How to Become a Concert Promoter in 2025: Key Skills, Tools, and Strategies for Success

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The live music industry is thriving in 2025, offering exciting opportunities for aspiring concert promoters. However, breaking into this competitive field requires networking, skills, and a deep understanding of how the industry operates. Whether you're just starting or looking to grow, this guide will walk you through the essentials of becoming a concert promoter, including key job requirements, tools, and insider tips.

Before you begin, it’s also very important to understand “How Shows Get Booked.” Here is a tutorial on the entire booking process from getting the avail to going on sale.

Key Job Requirements for Concert Promoters

1. Networking is Everything

Building connections is the cornerstone of a successful career as a concert promoter. It’s not just about who you know but who knows you. Here’s how to get started:

  • Attend Industry Conferences:

    • PollstarLive (Los Angeles, February): A top-tier conference for high-level industry professionals.

    • IEBA (Nashville, October): A must-attend event for connecting with entertainment buyers and agents.

    • NIVA Conference: Ideal for connecting with independent promoters and venues.

    • Bonus: SXSW (Austin, March) is great for exploring the broader creative landscape.

  • Cold Outreach: Cold emails and calls are inevitable when starting out. Use these methods to introduce yourself to agents and promoters. Remember to keep the tone professional and concise.

  • Face-to-Face Meetings: Once you’ve established initial contact, plan trips to industry hubs like Los Angeles, Nashville, and New York. Meeting in person strengthens relationships and shows your commitment.

2. Develop Key Skills

Successful concert promoters possess a mix of soft and hard skills:

  • Communication: Email remains the primary form of communication, but a well-timed phone call can make all the difference.

  • Negotiation: Understanding deal structures is crucial when working with agents and venues.

  • Patience and Persistence: Building relationships and booking shows take time, so consistency is key.

3. Understand the Financial Landscape

Salary expectations for concert promoters vary widely. Articles online suggest a range of $28,000 to $187,000 per year, but if you’re running your own business, the sky's the limit. Early on, focus on building experience and revenue streams like ancillary income and promoter rebates.

Essential Tools for Concert Promoters

1. Industry Platforms

  • PollstarPro: Offers invaluable insights into new signings, tour announcements, and artist performance history. Start with the Industry Hotwire feature to track emerging talent.

  • Rostr: A tool that maps agency representation for artists and provides valuable visuals for festival lineups and agent relationships.

  • Celebrity Access: An additional resource for industry contacts and event news.

2. Venue Research

Subscribe to email newsletters from venues across the country, focusing on spaces with 200–1,000 capacities. Analyze their announcements to identify potential booking opportunities in your market.

3. Festivals and Newsletters

Stay updated on festival lineups and emerging artists by following industry newsletters. Look for acts that haven’t toured your region yet—they’re likely to be open to new markets.

Steps to Building Your Career

1. Start Locally

Begin by organizing small events:

  • Local showcases

  • Club nights featuring emerging artists

  • House concerts

These events allow you to build a reputation, gain experience, and establish relationships with local artists and venues.

2. Follow Up Religiously

Networking doesn’t stop after the first meeting. Regularly follow up with agents, promoters, and other industry contacts. Keep communication concise and professional, ensuring you stay on their radar without becoming a nuisance.

3. Invest in Relationships

As you book shows and develop rapport with agents, consider visiting their cities for in-person meetings. Prioritize trips to Los Angeles, Nashville, and New York, and consider secondary markets like Denver and Chicago for additional networking opportunities.

Keys to Success in Concert Promotion

  1. Master Forecasting: Accurate budgeting is critical. Understand ticket sales potential, expenses, and ancillary revenue streams to maximize profitability.

  2. Embrace Feedback: If you lose out on a show, ask agents what you could do better. This feedback is invaluable for growth.

  3. Be Part of Your Local Scene: Attend shows, support local artists, and immerse yourself in the community. Building a scene benefits everyone involved.

Final Thoughts

Becoming a concert promoter in 2025 requires dedication, strategic networking, and a passion for live music. While the road can be challenging, the rewards are worth it for those willing to put in the work. Start small, leverage the tools and strategies outlined here, and continuously invest in building your skills and network.

Want to dive deeper? Check out the full 45-minute video with more tips and strategies on Patreon.

5 Ways Local Bands Can Split Ticket Revenue or Money Made at the Door

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When hosting a show with local artists, one of the most common questions is how to fairly split the profits made at the door. Whether you’re an artist or a promoter, navigating this process is key to ensuring a smooth and successful event. In this guide, we’ll explore five popular methods for dividing income among participating artists, each with its own advantages and considerations.

Why Splitting Profits Matters

The way you distribute revenue can make or break relationships between collaborators. A fair and transparent process fosters trust, encourages teamwork, and strengthens your local music community. The right approach often depends on the nature of the event, the effort of the artists involved, and the goals of the show.

1. Split Money Evenly

This is the simplest and most straightforward method. After covering all expenses, the remaining profits are divided equally among the artists.

Best For:

  • Shows featuring friends or artists who trust each other.

  • Events where all participants contribute equally to promotion and ticket sales.

Pros:

  • Easy to calculate and implement.

  • Promotes camaraderie and fairness in tight-knit communities.

Cons:

  • May feel unfair if some artists contribute significantly more effort or draw a larger crowd.

2. Pre-Sales with Artists Keeping the Majority

Each artist is given a set number of tickets (e.g., 50-100). They keep most of the revenue from the tickets they sell, while a small portion contributes to covering expenses. Any profits from door sales are split evenly.

Best For:

  • Events where artists have strong individual followings.

  • Collaborative shows where everyone is motivated to promote ticket sales.

Pros:

  • Rewards artists who actively sell tickets.

  • Encourages strong pre-show promotion.

Cons:

  • Requires careful coordination to track ticket sales and expenses.

3. Pre-Sales with Revenue Percentage Allocation

In this method, artists receive a share of the profits based on the percentage of tickets they sold during the pre-sale. For example:

  • Band A sells 40 tickets (40% of total pre-sales) and earns 40% of the revenue.

  • Band B sells 25 tickets (25% of pre-sales) and earns 25%.

Best For:

  • Events with artists of varying promotional abilities.

  • Situations where pre-sale efforts significantly impact attendance.

Pros:

  • Rewards effort and hustle in pre-sales.

  • Encourages a competitive yet fair environment.

Cons:

  • Artists with day jobs or limited time may find this system challenging.

  • May lead to tension if sales efforts vary widely.

4. Clear Headliner Scenario

When a local artist has a large following and can easily sell 150-200+ tickets, they take on the role of headliner. After expenses are covered, the headliner keeps the profits while other performers are paid a guaranteed fee (e.g., $100-$150 for openers and $250-$500 for direct support).

Best For:

  • Shows anchored by a well-known local artist.

  • Events with a clear hierarchy among performers.

Pros:

  • Mimics the structure of national touring acts.

  • Rewards the headliner for their drawing power.

Cons:

  • Not ideal for collaborative or community-driven events.

  • Requires a headliner with consistent ticket-selling power.

5. Tally at the Door

For events without pre-sales, you can track attendance by asking attendees at the door which artist they came to see. Revenue is then split based on the percentage of attendees attributed to each artist.

Best For:

  • Shows with no pre-sale system.

  • Events with multiple artists and varied audiences.

Pros:

  • Simple and transparent for events without advance ticketing.

  • Rewards artists who draw the most attendees.

Cons:

  • Can lead to disputes over accuracy or honesty at the door.

  • May not encourage collaboration among artists.

Choosing the Right Method

When deciding how to split profits, consider the following:

  1. Effort and Contribution: Did all artists promote the event equally?

  2. Audience Draw: Who is bringing the most attendees?

  3. Community Goals: Are you building a collaborative music scene or hosting a competition?

Collaborating fairly ensures a positive experience for everyone involved and strengthens your music community.

The Bigger Picture: Building a Music Scene

Fair profit-sharing isn’t just about the money—it’s about fostering a supportive environment where local artists thrive together. By working collaboratively and lifting each other up, your local scene can gain national attention and opportunities.

Final Thoughts
No matter which method you choose, transparency and communication are key. Clearly outline expectations and agreements before the event to avoid misunderstandings. If you’re looking for more insights into the music industry, check out the resources and workshops at Making It Academy.

Want to Learn More?
Join the Making It Academy for live workshops, expert advice, and a thriving community of artists, promoters, and managers. Together, we’re navigating the music industry and making it happen!

Until next time, go see shows, meet people, and make stuff happen. 🎶

How An Independent Promoter Can Become a Talent Buyer for Live Nation

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Ever wondered how someone starts as an independent promoter and transitions to becoming a talent buyer for a company like Live Nation? It’s a question I get often, and in this blog post, I’ll share my journey, the lessons I’ve learned, and tips for anyone looking to follow a similar path. Shoutout to Gavin on Instagram for inspiring this topic—thank you for reaching out!

My Unexpected Start in Music

I didn’t begin my career in the music industry—I was actually a pre-med student at the University of Central Florida (UCF). My love for live music, however, had been a constant throughout my life. Growing up in Germany, my first concert was Guns N' Roses at the Frankfurt soccer stadium. By the time I moved to the U.S. at age 12, attending shows had become my passion.

In high school and college, I went to as many concerts as I could. My friends and I even tracked every show we attended in a notebook, noting the date, venue, and city. One month, we managed to attend 23 shows! This immersion in live music became the foundation for everything that followed.

The First Steps: Local Shows and Networking

Attending local shows was a game-changer. Many of these events were affordable (just $5 or $10), and they gave me the chance to meet the bands and the people behind the scenes. One of these connections was Anna Reyna, a musician in a local Orlando band. She taught me about artist management and promoting concerts in exchange for personal training sessions.

During my time at UCF, I also volunteered for an organization called Volunteer UCF, eventually becoming the Director of Hunger and Homelessness. Inspired by Chuck D of Public Enemy, I decided to organize a charity concert to raise money for local and global causes. This event—Rock for Hunger—marked my first step as a promoter.

Learning Through Experience

Organizing Rock for Hunger taught me how to book bands, secure venues, and market events. The success of this festival led to additional opportunities. Bands who performed at the event asked me to book shows for them, and I began managing artists and promoting concerts across Florida.

Realizing that having a venue to book consistently would give me an edge, I started working with a local venue called Central Station. Over time, I booked close to 50–60 shows a year there.

Scaling Up: The Plaza Live

The turning point came when I partnered with The Plaza Live in Orlando. My goal was to elevate the venue, and over three years, we achieved significant milestones:

  • Made the Pollstar Top 100 Clubs in the World list for three consecutive years.

  • Earned recognition as the Best Venue in Orlando by both the Orlando Weekly and Orlando Sentinel.

One standout moment was booking the reggae band SOJA, which resulted in record-breaking bar sales for the venue. This success opened doors for more opportunities, eventually leading to a partnership with AEG to host 5–8 shows per month.

The Leap to Live Nation

Although I was thriving at The Plaza Live, I wanted to grow further. I applied for a talent buyer position with Live Nation at House of Blues New Orleans. My first application didn’t land me the job, but I used the feedback to improve.

Over the next two years, I focused on diversifying the genres I booked and building relationships. One key connection was Jamalnee, a talent buyer at House of Blues Orlando, who became an invaluable mentor. The second time I applied, I was ready with a detailed portfolio of my accomplishments and knowledge of the New Orleans market. This preparation paid off, and I got the job.

Lessons for Aspiring Promoters

  1. Start Local: Attend as many shows as possible and immerse yourself in the local scene. Building connections is crucial.

  2. Focus on a Genre: Specializing in one genre initially can help you establish expertise and credibility.

  3. Diversify as You Grow: To manage a venue or book at a high volume, expand your repertoire to multiple genres.

  4. Be Persistent: Don’t be discouraged by setbacks. Use feedback to improve and keep refining your skills.

  5. Build Relationships: Networking with industry professionals can open doors and provide mentorship opportunities.

Keep Learning and Growing

Today, I share my knowledge through workshops and the Making It Academy, helping artists, promoters, and venues succeed. If you’re passionate about the music industry, my advice is simple: go see shows, meet people, and make things happen.

Thank you for reading my story. I hope it inspires you to take the first step in your journey as a concert promoter. If you’d like to learn more, check out Making It Academy for workshops and resources.

Until next time, spread love, positivity, and kindness—and don’t forget to go see shows!

Watch the full video from this post.

ASTROWORLD Festival Disaster, Truth About Concert Security & Solutions

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At ASTROWORLD, as of November 9, 2021, 8 people were reported dead, 11 experienced cardiac arrest, and over 300 people were injured, due to crowd surge, the potential of people getting stapped with needles with unknown substances, and people storming the entrances. This is a tragedy that could have and should have been prevented. In this episode, we cover a history of tragedies at concerts, the events of Astroworld, and solutions for the future.

MuensterVision - Releasing Music & Building Communities with NFT and Divorcing Traditional Platforms

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MunsterVision is a hip-hop artist based in Houston, TX, and a pioneer in the world of NFT's. He's completely abandoned the traditional music platforms, because of their favoritism to major label artists and not giving independents a real change due to PAYOLA. He has gone the route of blockchain technology and NFT's to release content and music. In this episode, we discuss his journey and experience with NFT's, which platforms he uses, and much more.

How to Become An Music Artist Manager Today - Skills, Strategies, and Education

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How do you become an artist manager in the music business? You can start today! It's all about getting reps and becoming a practitioner.

Books mentioned in this episode:
How to Make It in the New Music Business: https://amzn.to/3fRtxsx
All You Need to Know About the Music Business: https://amzn.to/3umqUEw

Podcasts Mentioned:
Creative Juice - https://indepreneur.io/podcast/
Rick Barker - https://rickbarker.com/podcasts/
Ari Herstand - https://aristake.com/nmb/
Lennon Cihak - https://lennoncihak.com/podcast
Katie Zaccardi - https://www.katiezaccardi.com/podcast

Does the Number of Social Media Followers, Streams, and Views Matter in 2021 & beyond for Musicians?

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Does the number of followers you have on any of the social media platforms, or how many streams you get, or how many views you get matter? Kind of. But there is a whole lot more that goes into it than just that. Those are vanity metrics. In this video, I discuss what really matters for musicians when building a business.

Building a Powerful Music Industry Network - A Strategy I Call Artist ID

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It's impossible to network with and meet everyone. You have to have the right strategy. Learn how to network with the right artists and professionals behind the scenes.

Get a FREE copy of the "Artist ID Spreadsheet" here. When you sign up, it'll lead you to a google doc. Create a copy or download the file: https://www.makingitwithchrisg.com/artistid

Phillip Stutts - Applying the Undefeated Marketing System to the Music Industry

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Phillip Stutts is the marketing mind behind winning over 1,400 elections from presidential races to congress, the senate, and many other elected positions. He developed a 5-step marketing system that can be applied to winning presidential elections to marketing fortune 200 companies to marketing independent musicians and small businesses. Stutts is the author of the Undefeated Marketing System and host of the Undefeated Marketing Podcast where he features some of the most brilliant marketers in the world.

To learn more about Phillip Stutts visit https://www.phillipstutts.com.

Rebecca Day - The Free Market Musician Integrating Creativity in Music, Business & Life

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The Free Market Musician is edited and published by independent singer, songwriter, performer, and writer, Rebecca Day. Over the past decade, Rebecca has run her music business with a dogged passion and stubborn desire to, like The Fountainhead character, Howard Roark, see her work done her way.

Over the years she has self-funded several independent regional tours with her group The Crazy Daysies. She has also independently released 2 EPs, a full album, and several singles under her own publishing company.

In this conversation, we discuss DIY musician strategies, managing your music and business, free-market philosophy and economics, Anarcho-Capitalism and much more.

To learn more about Rebecca Day visit:
https://thefreemarketmusician.com/
FB: https://www.facebook.com/thecrazydaysies
TW: https://twitter.com/RebeccaDayMusic
IG: https://www.instagram.com/rebeccadaym...

Foundation to Your Music Career: Content, Customer Journey, Branding & Business Models

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This is the foundation lesson of a 12-week series that started on 1/18/2021. Get Access to all 12 Lessons and more: https://www.patreon.com/makingitacademy. If the program is still going on, we will be adding a new lesson every Monday. This foundation lesson shares the basics to what we will be exploring over the next 12 weeks. Creating your content strategy, customer journey's and building your funnel, branding, business models, and much more.

Bree Noble & Katie Zaccardi - Launching a New Revenue Stream for Your Music Career

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Katie Zaccardi is a musician, marketing expert, has her own podcast Out To Be, and offers many amazing coaching resources for DIY Musicians.

Learn more about Katie at https://www.katiezaccardi.com/. Bree Noble is also a musician, entrepreneur, and coach helping DIY musicians launch their career.

Learn more about Bree Noble at https://profitablemusician.com/.

The two of them are working together on an amazing new course that goes live this month, June 2021, helping artists launch a new revenue stream for their business.

Music Marketing with the NEW TikTok feature, Marketing Budgets, & Building Discord Communities

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Welcome to a new format in our series! This is our music, marketing, entrepreneurship, and finance news episode with my co-host, Sara Salomon. In this first episode, we discuss four different articles focused on the new TikTok Promote feature, should you be on TikTok, how to build your music marketing budgets, and building discord communities.

Connect with Sara at https://www.instagram.com/thesarasalomon

Articles mentioned:
https://www.musicbusinessworldwide.com/frank-harris-jason-derulo-tiktok-is-running-everything/
https://www.socialmediaexaminer.com/how-to-use-tiktok-promote-to-reach-new-audiences/
https://bandzoogle.com/blog/how-to-create-a-music-marketing-budget-in-4-simple-steps
https://blog.hubspot.com/marketing/discord-advertising

Jordan Kurland - Founder of Brilliant Corners Artist Management & Serial Entrepreneur

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Jordan Kurland is a founding partner in Brilliant Corners Artist Management. With offices in San Francisco, New York, and Seattle Brilliant Corners represents a diverse array of artists including Death Cab for Cutie, The Postal Service, Toro Y Moi, Best Coast, Soccer Mommy, Real Estate, New Pornographers, and Pup.

Kurland is also a partner in Noise Pop Industries. Based in San Francisco, Noise Pop curates, produces, and promotes various events throughout the greater Bay Area including the Noise Pop Festival. He was one of the founding partners of the groundbreaking boutique outdoor music festivals, Treasure Island, which ran from 2007-2018.

Kurland currently sits on the board of three San Francisco based non-profits: McSweeney's, Stern Grove Festival, and experimental art and performance space, The Lab. Previously he served on the boards of 826 National, Marin Headlands Center for the Arts, the Bay Area chapter of NARAS, and Revolutions Per Minute, an organization dedicated to connecting artists with social causes. Additionally, he spent five years on the board of directors for the Independent On-Line Distribution Alliance (IODA) which ended in a partial acquisition by Sony in 2009.

Kurland is politically active. He was on the entertainment advisory committee for Barack Obama in 2012 and Hillary Clinton in 2016. Starting in 2004, he launched various election-based projects with the author, Dave Eggers. The most recent was a pair of digital compilations called Good Music to Avert the Collapse of American Democracy, Volumes 1 and 2. The two albums raised over $550,000 in 48 hours for voter's rights organizations, Fair Fight, Color of Change, and Voting Rights Lab. Other initiatives include the Future Dictionary of America (2004), the website 90 Days, 90 Reasons (2012), and 30 Days, 30 Songs (2016).

Lastly, Kurland is an investor in San Francisco restaurants Central Kitchen, Salumeria, and Wise Son's Deli as well as the celebrated bar, Trick Dog.

Cherele - An Independent Hip Hop Artist Using Creativity in Music & Business

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Cherele is an Independent Hip Hop artist based in Atlanta, GA. Originally from Ft. Myers, FL she has taken her career into her own hands by using her creativity not just in her music but also in her business. Cherele has been involved in booking and promoting her own shows in very creative ways to being booked for tours and playing festivals such as Rolling Loud. She's a creative content creator that brings fun and unique branding into everything she does.

She recently dropped her newest single "KIKI" which you can hear here: