Course Sample

Our concert promoter courses include in-depth plans, insider tips and sample contracts that will make you an expert promoter before you even get started! You will learn the insider tips that only experience usually brings you! To help you understand just how valuable this course is, here is a sample of some of the insider knowledge and tips you will enjoy when you buy our course!

Table of Contents from Course

  • Chapter 1 – Four Levels of Concert Promotion
  • Chapter 2 – Promoting at the Club Level
  • Chapter 3 – Booking the Act into the Club
  • Chapter 4 – Show Contract – Deposits, Riders, Sound, Lights, Catering, Hospitality
  • Chapter 5 – How to Promote the Concert
  • Chapter 6 – Day of Show Checklist
  • Chapter 7 – Review of Club Concert
  • Chapter 8 – Larger Venues
  • Chapter 9 – Multiple Nights – One Artist Mini Tour
  • Chapter 10 – Money Partners – Getting Started
  • Chapter 11 – Vendors, Sponsorship – Business Ethics

Excerpt from Chapter 1 – Four Levels of Concert Promotion

“In my estimation, there are four levels of Concert Promoting…

Club Level, Private Parties

Private Halls (i.e. VFW, American Legion, Knights of Columbus)

Theatres, Ballrooms, Hotel Ballrooms, Public Halls, Colleges

Arena’s, Outdoor Amphitheaters

I have done promoting over the years in all of the above, but I started small and moved up slowly. Only you can decide what level you are comfortable with. Some of you may have done some promoting on a small
level already, so you have an idea as to what it took to get the Concert done. Those of you without any promoting experience at all, don’t worry, we’ll show you everything you need to do …”

Excerpt from Chapter 2 – Promoting at the Club Level

“Promoting at the club level is a great place to start as your risk is less yet it is a great learning experience!! This is how I got started way back in 1982! At the club level! You can either promote a concert at a private club, nightclub or even in a restaurant on an off-night!!!”

Let’s get started!

“First of all, you must contact the right person in charge at the Club. Not the waitress, bartender, doorman, although these people are very important to your success (we’ll discuss later). Either the General Manager or the Owner is the decision maker and can give you the “okay” to do a show at the club. Get his or her name, call and set up a formal appointment for a meeting to discuss an “arrangement” that you want to make with the Club. Advise them that you want to work a Win/Win deal with them as a outside promoter. Save the rest for the formal meeting. Do not try to drop by unannounced in the middle of a shift. You won’t be taken very seriously and may blow your chance to work a deal. Respect their time and set up a proper appointment to discuss the business at hand.

Okay, you have an appointment!! Great!!! Show up on time dressed well and with your notebook in hand ready to do business. A few don’ts: Don’t be intimidated!! Remember, it’s going to be fun plus you should make some good money on the Concert night!! Don’t bring friends to the meeting. If you have partner(s) in the deal, bring them but remember, keep it simple and clean, You’ll have more of a chance of getting a deal with the Club Owner/General Manager if you respect his or her time and get to the point of the meeting…”

Excerpt from Chapter 2 – Promoting at the Club Level

Set your budget for advertising. If the act is costing you $4,000, you don’t want to spend $5,000 promoting a $4000 event!! That would be crazy, unless you want to lose money. Conversely, if the act is costing you $20,000, you don’t want to just spend $500 or you may not promote the event enough to sell the number of tickets you need to be profitable. Over the years I have tried to find a good “rule of thumb” to use on my advertising budget. I never seem to stay in the boundaries but I do try not to spend more than 20-25% of the artist’s cost on the advertising budget.

So on a $4,000 act, I try not to spend over $1,000 on advertising. On a larger show, say a $20,000 act, I try not to spend over $4,000 on my budget which includes ticket printing, posters, flyers, print media and radio. Sometimes a radio station will get record label support on an act which gives you more bang for your buck. In essence the record label buys some of the media for you in hopes that the Concert will help them sell more CD’s by the artist.”

Plan and arrange your advertising. Meet with radio stations that you feel in would be helpful in selling tickets for you. Some radio stations will do trade with you in lieu of money (free tickets for free airtime). Some will offer certain promotions around your Concert. Ask them what they can do for you to help sell the Concert out. Be very careful of radio, the cost is very high and you can get “sucked” into a too high radio budget that will hurt your chances of being profitable.

You don’t always need to use radio. I personally prefer the print media ads in Alternative Weekly rags that will give you editorial content also (free article on your artist plugging the show at your Club). I use very little radio on smaller shows because of the cost. I rely on poster, flyers, print media, ticket giveaways. (guerilla marketing!!) …