What is a Promoter Hire?

A promoter hire is a venue rental where an outside promoter hires the space to put on their own show, taking the ticket risk while the venue provides the room, staff and licence. It is one of the most common ways music venues fill their calendar, alongside shows they promote themselves.

How a promoter hire works

A typical promoter hire follows these steps:

  1. Request: the promoter asks for a date, often after an agent has offered them a show.
  2. Hold and agree terms: the venue places a hold and agrees the hire fee or deal.
  3. Contract: both sign a hire agreement covering fees, timings, staffing and venue rules.
  4. Advance: the venue's team, the promoter and the artist's tour manager agree production, timings and hospitality.
  5. Show and settlement: the venue runs the night, then settles hire fees and costs with the promoter.

Advancing with an outside promoter and a touring act means three parties sharing details, which venues manage in one place with advancing in Crescat.

Promoter hire vs in-house promotion

In a promoter hire, the outside promoter books the act, sells tickets and carries the risk; the venue earns a hire fee and bar income. In in-house promotion, the venue books and markets the show itself, taking both the risk and the profit.

Common promoter hire deals

  • A flat hire fee for the room
  • A hire fee plus staffing and production costs
  • A share of ticket income instead of, or as well as, a fee
  • A minimum bar spend, with a lower or no hire fee
  • Ticket rebates or facility fees paid to the venue

Frequently asked questions

Who pays the artist in a promoter hire?

The promoter. The venue's deal is with the promoter, and the promoter's deal is with the artist, usually through their agent.

Who provides staff in a promoter hire?

Usually the venue provides its own technical, bar, front of house and security staff, often charged to the promoter. This is similar to a wet hire.

Why would a venue prefer a promoter hire?

It brings in shows and audiences without the venue taking the ticket risk. Promoters also bring their own audiences and marketing, and the venue still earns from the bar.

Related terms