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How to Promote a Concert by Leveraging a Software Tool?

How to Promote a Concert: What’s Involved?

Wondering how to promote a concert to get more people in the door? There’s a lot that goes into concert promotion.It involves booking talent, securing venues, and marketing the show. Concert promoters work with several people, among them:

  • Talent
  • Buyers
  • Artists
  • Personal managers
  • Agents
  • Venue managers
  • Ticketing companies
  • Sound and lighting technicians
  • Graphic designers
  • Marketing pros
  • Transportation companies
  • Caterers

A single concert may require tons of collaboration and completing hundreds of tasks for the show to go as planned. For many who have been in the business long enough to understand the intricacies and interdependencies of pulling off a show, how to promote a concert is a recipe made out of secret ingredients they often don’t share. 

What Makes a Promoter Successful?

Suppose you ask an experienced concert promoter how they’re different, beyond the size of the shows they promote. In this case, they will frequently say it’s because of their stellar communication skills, organizational abilities, or interpersonal talents. These characteristics may make them successful. 

But thanks to technology, concert promotion is getting a facelift, enabling up-and-coming promoters to become more competitive and widen the gap between themselves and everyone else, even more so now, in pandemic times.

There were many changes during the covid months, including, of course, live musical performances. The restrictions the industry faced will not last forever, though. All businesses are getting ready for the days when bookings will resume and the wave of people will arrive safely at each venue. 

With more music spaces opening up, audiences will be more ready than ever to enjoy live performances, perhaps even to appreciate them further. In this upcoming surge in live event interest, how can leading concert promoters and venue owners succeed? For many, the only way to run the show is through software.

Related: Choosing The Best Event Management App

Multitasking Isn’t The Answer

The Balance Careers states that some of the best attributes a budding concert promoter can have are organizational skills, great communication capabilities, and a deep love for music. Even with these skills, however, promoters like you need tech tools. Smartphones, tablets, and PCs rule your lives, as well as all of the different applications on them. 

Unfortunately, most of these apps are entirely apart from each other, forcing you to switch from platform to platform, often manually transferring data from one system to the next. This is a highly inefficient practice, yet it’s all you have had at your disposal until now. 

Nevertheless, for those wondering how to promote a concert, the landscape has radically changed with leading innovations, removing much of the manual tasks in favor of automation. Keep in mind these tools just enhance and compliment the skills required to be a successful concert promoter.

Technology helps you utilize those talents more effectively. In fact, because technology automates many of the tasks you’re used to spending so much time doing yourself, you have more time to focus on the people part of the business and enjoy the concerts you promote.

Automation Improves Time Management and Reduces Risk

Automation is critical in promoting concerts. Something as simple as scheduling email reminders to your customer base to encourage ticket sales can do wonders. According to etix, a leading ticketing, and marketing platform, there was an additional $1.8 million in ticket revenue for their partner venues and live events just by automating their email reminders. 

It’s this kind of automation that relieves much of your burden as a music promoter, allowing you to spend this time doing more productive things. Even more, it’s giving you and all concert promoters the ability to reach more people at the correct times with the proper messaging.

Think Beyond Email

Emails aren’t the only automated system a top platform can offer. Many of your colleagues realize their entire system of promoting a concert needs revamping. They are adopting automation software for venue management and talent buying as well. 

The software provides an integrated platform where you can do most of your tasks in one place. Having all of your data in a single location and your various applications integrated saves a ton of time, reduces your risk for human error, and makes your work much more straightforward.

This is good news because the American Psychological Association found that switching between tasks eats up as much as 40% of productive time. Even if you think you’re great at multitasking, the science shows it’s not an effective strategy. By removing as many manual tasks as possible and integrating data, you’re making better use of your valuable minutes. 

Automating tasks may give you time to book more shows, nurture valuable professional relationships, have a better work/life balance, and/or take your company to the next level.

Related: What to Look for In Music Promoter Tools

How to Promote a Concert Leveraging Technology

If you’re not convinced by now, let’s take it a step further and look at exactly what specialized concert promotion software can do for you.

Streamline for Greater Efficiencies

First, concert promotion software will streamline your processes. Instead of disconnected systems and ridiculously complex spreadsheets, you’re using an integrated platform that brings your calendar, offer generation, revenue and expense tracking, settlement, collaboration, and reporting all in one place. No more switching back and forth between applications or being tied to your office because you can’t access the data you need from your mobile phone.

Go Mobile

With the best automated software, you can also build offers of any size right from your mobile device while you look at real-time break-even calculations. You can generate professional, branded offers in less than a minute. How much time would that save you?

Use Templates

The automation goes even further by setting up specific templates for every deal type to speed up the offer generation process at every concert. Auto-fill fields eliminate the need for repetitive, manual entries and the risk of a mistake.


If you’re looking at automation software to promote a concert, be sure to find one with an embedded financial component. Not all of them have it, even though this is one of the most significant tasks for concert promoters like you. It only makes sense to have a system where your ticketing platform is integrated with all of your costs so you can see in real-time exactly where you stand. 

You can track expenses as they occur instead of after settlement. This will give you a better handle on the health of your business and allow you to build more accurate budgets in the future as you can see trends and predict costs.

Modernizing Concert Promotion

It makes no sense to use disconnected systems to run a business when it comes to concert promotion. It requires too much manual effort, multitasking, and time. Your life as a concert promoter means you never have enough time. More complex, disparate systems also open your business up to too much risk, which you can easily avoid through automation.

These risks aren’t only a simple mistaken number in a spreadsheet. Errors can be anything from booking the wrong date, a mistake in the settlement you don’t discover immediately, a missed email from a promoter, or a voicemail from a venue manager you never received. While these may all be innocent missteps, they can quickly lead to pissed-off clients, poor ticket sales, and lost revenue.

Yes, how to promote a concert is changing, but this change is what the industry needs. Concert promoters finally have the tools they need to do their jobs more effectively, building their brand and reputation along the way. There’s never been a better time to jump onto the automation bandwagon. It just might give you the competitive edge you need.
Organizing and promoting concerts is more efficient and centralized with Prism. By signing up for Prism’s mobile-friendly platform, music promoters can manage more without putting in as much effort, eliminating duplications, redundancies, improving team communication, and streamlining the entire promotion process. Get started now.

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