There are many logical steps along the long road of becoming one, and this blog points out a few of the most important ones you must take. It is not enough just to love music to be a good promoter, there are a myriad of other skills than you must bring to the party and we look at some of them here.

Work in the Industry

One of the biggest skills for a music promoter to have is experience and there is only one way to get experience and that is working in the industry. A good way to do this is to join a promotion company. Big concert promoters normally handle established artists, and tend to work planning festivals, arena and stadium shows. Others may just work for one venue and handle anything that comes to that particular venue.

These companies are notorious in paying low wages, it will almost be an internship but you will learn valuable skills along the way. As a junior employee your duties may include fly-posting, distributing promotional material around clubs and pubs. You may also be placed in a particular duty such as advertising the event or looking after the accounts. The pro side of all this can be:

  • Working with big artists
  • Working at famous venues
  • Learning the tricks of the trade
  • No personal financial risk
  • Getting to know people in the industry and how it works

But there are cons in joining a promotion company that can be:

  • Having to work with artists you do not like
  • Can be hard to make your name
  • Can take a long time to rise among the ranks

Become an Independent Promoter

Some people decide to go it alone without serving an internship and start at the very beginning by themselves. This can be a very dangerous route to follow but by the same token large risks usually bring large rewards. Perhaps you know a local band and have some contacts at a venue, then why not give it a go and promote your own show. There is always a demand for good musicians and live gigs, the art is to promote both the artist and the gig well. You may have the best band in the world to promote but if nobody knows they are playing then the gig will be a wash out.

However, a few successful gigs should get your phone ringing by other artists wanting your promotional skills. Being an entrepreneur brings with it many consequences that can be good and bad. Here are some of the pros and cons of being an independent promoter:


  • You are the boss
  • All the profits are yours
  • You can pick and choose who you work with


  • The responsibility is all yours
  • You will have to do all the work
  • The financial risk is all yours
  • To grow your business can be hard, you may be a small-time promoter all your life.

Whichever route you decide to go down there are pitfalls and risks, being a music promoter is never easy and takes a great deal of dedication, the hours are bad and sometimes the remuneration is nonexistent. However, you will have the opportunity to work in a dynamic industry and meet some famous and entertaining people along the way.