How to Become a Music or Band Promoter

Mar 05, 2020

Learn how to become a music or band promoter. Explore the career requirements and entry-level experiences that can help you start a career in music or band promoting.

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  • 0:01 Music & Band Promoters
  • 0:22 Career Information
  • 0:58 Step 1: Research the…
  • 1:39 Step 2: Earn a Degree
  • 2:26 Step 3: Market Yourself
  • 2:49 Step 4: Network

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Music & Band Promoters

Music and band promoters help musicians and bands book concerts and gain fans. The ability to market bands and plan events while turning a profit requires much organization and careful planning. Travel is often a part of the job, since promoters need to follow their clients to their important events.

Career Information

Degree Level None; bachelor's degree preferred
Degree Field Business, marketing, or related field
Experience Internships can help aspiring promoters gain experience
Key Skills Persuasion, negotiation, speaking, active listening, critical thinking, and time management skills; social perceptiveness; basic computer and social networking skills
Mean Salary (2018)* $90,930 (for agents and business managers for artists, athletes and performers)

Sources: *U.S. Bureau of Labor Statistics, The Princeton Review, O Net OnLine

Music and band promoters should have good communication, social networking and time-management skills. They should also be strong and persuasive negotiators. While not required, a bachelor's degree in business, marketing or a related field, along with entry-level work and internships can help aspiring professionals qualify for a position. According to the U.S. Bureau of Labor Statistics, agents and business managers for artists, athletes and performers in general earned an average salary of $90,930 a year. Let's take a look at the steps that can help you fulfill your dream of becoming a music and band promoter.

Step 1: Research the Profession

Music promoters must book venues and opening acts, print posters, secure advertising, provide refreshments, and even rent speaker systems. They often pay for the costs of these things up front. According to the Princeton Review, the difference between a complete music event disaster and a raving success is often directly attributable to promoters. Bands just starting out on their road to renown are likely to have low budgets and low profits. Losses on concerts or music gigs often occur early on in their careers and promoters should plan for this inevitable event.

Understand the Risks

As reported by the Princeton Review, only about 40% of all promoters make it past the first five years in the business.

Step 2: Earn a Degree

Degree programs designed specifically for music and band promoters do not exist. However, earning a degree in a field relevant to the promoting industry could help aspiring promoters learn new skills that will help them in their careers. For example, a degree program in business or marketing could help students learn about business management and effective marketing strategies. Some schools offer a minor in entrepreneurship, which could help an aspiring promoter learn more about running his or her own business.

Participate in an Internship

An internship at a promotion company or with an individual music or band promoter can help aspiring promoters gain first-hand experience in the industry. Internships can also help aspiring promoters form valuable networking connections with bands and venue owners to make starting out on their own easier.

Step 3: Market Yourself

The best way for music and band promoters to demonstrate their marketing skills to bands is to successfully market themselves. Being a promoter takes a special kind of personality and presentation. Promoters must enjoy interacting with people and have the ability to develop and hold onto relationships with both bands and booking agents. An understanding of audiences that would enjoy a specific band or genre is key for music promoters.

Step 4: Network

A reliable network is one of the most important things needed to succeed as a music or band promoter. Networks includes bands, other promoters, public relations professionals, sales agents, marketing experts and others who have a hand in the entertainment industry. Promoters often like to work with one another due to the fact that their jobs may overlap. Networking can help promoters attract bands to promote and form close relationships with venues at which to book concerts.

If you're still interested in becoming a music or band promoter, a bachelor's degree in business or marketing, an internship and the ability to promote yourself may help you get started in the entertainment industry. In May 2018, agents and business managers for artists, athletes and performers earned an average annual salary of $90,930.

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