Promoter article illustration


Promoters work with artists (or their agents) and venues on to arrange a show. They liaise with bands and agents to agree on a date for a performance and negotiate a deal. They book a venue and promote the upcoming gig. They make sure everything the band needs is in place and set up soundcheck times and the running order of the show. Some promoters work freelance, but they may also be tied to a single venue or festival.

The duties of a promoter typically include, but are not limited to:

  • Devising a marketing strategy for an event
  • Conducting research into the intended audience
  • Working with the event organizers to understand the purpose and features of the event
  • Setting up and running social media accounts
  • Placing advertisements in newspapers and magazines
  • Running online advertising campaigns
  • Creating and handing out fliers
  • Running an email marketing campaign
  • Conducting post-event analysis to determine which marketing strategies worked best

Other titles

The following job titles also refer to promoter:

event organizer
event organiser
booker & promotor
in-house promoter
events organizer
events organiser
tour and event booker
event promoter
performance tour manager
music promotor
tour promoter
events promotor
concert promotor
road manager

Working conditions

Promoters can work in a variety of environments. Planning and implementing marketing strategies may take place in an office setting, where promoters often work on their computer and over the phone. Some advertising strategies may require the promoter to leave the office, such as handing out fliers on the street.

In some cases, event planners may also need to travel. For instance, they might meet with event organizers or visit the site of a future event to learn more about what they are promoting. In addition, they might travel to similar events to study how other promoters advertised the event.

Minimum qualifications

Promoters typically need a high school diploma or equivalent. Some employers may prefer an associate’s or bachelor’s degree in marketing, advertising or a related field. A background in sales and marketing can help a promoter succeed in this role.

Promoters typically gain the training they need to perform their job while on the job. They may start as an entry-level position, such as a server or bartender, and work their way up to promoter.

ISCO skill level

ISCO skill level is defined as a function of the complexity and range of tasks and duties to be performed in an occupation. It is measured on a scale from 1 to 4, with 1 the lowest level and 4 the highest, by considering:

  • the nature of the work performed in an occupation in relation to the characteristic tasks and duties
  • the level of formal education required for competent performance of the tasks and duties involved and
  • the amount of informal on-the-job training and/or previous experience in a related occupation required for competent performance of these tasks and duties.

Promoter is a Skill level 3 occupation.

Promoter career path

Similar occupations

These occupations, although different, require a lot of knowledge and skills similar to promoter.

event manager
venue programmer
mastering engineer
event assistant
music and video shop manager

Long term prospects

These occupations require some skills and knowledge of promoter. They also require other skills and knowledge, but at a higher ISCO skill level, meaning these occupations are accessible from a position of promoter with a significant experience and/or extensive training.

music arranger
technical director
musical conductor

Essential knowledge and skills

Essential knowledge

This knowledge should be acquired through learning to fulfill the role of promoter.

  • Musical genres: Different musical styles and genres such as blues, jazz, reggae, rock, or indie.

Essential skills and competences

These skills are necessary for the role of promoter.

  • Match venues with performers: Ensure the venue is appropriate for the needs of the performing artist.
  • Adapt communication style according to recipient: Adapt communication style to that of the recipient of the message in order to create a rapport.
  • Promote event: Generate interest in an event by carrying out promotion actions, such as placing ads or distributing flyers
  • Confer with event staff: Communicate with staff members at a chosen event site to coordinate details.
  • Arrange event needs: Ensure that event needs such as audio-visual equipment, displays or transportation are met.
  • Adapt to artists’ creative demands: Work with artists, striving to understand the creative vision and adapting to it. Make full use of your talents and skills to reach the best possible result.
  • Promote music: Promote music and participate in media interviews and other promotional activities.
  • Solicit event publicity: Design advertisement and publicity campaign for upcoming events or exhibitions; attract sponsors.
  • Manage contracts: Negotiate the terms, conditions, costs and other specifications of a contract while making sure they comply with legal requirements and are legally enforceable. Oversee the execution of the contract, agree on and document any changes.
  • Manage relationships with artists: Develop relationships with artists new to the gallery, and extend existing relationships with established artists.
  • Plan events: plan programmes, agendas, budgets, and services of an event according to customers’ requirements.
  • Select musical performers: Organise auditions and select performers for musical performances.
  • Develop an artistic network: Generate awareness of a show or event through public relations initiatives. Develop a network of music industry contacts to spread the word about upcoming shows.
  • Plan self-organisation: Identify the necessary tasks and prioritise them in order to develop an individual schedule and perform the work in an autonomous way, ensuring that the requirements are met.

Optional knowledge and skills

Optional knowledge

This knowledge is sometimes, but not always, required for the role of promoter. However, mastering this knowledge allows you to have more opportunities for career development.

  • Music literature: Literature about music theory, specific music styles, periods, composers or musicians, or specific pieces. This includes a variety of materials such as magazines, journals, books and academic literature.

Optional skills and competences

These skills and competences are sometimes, but not always, required for the role of promoter. However, mastering these skills and competences allows you to have more opportunities for career development.

ISCO group and title

3339 – Business services agents not elsewhere classified

  1. Promoter – ESCO
  2. How To Become an Event Promoter: Steps and Tips |
  3. Event Promoter Job Description: Salary, Duties, & More – Climb the Ladder
  4. Featured image: Photo by Pablo Heimplatz on Unsplash
Last updated on February 21, 2023

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