert promoters are essential to promoting your event and can save you a lot of time. However, before you can get anything out of them, you must go about the process of setting up an agreement properly.
First and foremost, you need to find a good regional promoter to work with you. If you are planning on going for a 360 contract with a major concert promoter, then you are going to be spinning your wheels for a while. Big-time promoters are only interested in working with big-time artists. Until you have made a name for yourself, you are not going to get their interest. Regional promoters have local connections that will be very important to you anyways.
There a variety of ways to find a promoter to cover your concert or event. The best place to start is with your own connections. Networking and personal references are essential in the music industry and they should be leveraged when looking for a promoter. You can also check publications such as Pollstar, which also sells directories listing information for similar services you may want to take advantage of.
After you’ve found a prospective promoter, you need to contact them and see if you are a good fit for each other. You will begin by forwarding information about your band, genre, background and all performing experience you have.
If the promoter agrees to take your band on, you need to put together a contract that details the specifics. An AFM Perfomance Agreement covers flat fees, how profits are split, dates and locations. Additional information may go in the rider if necessary. It is also very important to come up with a schedule that will work for everyone. A promoter will help you be realistic about travel time and how many days off it reasonable to take.
Finding a good concert promoter is almost as important as having a good manager. This is a decision that needs to be made carefully. The bottom line is that you need to know your goals and find a promoter who is in sync with them.