Promotion & Marketing

Music promotions managers, or music promoters, publicise solo recording artists and bands, and promote live music events.

The work might also involve dealing with budgets and administration.

Promotions managers working for a record company or solo artist are involved in: writing press releases to publicise your client's music or tour; organising publicity events such as media interviews and personal appearances; going to publicity events with clients; getting airtime on radio and TV shows (known as ‘plugging’); networking with contacts in the music industry; organising tours; dealing with designers, printers and marketing staff; negotiating contracts; and listening to new acts and deciding whether to offer them a contract (known as ‘artiste and repertoire’ or ‘A and R’).

They also work at live music venues, where they: choose and book suitable acts; deal with agents, caterers and suppliers; arrange a full programme of shows for the season with no double bookings; identify suitable audiences; organise marketing and publicity; and arrange entertainment licences.

Starting salaries for assistants in record companies can be around £16,000 to £18,000 a year. With experience this can rise to between £20,000 and £40,000. Top salaries can reach £100,000.

It is common to work freelance or on short contracts, so actual income may vary. Many promotions managers also take a percentage of performers' earnings.

You do not need specific qualifications to work in the music industry, and there is no set career path into working as a promoter.

The key is to get practical experience and develop a network of contacts in the industry.

You would often start in an administrative job for a record company, TV or radio station or a music venue, and work your way up to the promotions, marketing or ‘A and R’ department as you get to know the industry.

You could also choose to take a course in music industry management before you look for work. If you take one of these courses it will not guarantee you a job as a music promoter, but it could help you to develop practical experience and contacts.

Relevant foundation degrees, BTEC HNDs and degrees are available at a few colleges and universities.

Other ways you could build useful experience in the music industry include: finding work placements with record companies or music PR agencies; promoting local bands; organising and promoting local gigs; writing gig reviews for local or student press; getting involved in student or community radio.

You may find it helpful to have experience in a related area like sales and marketing, public relations, event organisation or advertising.

Knowledge of accounts and contract law can also be useful.