What Is the Role of a Music Promoter?

Written by randolph driblette
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What Is the Role of a Music Promoter?
Music promoters are essential to successful live music. (guitariste live image by JLG from Fotolia.com)

Live music hinges on an interaction between a live audience and a performing artist. Venues and artists make money through ticket and merchandise sales. In order for venues to remain in operation and for artists to become well-known and successful, they must obtain a sizeable audience, which is the job of a music promoter. The chief concern of a music promoter is building hype and anticipation for live music in order to make money and build audiences and fan followings.


According to Egegubre.com, music promoting began before recorded music existed. Because live music was one of the primary sources of entertainment before recorded sound, competition arose between competing musical groups and venues. Music promoters emerged to help build unique appeal for different musical events and groups. Promoting has developed with technology and social progression. Today, music promoting involves organising concerts, using posters and pamphlets to spread the word about these concerts, as well as using social networking and music websites to cultivate interest in live music.


Music promoters vary depending on the context of a live music event. Some venues have their own promoter on staff to help raise local and regional awareness for each musical event they host. Bands often have their own promotional agents or teams that help proliferate their popularity and raise awareness about their upcoming concerts. Additionally, with the spread of technology like the internet, musicians are finding new ways of promoting their own music without the aid of hired promoters.

Venue Promoters

Most venue promoters book shows for their clubs by receiving band press kits. These press kits are either physical copies that contain information about the band and samples of their music, or are electronic press kits sent over the internet. Depending on the venue, one may be preferred over the other. Venue promoters organise events for their specific venue. This involves catering to the specific demographic that normally attends the venue being promoted and finding appropriate entertainment.

Band Promoters

Band promoters differ from venue promoters in that they are hired by a specific band to find gig opportunities. Band promoters must contact a variety of venues in many different geographical places to maximise the success of the band they work for. It is most productive for bands to play in many different places to gain wider exposure and playing experience. Therefore, band promoters will often book tours, which are series of consecutive shows that bands travel to around a certain geographical area. Depending on the resources and success of the band, tours can range from a week to months.

DIY Music Promoting

According to Independentmusicadvice.com, many amateur musicians can gain professional exposure by using the internet as a source for self-promotion. This eliminates the need for costly promoting and booking agents. DIY music promoting is the third type of music promoting, and means "do it yourself promoting." The rise of DIY music promoting has much to do with eliminating the "middle man" in the music business, allowing artists to capitalise on profits and retain control of their own business ventures. Though DIY music promoting has its advantages, some venues and bands prefer venue or band-specific promoters, since many people in the music business still prefer traditional professional means of booking shows.

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