How to Be Tour Promoter - Job Description, Skills, and Interview Questions

Jun 14, 2020 / 5 Minutes Read / By Albert

How to Become

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The rise in popularity of music festivals has led to a surge in demand for tour promoters. Tour promoters are responsible for organizing and promoting concerts and festivals, as well as managing the logistics of the event. They work with artists, venues, and other stakeholders to ensure that the event is successful.

Tour promoters also help to secure sponsorships and manage the marketing and promotion of the event. As a result of their efforts, music festivals have become increasingly popular and more widely attended, with increased revenue for artists, venues, and the tour promoter.

Steps How to Become

Research the industry. Before becoming a tour promoter, you should research the industry to gain a better understanding of the different aspects of the job. You should learn about the different types of tours, the target audiences, and the various ways to promote them.
Gain experience. To become a successful tour promoter, you should gain experience in the industry by working with other tour promoters or by taking on internships. This will give you valuable insights into the industry and help you build a network of contacts.
Develop a marketing plan. A successful tour promoter should develop a comprehensive marketing plan that outlines their approach to promoting the tour. This should include strategies for advertising, public relations, digital marketing, and more.
Connect with venues. Tour promoters should make connections with venues in order to book shows for their tour. This includes connecting with clubs, bars, arenas, and other places where concerts can take place.
Develop relationships with artists. Tour promoters should also develop relationships with artists in order to book them for the tour. This includes reaching out to managers, record labels, and agents in order to secure deals for artists to perform on the tour.
Promote the tour. Once you have booked venues and artists, you should start promoting the tour. This includes creating flyers and posters, advertising online and in local newspapers, and using social media to spread the word about the tour.

In order to stay updated and competent as a tour promoter, it is essential to stay connected to industry trends, actively network, and communicate with other tour promoters. Staying in touch with industry news and developments can help tour promoters keep up with the latest information and find out about new opportunities. networking with other professionals in the industry can provide invaluable insight and create new connections.

Finally, maintaining communication with other tour promoters can bring a fresh perspective and help identify potential problems before they become too serious. With these three strategies, tour promoters can remain informed, knowledgeable, and competitive in the industry.

You may want to check Tour Consultant, Tour Facilitator, and Tour Analyst for alternative.

Job Description

Plan and coordinate all aspects of concert, tour, or festival promotion.
Develop promotional plans to increase ticket sales and attendance.
Select venues, negotiate contracts, and coordinate production staff.
Maintain relationships with artists and their representatives.
Make sure promoters, artists, venues, and production staff comply with legal requirements.
Organize and attend promotion events such as press conferences, interviews, and meet-and-greets.
Monitor industry trends and emerging markets for potential growth opportunities.
Coordinate staffing needs for each event, including security, stage crew, and ticket takers.
Design and produce promotional materials including posters, flyers, and banners.
Negotiate sponsorship and advertising deals with corporate partners.

Skills and Competencies to Have

Excellent communication and interpersonal skills
Good knowledge of music industry and its current trends
Ability to plan and execute marketing campaigns
Excellent negotiation and contract management skills
Strong network of contacts in the music industry
Good understanding of the legal and financial aspects of the business
Excellent organizational skills
Ability to work in a fast-paced environment
Ability to work effectively with artists, venues and promoters
Knowledge of ticketing systems and event management software

Organizational skills are one of the most important skills to have as a tour promoter. Being able to effectively plan and organize events, manage time and resources, coordinate with other personnel, and implement promotional strategies are all essential tasks in order to ensure that a tour is a success. having excellent communication abilities and problem-solving skills are also essential, as they allow tour promoters to effectively interact with the tour's participants, respond to any issues that may arise during the tour, and remain calm under pressure.

Finally, having a deep understanding of the music industry and its trends is also beneficial, as this allows tour promoters to make better decisions when it comes to booking venues, marketing the tour, and setting ticket prices. All of these skills combined make a tour promoter successful in their job.

Tour Director, Tour Coordinator, and Tour Guide Trainer are related jobs you may like.

Frequent Interview Questions

What experience do you have in the tour promotion industry?
How would you go about creating an effective promotional plan?
How do you go about engaging potential customers and creating excitement for the tour?
What strategies do you use to ensure that the tour is successful?
What methods do you use to track and measure the success of a tour?
How do you utilize social media to promote a tour?
How do you handle customer inquiries and questions about the tour?
What challenges have you faced in past tour promotions and how did you overcome them?
How do you stay up-to-date on the latest trends in tour promotion?
Describe a time when you went above and beyond to ensure a successful tour promotion.

Common Tools in Industry

Event Management Software. A software that helps to manage and organize events. (eg: Eventbrite)
Ticketing Software. A software that helps to create, manage, and sell tickets to events. (eg: Ticketmaster)
Promotion Tools. Tools that help to create and manage promotional campaigns. (eg: MailChimp)
Social Media Management Software. A software that helps to manage and monitor social media accounts. (eg: Hootsuite)
Advertising and Marketing Tools. Tools that help to create and measure the success of advertising campaigns. (eg: Google Ads)
Email Marketing Software. Software that helps to create and send out email campaigns. (eg: Constant Contact)
Analytics Tools. Tools that help to track website and event performance metrics. (eg: Google Analytics)
CRM Software. Software that helps to manage customer relationships. (eg: Salesforce)
Networking Platforms. Platforms that help to connect with potential customers and partners. (eg: LinkedIn)

Professional Organizations to Know

National Association of Music Merchants (NAMM)
International Association of Venue Managers (IAVM)
American Association of Independent Music (A2IM)
International Live Music Conference (ILMC)
Festival & Tour Promoters Association (FTPA)
International Music Managers Forum (IMMF)
International Music Summit (IMS)
Association of Independent Festivals (AIF)
Festival Congress
Concert Promoters Association (CPA)

We also have Tour Developer, Tour Assistant, and Tour Guide jobs reports.

Common Important Terms

Booking Agent. A professional who negotiates contracts between an artist and a venue or promoter.
Contract. A legally binding agreement between two or more parties.
Tour Manager. A person responsible for managing all aspects of an artist's tour, including budgets, logistics, and scheduling.
Artist Rider. A list of requests that a performer requires in order to perform at a venue or event.
Ticket Sales. The process of selling tickets for a live show or event.
Merchandise Sales. The process of selling merchandise such as t-shirts, posters, and other items associated with the artist or event.
Publicity. The process of creating awareness and interest in a tour or event through media outlets such as radio, television, newspapers, and magazines.
Sponsorship. Financial or in-kind support provided to an event or tour by an external organization.

Frequently Asked Questions

What is a Tour Promoter?

A Tour Promoter is a professional who specializes in organizing, managing, and promoting concerts and events for touring artists and bands. They are responsible for securing venues, coordinating transportation, marketing the event, and managing the financial aspects of the tour.

What qualities make a successful Tour Promoter?

A successful Tour Promoter must have strong organizational skills, excellent communication and negotiation skills, be detail-oriented, and have a comprehensive understanding of the music industry. They should also have a good understanding of marketing and promotion, as well as an extensive network of contacts in the music industry.

How much does a Tour Promoter typically charge?

Tour Promoters typically charge a percentage of the events gross revenue, usually between 10-20%. Additionally, they may charge an upfront fee to cover their costs of promoting the event.

What other services do Tour Promoters provide?

In addition to promoting the event, Tour Promoters may also provide other services such as tour planning, artist management, booking agents, marketing campaigns, and stage setup and management.

What is the average salary for a Tour Promoter?

The average salary for a Tour Promoter depends on factors such as experience, location, and number of events promoted. Generally speaking, most Tour Promoters make between $35,000-$100,000 per year.