Creative Concert Promoters

Is the concert promotion business recession proof?

Kevin Morrison — Thu, 22 May 2008 15:05:34 +0000

Many experts are reporting that the US economy is weakening. Some have even suggested that we are in a recession which could have a ripple effect around the world. However, it has always been my opinion that no matter how tight consumers get with their hard-earned dollars, they still need to be entertained. I’m not talking about playing video or card games with friends or family. And, watching a ballgame or the movie of the week on television isn’t exactly what I’m referring to either. I’m talking about putting on some nice clothes, getting out of the house for a few hours, and spending some money to see a live concert at the local night club, theater, arena, or stadium. So, I ask the question “is the concert promotions business recession proof?”

People are pulling back from spending on big ticket items. Consumer spending has dropped for at least four straight months. In the meantime, our business strives on people who have discretionary income. These are the same folks who pay their cable tv bill every month before buying food or shoes for their kids. This may sound strange but “you gotta love it.” Some consumers will still pay for entertainment even while living on a tight budget that keeps getting tighter. Six Flags recently reported that season-pass sales are running comfortably ahead of last year’s pace. The WWE stock is up and there is no shortage of wrestling fans packing the arenas even when it’s being broadcast on tv 3-4 days in the week. Rap start Jay-Z just signed a $150 million deal with Live Nation which includes the rights to promote his live concert performances. And there are so many more examples to state.

It does appear that one of the affects of the slow economy is that many are bypassing the opportunity to buy a lot of merchandise while inside the venue. I recently took my son to a Monster Jam Truck Show and passed on getting us Grave Digger t-shirts because they were like $30 each. Instead, he got a less expensive banner to hang in his room. He was happy and I saved about $25 (OK, some may say I’m just cheap). It’s all good. Merchants will find creative ways to get their numbers up and so will the various businesses related to the concert promotions business. The key is getting the people in the house and this is something the consumers still want. Their appetite for live concerts may have slightly diminished. The results of which may lead to lower ticket prices, finding stronger acts to book, looking at alternative music genres, or securing more sponsors. However, the good news is that, no matter what the current economic conditions are, people are still going to theaters, concert halls and night clubs to see a live show. There’s nothing like it and it can’t be duplicated on tv, on the internet, on CD, on DVD, or anywhere else. Technology has improved the audio quality and the light show experience. Plus, live shows offer a unique emotional bond between the fans and the artist. The average fan may not have all of their favorite recording artist’s albums but they never miss them when they come to town to perform.

I believe concert promoters can still promote successful shows and special events, despite the current economic conditions. Entertainment provides an escape from the challenges of everyday life. It provides a way of releasing tension and anxiety. It makes one feel good. And when times are tough sometimes it’s worth paying a few bucks (or a lot of bucks) just to remember what it feels like to enjoy life.

How to secure a performance contract or a celebrity appearance agreement

Kevin Morrison — Thu, 18 Jan 2007 22:15:11 +0000

1. Have your funds readily available. The signed contract and a deposit will be due within 48 hours of confirming the date.

2. Check the availability of the venue.

3. Contact our agency with a short list of artists and your budget.

4. Research your choices for the best show.

5. Prioritize your list and submit offer on your first choice(s).

6. Be patient. An agent will contact you within 1-2 days with an update on the artist’s availability and whether they have confirmed doing the date. A prompt response to our agent’s questions will increase the chance of confirming your offer.

7. After the contract is issued, review it, sign it and return it with the deposit to guarantee the date.

8. Always have a plan b (and even a plan c, if you are really serious) and be prepared to act fast, to insure your chance of securing a top national act.

The Hospitality Rider

Kevin Morrison — Fri, 22 Dec 2006 23:14:46 +0000

A performance contract outlines the terms and conditions of the agreement between the artist/agent and the purchaser. This includes the performance date, location, time of performance and payment details. Contract riders typically contain the finer details of what an artist may request in conjunction with the scheduled performance.

The hospitality rider typically provides the purchaser with specific information regarding backstage food and drinks. This expense is deducted from the purchaser’s gross potential. So, it stands to reason that many promoters get upset when the artist’s requests are too costly, or totally unrealistic.Although most items outlined in a rider are negotiable, eliminating or even minimizing the wrong item may affect the attitude of the artist and their willingness to give you their best performance the night of your show.

What may seem like a worthless item (like 4 packs of Cotton Candy Bubblicious Bubble Gum) may be the most important item in his/her pre-show ritual and now the show is off to a bad start before the artist even hits the stage. In some instances, substituting a specific brand of alcohol with a generic one may send the wrong message to the artist. An who knows? They may have an encore song in their show that your audience will never hear because of your inadequate backstage hospitality. Discuss any possible changes with the road manager first. You may want to consider a buyout for the hospitality rider and let the road manager handle it.

Media Publicity

Kevin Morrison — Thu, 16 Nov 2006 22:25:18 +0000

Take advantage of as much media publicity as you can get, leading up to your show.

Here are a few suggestions.

Send a press release to your local radio and televison stations, newspapers, and any local video or entertainment television hosts or producers. When sending the press release to the radio stations, send one an hour before each jock comes on the air and send it to their attention. Make sure you include the concert date, location, time, ticket price, and phone number for more information. You can Google “how to write a press release” for more tips.

Ask the newspaper to do a feature story on the artist before they come to town. Many publications have deadlines. Call them in advance to get that information. Offer to bring the artist to the radio station for an interview the day of the show. If possible, schedule a phone interview before the performance date. It’s important to let the public know that the artist really intends to be there. Putting them on the air to promote the event, is the best way to do it. In many circumstances inserting a pre-recorded “audio drop” from the artist, encouraging the listeners to join him/her at the show, is acceptable.

Make sure the radio stations have a copy of the artist’s music. Getting airplay is not easy but it’s even more difficult if they don’t have the music. If the music is not being played asked the program or music director to add it to the “mix” shows, during the weekends, or between 12:00 AM and 6:00 AM for a couple of weeks as a test. If all else fails (for those who believe bad publicity is better than none), you may suggest that they use it as one of the “make it or break it” songs. This is when the song is played one time and the listeners vote to keep it or throw it away. If it’s an artist without a current song, ask to increase rotation on their older songs. Put the radio station request line on your concert information voicemail greeting and encourage everyone to call and request their favorite songs from the artist. The bottom line is, do whatever you can to increase the spins one to two weeks before your show. It definitely helps increase ticket sales.

Take the time to promote your show online. This includes local radio station web sites, message boards, calendars, and emailing everyone you know.

There are lots of ways to generate free publicity. Take advantage of as many as you can.

Do You Have A Lawyer?

Kevin Morrison — Thu, 16 Nov 2006 22:18:44 +0000

There’s an old saying that when you represent yourself you might have a “fool for a client.” If you own a small business or stay in the concert promotions business for awhile, there’s a good chance that you will be sued or that you may have to sue someone else (hopefully not me). The simple truth is being sued is just a part of being in business. In the concert promotions industry most of the lawsuits are to settle financial matters. To avoid putting you, your family, your finances and your business in harm’s way, you should consider obtaining preventive legal services. The key is finding a law firm with the expertise to represent you and advise you on the legal matters you may face.

When is an attorney needed?

1. For advice in starting a new business
2. To review a partnership agreement
3. To review a venue contract or sound equipment agreement
4. To review a performance contract
5. When obtaining a loan from a friend, relative or bank to finance a show
6. If you are not sure of your legal rights in any given situation
7. When your finances or liberty is at stake

How would you like to have access to an attorney 24 hours a day, 7 days a week?

If you are concerned about the cost of having a lawyer, let me share with you what I discovered a couple of years ago. It has helped take my small business to the next level and it can help you too. During the day I can call my law firm for an unlimited amount of phone consultations. They can be reached late at night, if an emergency arises. I even have a toll-free number to call them if I’m out of town. They review my contracts and any other documents I am concerned about. They recently wrote a letter on my behalf to have a frivolous lawsuit dropped. They will even represent me in traffic court.

Having someone you can trust, to handle your legal matters, will give you piece of mind. And believe me, it’s a great feeling. Here’s the best part. This plan only costs about $49 per month.

Get the information you need to make better legal and business decisions. For 49 bucks you can’t beat it. For more details visit KevinMorrison.net.

How To Become A Concert Promoter

Kevin Morrison — Tue, 31 Oct 2006 22:35:28 +0000

A promoter is a person, company or organization which takes the full responsibility of presenting a live music event, festival or club night. The duties consist of renting the venue, paying for advertising, promotions, performers and their hotel & travel expenses, technicians, and other financial obligations.

Generally, if the show is successful, the promoter will end up with a percentage of the profits. This amount can vary from 100’s of dollars to 100’s of thousand dollars. Top concert promoters can earn $20,000 to $800,000+ a year.

How do you begin a career as a concert promoter? Some start from scratch and learn the business from trial and error. And some have worked closely with a promoter long enough to know what it takes to start their own business. There is an ebook available online that is perfect for anyone who wants to know how to become a concert promoter. Visit http://www.ConcertPromotions.net.