We recently received an email from an urban clothing store in Nebraska, asking if we thought promoting a local concert was a good ideas to market their store. The short answer is, if you think having a thousand or more teens and young adults screaming and having a good time at a show with your banners hanging all around the venue is a good idea, yes. Here are some suggestions to help make your event a successful and memorable one.

• Unless you have experience producing concerts/festivals, start small. Consider using a small theater/auditorium (1,000-2,000 people capacity) for a show or the parking lot of your business for a mini festival. If your town is big on local talent, book them as opening acts with one nationally known artist (within your budget) as the headliner. However, the bigger your venue the more you may have to spend on a well-known headliner, to help sell more tickets.
• Don’t be afraid to hire a professional consultant or concert promoter. You can oversee the project while they do the work. In some instances you can setup a partnership with their company and do it as a joint venture.
• Make sure all vendors and sponsors fit the theme of your event. For example, a high-end import beer sponsor/vendor may not be a good fit for a show featuring local hip hop music. However, if your urban wear is geared toward an older urban adult and you are putting on a 90’s retro hip hop show, it could be a good match. Continue Reading »

Jake Berry, a tour producer with more than thirty years of experience, explains how managing the U2 360° Tour was one of the most difficult and rewarding project he’s ever devoted himself to.

Obtaining sponsorship support can add much needed revenue for your concert, fundraiser, or special event. Getting a concert sponsor involves putting together a proposal that outlines your event and why a potential sponsor should get on board with you.

If you are putting together or have a completed a sponsorship proposal. Here are a few tips to help you sell your idea.

1. Customize your proposal for the industry of your specific sponsor. Identify how your event can help potential sponsor reach their target demographic and marketing goals.

2. Illustrate how the audience at your event conforms with the needs of the potential sponsors.

3. Include added value and benefits that meets or exceeds the marketing goals of the company or organization. Continue Reading »

Here’s an easy quiz to test what you know about the concert promotion business. Enjoy!

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The Challenges of a Concert Promotion Budget
by Kevin Morrison

As a concert promoter, creating and adhering to a budget is an important component to having a profitable event. Moreover, having to make tough, painstaking budget decisions along the way is an inevitable part on promoting a successful show.  When the budget gets out of control, due to unforeseen expenses, it can be the difference between winning and losing. In other words, your profit margin depends not only on your gross income but on your expenses too.

When unexpected expenses begin to mount and budget cuts need to be made, some firm decisions have to be made to keep your event profitable. Looking for things in the budget to cut or trim can be helpful, as long as it’s not the advertising budget. That’s because fewer ads can lead to less than expected tickets sales. Try to find other expenses to cut or renegotiate like sound and lights, catering, ground transportation, hotel reservations, runners, street team, the artist rider (a document with a list of their additional onstage, backstage, and hotel requests). For example, a band that requests a Baldwin Grand Piano may have to settle for a lesser brand.  Continue Reading »