What is Programming in Live Events?

Programming (also called curation at some festivals) is choosing which artists, shows and events make up a venue's season or a festival's line-up, balancing audience, budget, dates and the organisation's identity. The person who does it is a programmer. Good programming builds an audience that trusts the venue or festival to pick shows they'll enjoy.

How programming works

A programmer builds a season or line-up in stages:

  1. Strategy: agree the venue or festival's aims, audiences and budget.
  2. Research: follow new releases, touring plans and audience demand, and talk to agents.
  3. Shortlist: pick acts that fit, checking avails and likely fees.
  4. Book: make offers and confirm acts through the booking process.
  5. Schedule: place each act on a date, stage and time, building the programme or season.

Placing many acts across days and stages is easier with a visual planner, which is why many festivals build their programme in the Crescat Scheduler.

Programming vs booking

Programming is deciding who should play. Booking is securing them: making offers, agreeing deals and signing contracts. At many venues the programmer also does the booking. Large organisations split the roles, with programmers choosing and bookers negotiating.

What programmers consider

  • Audience demand and expected ticket sales
  • Artist fees against the budget
  • Balance of genres, headliners and new talent
  • Diversity and representation across the line-up
  • Clashes with nearby events and other venues
  • The venue's or festival's identity and reputation

Frequently asked questions

What does a programmer do?

A programmer chooses the acts and events for a venue or festival, builds relationships with agents, and plans the calendar. At larger organisations they may also manage a budget and a team of bookers. Many also attend showcases and festivals to discover new acts.

How far ahead do venues programme?

Music venues often programme three to twelve months ahead. Theatres and arts centres usually plan their seasons a year or more in advance, and major festivals start booking headliners over a year out.

What is the difference between programming and curation?

They mean much the same. "Curation" is used more often for festivals and arts events with a strong creative theme, while "programming" is the everyday term at venues and theatres. Both involve the same research, relationships and judgement.

Related terms