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Promoter (entertainment)

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(Redirected fromMusic promoter)

Apromoterworks with event production and entertainment industries to promote their productions, including in music and sports. Promoters are individuals or organizations engaged in the business ofmarketing and promotinglive, orpay-per-viewand similar, events, such as musicconcerts,gigs,nightclubperformances andraves;sportsevents; andfestivals.

Description

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Business model

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Promoters are typically engaged asindependent contractorsor representative companies by entertainment venues, earning a pre-arranged fee, or a share of revenues (colloquially known as a "cut" and "share of the house" ), or both. A share of revenues is often a simple percentage of admission fees (called "the door" ) and/or food and drink sales, with many variations possible, such as minimums or maximums, allowances for various expenses, or limitations (such as only alcohol sales after midnight). Other promoters operate independently, renting venues for a fixed fee, or under arevenue sharingarrangement with the venue holder, thus keeping larger profits from successful events. One common arrangement for small venues is for the promoter to earn all of the admissions fees, while the venue retains all food and drink revenue.

Some venues have exclusive arrangements with a single promotion company, others work with multiple promoters on a rotating schedule (one night per week, for example), or on an event-by-event basis. Promoters often work together — either as equal partners, or assubcontractorsto each other's events. Several promoters may work together for a special event, such as a largeNew Year's Eveparty in a hotel ballroom. They may also engagefreelancehosts for their social influence; these amateur promoters market the events to their circle of friends and/orsocial mediafollowers, in exchange for special treatment and/or free admission to the event and at times, and may form or be included instreet teamsthat promote events at other live venues.

Minimally, an event promoter managespublicityandadvertising.Depending on the arrangement, they may also handlesecurity,ticket sales,event admission (door policies), decorations, and booking of other entertainers. Many promoters areDJsormusiciansthemselves, and may perform at their own events. Some bloggers and individuals with a large following on social media may consider themselves as promoters and charge fees promotional service via their social media platform(s), or through their efforts.

Many musicians and artists act as de facto promoters for their own concerts, either directly or through their manager orbooking company.Historically, promotion has been acottage industry,with companies operated by one or several well-connected charismatic individuals, often working part-time. However, with the rise of corporate ownership of live entertainment assets, several large companies have emerged in the field.

Contracts and disputes

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There are often disputes over money in the promotions industry because it is largely cash business with a history of corruption and unevenrecordkeeping.In addition there are manyaccountingcomplexities to manage, particularly for large events: revenue, expenses, and oversight ofparking,coat checks,concessionvendor sales (e.g.,CDsandt-shirts),box officeso-called "convenience fees",in kindtrades, promotional give-away items used to lure guests (e.g., free drinks), costs forinsurance,cleaningstaff, and so on. One area of frequent contention arequid pro quocross-promotions,where the promoter or some other party connected with the venue will obtain a favor (for example, a price discount) in exchange for giving a future favor to the vendor. If the existence of the scheme, or the relationship between the parties, is undisclosed this may become a form ofbribery.Another opportunity for misunderstanding are the various "lists" of guests who will be admitted for free or with VIP treatment, and the "door policy" used by bouncers to decide who will be admitted and at what price. To deal with these complexities event contracts can become quite long and detailed. Whether written or not, these arrangements tend to favor the party with the greater sophistication or the more control over the production of the event. Even the most detailed, professionally written and negotiated contracts can become the subject of lawsuits over interpretation.

Because nightclubs are often associated with drug and alcohol consumption, rowdiness, and other late-night behavior, promoters may become entangled in various criminal disputes as well.

Methods

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Promoters bring crowds through a variety of methods. The most direct areguerrilla marketingtechniques such as plasteringposterson outdoor walls,flyposting,and distributinghandbillson windows of cars parked in entertainment districts. Promoters also keep mailing lists, usuallyemail lists,of their preferred guests and their wider list of potential customers. Many promoters have taken advantage of online technology such associal networking servicesand event listing sites to handle publicity, invitations, mailing lists, and so on. Clubs and promoters are among leaders inSMStext message advertising to their own lists as well as sponsored snippets on third-party lists for daily content to subscribers. Many fans promote events, products through their Facebook/Twitter/Myspace on their own free will.

Promoters often build abrandout of their own personalities and the parties they host, marketing the events under a consistent name, style, type of program, and social experience that downplays the branding of the venue or artist. They may develop a loyal clientele that will follow them from one location to another.

Image promotion and VIP hosting

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In cosmopolitan cities with large affluent populations, there are upscale venues that employ the services of a special kind of promoter called an image promoter. The role of the image promoter is to bring celebrities or fashion models to high end venues and host them at a VIP table. In order to entice models and celebrities to come to the venue, the image promoter is provided with a VIP table and complementary alcohol. High end venues use the presence of models and celebrities to market their venue to an affluent clientele which may often only obtain admittance to the venue through agreeing to spend a certain amount of money on alcohol at the establishment.[1]

Notable promoters

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Music and other events

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Sports

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Basketball

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Boxing and mixed martial arts (MMA)

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Football

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Hockey

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Swimming

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Tennis

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Professional Wrestling

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Miscellaneous

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See also

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Notes

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  1. ^"Nightlife promoters - Having Adventures After Dark | What Does it take to be a Promoter Part I – Model Promoters".Archivedfrom the original on 2013-01-30.Retrieved2013-02-19.

References

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  • Myler, Patrick (1997).A Century of Boxing Greats: Inside the Ring with the Hundred Best Boxers.Robson Books (UK) / Parkwest Publications (US).ISBN1-86105-258-8.
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