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

Start Local: Attend as many shows as possible and immerse yourself in the local scene. Building connections is crucial.
Focus on a Genre: Specializing in one genre initially can help you establish expertise and credibility.
Diversify as You Grow: To manage a venue or book at a high volume, expand your repertoire to multiple genres.
Be Persistent: Don’t be discouraged by setbacks. Use feedback to improve and keep refining your skills.
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!