While artists and bands see great success as a supporting act, headlining a concert is usually a breakthrough moment. Whether you’re being offered your first large show from a venue, or planning a headlining concert yourself, we thought a guide might help. This level of planning is what it takes to find the right concert promoters for your shows. We’ll come out and say it: If you’re reading this you’re already more likely to succeed.
The first stage of this process is all about you, and the name of this game is goal setting. You could get lost in specifics, but make sure to cover the essentials with a decisive goal. What do you want to achieve (Brand awareness, an audience, or direct results)? What are you willing to give in return like payment, a commission, or other compensation? What level of input do you prefer? Create a realistic answer to each of these questions that is defined and measurable. One sentence like “we want this show to grow our email addresses, Twitter followers, or Facebook Fans by __%” is the perfect answer. Know what you want, keep it concise, and be prepared to put your part of the work in.
After the first stage, discovery, you’ll need to find the right person for the job. You may start asking other bands in your genre for a referral, checking music industry publications, or maybe the venue already has a connection to a promoter. You could find a promoter any way, but the important part is looking for the signs of a good promoter. Connections to (or referrals from) a successful act, with successful shows, establishes trust at the beginning. Selectivity is another, as it shows a promoter that has options. Look for the match this promoter would make to your goals through either their past experience or a personalized strategy now. And if you’re looking for local brand exposure, for example, taste your cooking and experience the promoter’s street team at another show. The essence, here, is that there is a way to identify the guys who know how to win. Your success is defined by whether you know how to identify.
Once your promotional campaign begins, the best thing you can do for both you and your promoter is communication focused on your goals. Acknowledging that almost all promotional campaigns start smaller than they end, it is beneficial to do your part in keeping your promoter on track. This means honestly discussing how the successes and failures toward your goals. It also means your suggestions matter, so direct your promoter towards what you see working. To bring this section together, we can’t emphasize enough that we love when clients get in touch. We think a big part of your success is just in regular communication with your promoter. Expect progression rather than instant success, stay in contact, and express when a campaign is working and when it falls short.
Obviously, the best a blog post can do is provide a small perspective on such a complex topic. We all have heard both success, and failure, stories. With this we’d like to provide our best take on a word to the wise. In our career, the biggest mistakes appear to relate to either selecting the wrong person from the beginning or impatience. To prevent wasting both time and money, the biggest thing our team suggests for success is to take your time to choose your promoter and prepare for success that grows consistently over time.