So I was thinking the other day, why is it so difficult for someone to be a promoter for local shows? After giving it some thought I decided I would share the secrets I have learned so far to make any promoter trustworthy, honest, and successful. Here is what I have learned:
1. Communicate! This should be self explanatory but just in case it isn't let me clarify. In order to have a successful show you, the venue, the ticket agents, and your openers need to know what is going on. If something changes with the show everyone needs to know! Make sure you have a list of people you need to talk with.
2. Organization. If you have great organization nothing slips through the cracks. You should have your show lineup out at least a month in advance so the artists know when they are supposed to be there to perform. Most artists no matter what level of success like to prepare to be on stage. If they are at the venue and have no clue when they are to perform they become very upset. Sure there might be set backs like last minute cancellations or delays in starting the show. If a group or artist drops out everyone gets moved up in the lineup. And everyone should be made aware of the change as soon as possible!
3. Trust and honesty. Simple answer to this is not to lie or screw people over to cover your investment. There is risk in doing shows. Whatever you invest, you might not get back. If you do not promote the show right or neglect to take care of people you will not have a successful show and you WILL lose money. Once you work with people and they know you can be trusted they will want to work with you again. Also if there is an opener that does not meet your expectations talk to them. If they fail to bring ticket sales, promote, or perform well then don't keep giving them spots on your show!
4. Do not charge people to perform. As local bands or artists go it takes a lot of investment on their part to make music and be successful, thus you should not charge them to perform at your show. The one exception to this would be booking a major tour or show (aka major record labels or artists). And then the fee should be as minimal as possible. I have found that by giving slots to those who pay will make sub par artists perform at your show. And as a music fan if I go to a concert and the openers are absolutely horrible I am less likely to see another show promoted by the same person. You can have your openers buy a certain number of tickets (10-20) and then it is up to them to sell them and make their money back. Any tickets sold over that amount the artists should receive a portion of the sales (usually $1-3per ticket). If you do this the need for you to charge artists will not be there and you will not only get a full show but your openers will hustle harder to make it successful.
5. Be nice. Now don't be a pushover but understand that every person involved in the show is there to make you money. So be nice to them! It isn't that hard to hang out with your openers or anyone else for that matter.
6. Live up to your promises. Make the venue/headliners payments when they need to be paid. Don't ask for more time. If you can't afford to do a show, don't! Sometimes doing 3-4 big shows a year is better than doing 3-4 crappy shows a month.
7. Promote. Do not rely on anyone else to promote the show. It is your money. So relying on your openers or the booker from the tour to do promotion is not what you need to do. If you are unwilling or unable to give the time needed to hit the ground yourself then do not promote or book shows. For every minute your openers are out promoting and selling tickets you should be out there at least double but most likely triple that.
I know it seems easy to be a promoter but I can tell you it isn't. It is super stressful, very complicated, and in many cases a complete toss up for a profit. That is why if you do not love doing it you shouldn't. I know some major labels and they have lists of promoters/bookers they will not work with. Many of these are for reasons I have stated here. If a major booker constantly comes to a city and gets screwed they will stop coming to that city. Now I am not saying I am an expert at all. I only am telling you what I know from my experience. So take it for what it's worth.
Remember when we were little we had the Golden Rule: Treat others how you want to be treated. That holds true to this day. If you do these things and follow that rule there is absolutely no reason you can't be successful.
Peace,
Juggalotus
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