Tour promoter

Tour promoters (also known as concert promoters or talent buyers) are the individuals or companies responsible for organizing a live concert tour or special event performance. The tour promoter makes an offer of employment to a particular artist, usually through the artist’s agent or music manager. The promoter and agent then negotiate the live performance contract. The majority of live performance contracts are drawn up using the American Federation of Musicians (AFM) standard contract format known as the AFM Performance Agreement.

Included among the tour promoter’s various job responsibilities are: (1) obtaining venue, concert hall, entertainment centre, theater, nightclub or arena bookings; (2) pricing the event or tour; and (3) providing air, sea or land transportation (optional). However the promoter must have upfront cash and or sponsorship financing to pay for advertising the tours of the artists. Such advertising costs, usually referred to as a Media or Promotional Kit, commonly include television and radio advertisements, posters, newspaper and magazine adverts, online marketing and so on.

There are no figures available concerning how much an average concert promoter makes annually. Like most music industry professions, compensation depends on the level of success possessed by the artist the promoter works with, location, and what a given market will bear. The promoter assumes all the financial risk in putting on a show, so compensation also depends on how successful the promoter is at negotiating with vendors and creating sold-out shows. Additionally, in-depth knowledge of their operating market and audience characteristics are critical success factors for any tour promoter.

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