How to Promote a Rock Concert for Profit

Written by mercedes valladares
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How to Promote a Rock Concert for Profit
Promote your rock concert! (after concert image by Aleksandr Ugorenkov from

Newly discovered bands, as well as established bands, usually hold concert events to promote their music, introduce their new songs and entertain their loyal fans. Rock bands are part of the music business, which is a multimillion dollar industry. To be in any type of business, you need profitable sales. If you develop a targeted promotional plan, the rock concert you're promoting can be a memorable and profitable experience.

Skill level:
Moderately Challenging

Things you need

  • Venue
  • Concert posters
  • Radio spots
  • Band T-shirts
  • Band CDs
  • Concert postcards
  • Internet access

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  1. 1

    Choose the venue. Make sure it is located in an accessible location that has adequate parking. Keep your budget in mind. It is important to know the venue's rates, how many people it can seat and the average cost per seat. This will help you to calculate how many tickets you need to sell to cover your costs. For example, if the venue costs £65 to rent and has 10 seats, if you were to charge £6 a piece you would break even. However, if you were to charge £9 per seat, you could cover the cost of the venue cost and make a £32 profit.

  2. 2

    Price your seats. Look at past events to determine the amount of fans your band was able to attract, which is also referred to as the turn out. For example, if 100 fans showed up to the last event, it would be risky to rent a venue with 1,000 seats. You will also have to factor in whether the turn out was for a free concert event, a showcase at a local bar or if the fans attended because of low ticket prices.

  3. 3

    Budget your expenses for promotion. Calculate your marketing tools into your promotion campaign. For example, radio announcements, postcards, billboards and TV ads are quite costly.

    Target the radio stations that play the type of music you're featuring, and find out what the price difference is for different radio spot lengths. The term spot is used when referring to the air time given to promote a product. A 20-second spot will cost less than a 90-second spot.

  4. 4

    Print fan-related promotional merchandise. You can purchase blank T-shirts and print your band's photo on the front, as well as the name of the album and website on the back. Sell your band's old CDs as well as new ones. Offer your fans a price discount incentive, such as a discount for any second and third item purchased.

    The size of your band's fan base will help you determine the quantity and amount of items you need to invest in. For example, you can print promotional mugs, posters or baseball caps. It is important to budget correctly to ensure you do not have excess inventory, which will cut into your concert's profit margin.

  5. 5

    Promote your concert. You can print postcards and posters, and hang them in bars, nightclubs, restaurants or other venues that cater to your band's target audience. Find out the venue's surrounding towns by calling their town halls or county information centres to find out if there is a designated area to display posters and concert-related materials.

    Make sure you include in your postcard or poster specific information such as the venue's location address, the ticket agent's number, the ticket price range and the date and time of the event.

  6. 6

    Promote the concert on different social media sites, blogs and in online videos. You can upload your band's video onto an Internet site showcasing some of the songs that will be performed at the concert. Add date, time and location to the beginning of the video and give ticketing information at the end of the video.

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