Description of a Music Promoter

Written by randolph driblette
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Description of a Music Promoter
Music promoters are primarily concerned with furthering live music performances. (guitariste live image by JLG from

Music promoters deal with marketing live music performances and music venues to their intended audiences. Music promoters can be divided into the different genres they deal with, whether they promote specific bands or venues, and the method with which they promote. While some promoters work for established companies and may have attended school for music business, many other music promoters embrace a "do it yourself" aesthetic, adhering to grass-roots types of entertainment promoting.


While the promotion of live music has existed since live music itself, according to, the advent of recorded music technology bolstered music promotion into big business. Records allowed a vast audience to be exposed to music they may never have encountered before, and allowed artists and companies to market their music to certain demographics and encourage attendance of live concerts by giving a preview of what they have to offer.


There are several types of music promoters. says that the main types of music promoters are band promoters, label promoters, venue promoters, and do-it-yourself promoters. Band promoters work with a small group, or sometimes even one band to promote their live shows, book venues to play at, and market music to maximise profits. A label promoter differs in that they deal with a label's entire catalogue of music, which often falls under a certain genre or style umbrella. Label promoters often work in teams to try to raise the prominence of their company's music label and the bands signed to it. Venue promoters work specifically with a bar or club that employs them to spread the word about concerts and live entertainment they host. DIY promoters are the newest type of promoter, and are often unpaid workers and "street teams" that spread the word about live music and specific bands for the love of the music. These DIY promoters often market shows that are hosted in unconventional places like basements and warehouses.


The benefits of a music promoter are numerous, including having the ability to reach a wider audience, maximise potential profits, and raise notoriety of artists and labels. While some bands successfully promote themselves, having a separate music promoter do work for your band or label can take stress and pressure away as well as utilise the contacts and connections they have that you might not. According to, one of the keys to being a music promoter is who you know and the business deals you are able to execute due to personal relationships and networking.

Methods of Promotion

Music promoters primarily utilise communication devices to do their business, such as telephones, fax machines, computers, and the postal service. In addition to using these things to contact artists, labels, and venues, promoters often produce press kits and posters for bands and labels in order to market their samples to specific demographics.


The Internet has become a very important part of music promotion, especially within DIY circles. Indeed, with the advent of music sharing through computers, artists and promoters have been granted near-equal chances to promote their art. No longer is music promotion relegated to those who can afford it. states that many believe the rise of the Internet will lead to more bands promoting themselves electronically, doing away with individual music promoters.

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