Introduction to Concert Promotion

 

Think back to the last concert you went to. Why did you enjoy it? The sound was great, an intimate atmosphere suited both the performer and the audience, you were able to have refreshments during the intermission, and, all in all, you had a great time.

 

The sound was probably good because they had a sound engineer who spent the afternoon setting and testing microphones, running cables, and adjusting the PA to fit the acoustics of the room.

 

The atmosphere suited the occasion because someone took the time to find lights, set them up, and focus them onto the performing area, which had been arranged with appropriate furniture, plants, and perhaps a wall hanging. You even noticed that all this was done before you arrived for the concert (early, because you wanted a good seat), including a small, attractive pitcher of water for the performer(s). Cookies, juice, and coffee were waiting at intermission, thanks to volunteer bakers. Someone picked them up earlier in the day, along with a coffee maker, coffee, juice, cups, napkins, cream & sugar, and stirring implements.

 

As the time for the concert approached, the lights dimmed and the emcee gave a short welcome to the audience, introduced the performer(s), and the evening went off without a hitch, except for the one excited person who spilled their juice on their lap and let out an untimely 'Whoop!"

 

Pretty easy, right? Well, only if you've got an unlimited budget and can hire everyone you need. Most of the time, putting on a concert is serious work. It can be fun too. But if you're putting on an event or concert, be ready to do all of the above yourself, including a whole lot more. You'll probably have help, but be ready to commit a great deal of time and energy. It will be work, but if you're the type of person who likes seeing happy faces on people, it will be worth it.

 

It should be stated right now, that if you're in it for the money, stop reading now. The ultimate objective here is to create a magical communication between the performer(s) and the audience... be it mellow new-age or hard-assed rock and roll. Your job is to make it possible for that magic to take place.

 

That's not to say there are no financial rewards. Concerts can be an effective way of generating income for radio stations, collectives, or what have you. But they certainly are not cost-effective in terms of the hours spent straightening out the myriad of details. As with most small organizations, volunteer-power is necessary, important, and besides, it's fun to work together.

 

This book is divided into several sections, over thirty chapter of important detail and hundreds of tips about the entertainment industry.  The first is an overview of the whole process, followed by detailed sections on planning, promoters, publicity, lighting, sound, and finally, a few collected philosophies.

 

It's probably safe to say that no one gets into the concert business on purpose. You or your organization may have been approached by an agent, performers themselves, or maybe you got a good deal on a sound system at a garage sale. It's too late to turn back...here you are!

 

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