Music promotion is a demanding career.
Music promoters essentially work with artists to book gigs, but there's far more to the job than that. A promoter may need to rent venues, organize merchandise and ticket sales, coordinate publicity campaigns and run the actual events. A promoter must be able to negotiate contracts, maximize ticket sales, and think and act quickly in a business known for last-minute changes. Breaking into the field isn't easy, and there aren't many rules for get started. However, a would-be promoter needs to start at the ground level and work her way up to the big time.
Education
Music promoters don't have specific educational requirements, but it does not hurt to study fields that relate to music and management. The student should focus on legal issues like copyright laws, the nuances of production, and the ins and outs of music promotion. Look for a school with a radio station, recording studios and other music elements that offer hands-on experience. Look for programs with current or former producers on the staff. The school should also be in a city with a thriving music scene. Even a small college town will offer more opportunities to work around musicians and other promoters than a rural area with scant nightlife.
Personality
Promoters must be dedicated to their profession and confident in their abilities, and they also must be able to mesh well with people of different personalities. "You have to have a lot of patience," said Jodie Newman of Crazy Pug Promotions in a 2009 interview with Lauren John of Music.co.uk. "You do spend a lot of time on the phone and emailing people, so you have to have pretty good people skills as well. And above all you really need to be passionate about it, otherwise you'd get bored."
Commitment
Aspiring promoters must be willing to dedicate an incredible amount of time to the work. "This gets in your blood and becomes your lifestyle," said Bob Jamieson, 30-year music business veteran and former president and CEO of RCA Music and BMG North America, in a 2003 interview with Artists House Music. "It's demanding. I used to say it's my mistress because it's always there." Newman said the long hours can be tedious and frustrating, but the hard work pays off when you get the "satisfaction of hearing someone rave about a band you're promoting, or how good a night they've had at your gig."
Starting Small
Larry Vallon, senior vice president with National Booking at AEG Live, recommends starting small. In a 2007 interview with Artists House Music, Vallon suggested booking shows for fraternities and other organizations on your college campus or town, and then getting a low-level job in the industry. That job could be handing out fliers, serving drinks or taking tickets at a show, but it's vital to work around a music environment. Pay attention to everything that's around you, learn as much as you can, and meet as many industry people as possible. "Be around as many people as you can be ... that know the business, that you respect and think have done a good job," Vallon said.
Tags: interview with, Artists House, Artists House Music, have have, House Music, interview with Artists, Music promoters