What is In-House Promotion?

In-house promotion is when a venue books, funds, markets and runs its own shows with its own team, taking the financial risk and keeping the ticket and bar income. The venue acts as its own promoter rather than renting the room to an outside one.

How in-house promotion works

An in-house show follows the same path as any promoted show, run entirely by the venue:

  1. Programme: the venue's booker or programmer chooses acts that fit its audience and calendar.
  2. Book: they check avails, make an offer to the agent and agree a deal such as a guarantee or door split.
  3. Budget: the venue sets the ticket price and marketing spend and works out the break-even point.
  4. Market and sell: the show goes on sale through the venue's own website, ticketing and social channels.
  5. Run and settle: the venue team advances and runs the show, then settles with the act on the night.

Running both promotion and venue operations in one team works best with shared schedules, which is why many venues use Crescat for in-house promoters.

In-house promotion vs hire out

In a hire out, an external client rents the venue, books the act and carries the risk; the venue earns a hire fee and bar income. With in-house promotion, the venue takes on the risk but keeps the ticket profit and controls what is programmed.

Typical costs for an in-house show

  • Artist fee or guarantee
  • Marketing and advertising
  • Venue staff: box office, bar, security and technical crew
  • Artist hospitality and accommodation
  • Ticketing fees and licences, such as performing rights

Frequently asked questions

What are the pros and cons of in-house promotion?

The venue controls its programme, builds its own brand and keeps the profit from successful shows. The downside is financial risk: if a show doesn't sell, the venue still pays the artist and costs.

What is a talent buyer?

A talent buyer is the person who books acts for a venue or festival, making offers to agents and negotiating deals. In venues that promote in-house, the talent buyer is often also the programmer.

Can a venue mix in-house shows and hire outs?

Yes, and most do. Many venues promote their own shows on some nights and rent to promoters or private clients on others, which spreads the risk across the calendar.

Related terms