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How
to be a Music Promoter in Nigeria
The success of a concert, festival or another musical event
often depends on the efforts of a music promoter. These
promoters often collaborate with other music industry experts to
ensure that events proceed smoothly and musicians receive
payment. If you're interested in the business side of the music
industry, you may benefit from learning about this job.
Music promoters usually collaborate with musicians, event
organizers and operations coordinators to plan events by
discussing venues and performance dates. They negotiate the
payment structure and amount for the musicians and venue. During
this process, they draft contracts between artists, agents or
venues that explain the promoter's fees, travel expenses, dates
and times of sound checks and the length of the performers'
sets. Additionally, a music promoter may have the following
duties:
Analyzing the cost and profitability of performances
Securing performers' living arrangements for tours
Arranging performance rehearsals
Developing advertisement strategies for marketing events
Scheduling radio, television, magazine, newspaper and billboard
advertisements
Advertising social media promotions
Distributing flyers around a specific location
Creating websites for large events
Planning and maintaining budget limits
Complying with contract terms
Employing assistants to help them manage ad campaigns and other
tasks
How to become a music promoter
There are no specific steps to starting a career in this
industry, but there are steps that may make becoming a music
promoter easier. Here's a list of steps to help you begin a
music promoter career:
Update your knowledge of
the music industry
Working in the music industry requires extensive knowledge of
industry practices and popular music in different genres. It
also requires knowledge of how other promoters and event
planners organize these events. You can build your knowledge of
music and the music industry by reading music trade magazines
and attending festival events. Consider events in a variety of
music genres so you can learn the general layout of these
concerts and festivals. Knowing the differences between genre
events may give you some ideas for how to organize and promote
future performances.
Get an education
Some music promoters pursue an education by getting a degree in
business, marketing or entertainment management. These degrees
often help students learn foundational skills for working with
other employees in the music industry. They may also help you
develop negotiation and communication skills. Music promoters
use these skills during the planning and promoting process when
communicating with venues, hotels and other related businesses.
Colleges may also provide students with promotional learning
opportunities. For example, you could volunteer to lead the
promotion of small events or projects for a membership group,
student organization or your university. These opportunities can
provide you with promotional practice and material to include in
the experience section of your resume.
Consider an internship
Consider pursuing an internship with local promotion or event
management companies. Internships sometimes lead to permanent
job positions and add value to the work experience section of
your resume. They also provide students with practical
experience in their desired industry. Interning at these
companies may help you gain experience in event planning or
promotion, even if some events don't relate to music.
Network and build a
reputation
Networking often helps people find job opportunities. It's
important for anyone in the music industry, but especially for
promoters. You can network as a promoter by contacting local
venues, musicians, event planning companies and even other
promotional companies. You can also attend concerts and
festivals and speak to employees, technicians or artists.
Building a reputation is important because artists and venues
may want to know your work received recommendations from others.
If you can offer high-quality services, musicians may tell other
musicians about their experiences, and this increases your
client range. A music promoter can also build a reputation by
developing financially successful events that create excitement
and high attendance. A music promoter's image and name may also
depend on their character and whether they honor contracts,
successfully market events and promptly pay artists their fees.
Some music promoters begin their careers by accepting junior
roles at promotional companies. Some roles allow for career
advancement as you gain more experience. Even if you don't stay
with the company for a long time, you may learn useful skills
and information about music promotion that can help you later in
your career. For example, a bigger company may have experience
organizing performances and festivals for famous artists or
specific venues. This could teach you how promoters organize
large events.
Some music promoters start their careers by offering freelance
services in their local communities. If you want to start your
own promotion company, consider working with local musicians or
performers first. These events may be smaller and easier to
promote. They also give you practice for arranging larger
events. Local venues, coffee shops, bars or community events may
have more affordable rates.
Consider working with local artists you know. Your first
promotions may be less stressful if you're working with a
familiar person or group. Also, consider offering your services
at a discounted rate to new or developing artists. These first
performances may earn minimal profits, but they often provide
priceless experiences.
We hope this guide has given you some insight as to how to
become a successful local music promoter.
Get our Practical Guide on How to become a Music Promoter in
Nigeria. We will train you on the role of a music promoter,
their job duties, skills and salary, and we explore the steps
you can follow to become one.
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