Promoter

Music promoters help artists get their music heard by audiences, both in-person by organizing live performances and anywhere else listeners go by ensuring albums are found in record shops and on streaming platforms. They coordinate advertising efforts to generate buzz and increase awareness among potential audiences. Promoters use their intimate understanding of the music industry, music distribution, marketing, and live performances to get music to the widest audience possible in the most efficient means possible, resulting in increased ticket and record sales and overall popularity for the artists they represent.

A career in music promotion is primarily focused on coordination and logistics. Promoters must be adept at scheduling, as they help establish timelines for performances and album releases to maximise their impact. This means ensuring music venue availability, touring appearances, and that all of the record manufacturing and distribution is completed in advance of music releases.

Individual promoters will often focus on a scene or genre they are either part of or are familiar with and start out representing groups for local gigs. Coordinating the scheduling and budgeting at local music venues is often the primary role for independent promoters, while those working for large corporate music promotion companies will also be coordinating with the actual distribution of their groups’ music.

Those hoping to start a career as a promoter are well served by performing themselves to become familiar with the realities of live performance and the work that goes into planning any given show. Degrees in performance or music management can provide valuable experience and networking and help you to get established in your local scene. Those with excellent organizational skills, a keen ear for music, and experience in the performance field can make great music promoters.