What is a Promoter?

A promoter (also called a concert promoter or gig promoter) is the person or company that puts on live events, booking the artist, securing the venue, marketing the show and taking the financial risk on ticket sales. Promoters range from one person running club nights to global companies promoting stadium tours and festivals.

What a promoter does

For each show, a promoter follows a similar path:

  1. Make an offer: agree a fee and deal with the artist's agent.
  2. Book the venue: place a hold and agree hire terms, or work with a venue's own team.
  3. Announce and market: put tickets on sale and promote the show.
  4. Produce the show: advance the event, covering production, hospitality and staffing.
  5. Settle: after the show, agree the final figures with the artist's tour manager and pay everyone.

Some venues act as their own promoter. Crescat supports these in-house promoters as well as venues working with outside ones.

Promoter vs agent

An agent represents the artist and sells their shows. A promoter buys those shows and puts them on. The agent wants the best deal for the artist; the promoter needs the show to make money. Both work together to route tours and set ticket prices.

Common promoter deals

  • A flat fee or guarantee paid to the artist
  • A guarantee plus a share of profit after costs
  • A door deal, where the artist takes a share of ticket income
  • A promoter hire, where the promoter rents the venue
  • Co-promotion, where two promoters share the risk

Frequently asked questions

How do promoters make money?

From the money left after paying the artist, venue, production and marketing costs. Shows that sell well make a profit; shows that sell poorly can lose money. Promoters spread this risk across many shows in a year.

How do you become a promoter?

Many start small, putting on local nights at grassroots venues and building relationships with agents and audiences. Understanding budgets and marketing matters as much as music taste. Starting small keeps losses manageable while you learn.

What is an in-house promoter?

A venue that books and promotes its own shows, rather than hiring the space to outside promoters. See in-house promotion.

Related terms