How to Become a Concert Promoter in the US

Promoters organize concerts for artists in designated venues. The concerts are meant to enhance the visibility of the artists, introduce new singles and promote album sales as a direct result of the interest that the artist generates during the show. A poorly organized concert can adversely affect the reputation and album sales of an artist. Therefore, concert promoters have a great responsibility in ensuring that the concerts go off without a hitch. They may either work independently, such that they can organize concerts all over the world or work for a local promotion company and be in charge of all shows at the specific venue.

What Does a Concert Promoter Do?

Concert promoters work with artists, their managers, agents and record companies to put together a show that lets the artist interact with their fans and sell music. Their specific duties include:

  • Consulting with the artists and their teams on the type of concert they would like organized
  • Scouting for venues and scheduling the concert to ensure it does not coincide with other events at the venue
  • Liaise with all the relevant stakeholders and service providers to have the concert venue properly set out
  • Liaise with media outlets and utilize other promotional avenues to generate significant buzz about the upcoming show
  • Make payments towards securing goods and services for the show and promoting and thereafter settling pending invoices after the concert ticket sales are in


You do not need an academic degree or any other formal qualifications to become a concert promoter. However, if you have a degree in marketing, advertising, public relations or events planning, you already have the fundamentals needed to perform this job.

Nevertheless, to work as concert promoter, you have to be qualified in the following ways:

  • In-depth knowledge of music and artists
  • Professional relationships with service providers in relevant industries
  • Knowledge of music audiences and what they would like to see and experience
  • Financial resources to enable you put the show together and meet all the monetary obligations
  • Obtain liability insurance for any damage or loss sustained during the show
  • Working knowledge on how to put together sponsorship proposals
  • Working knowledge of contract law and practice to facilitate negotiations
  • Business savvy
  • Stay updated on the latest in the music industry and what your competitors are up to



To cope with the demands of this profession, you will need:

  • To be resourceful and able to create and maintain useful connections with people
  • To be indefatigable as the work requires you to constantly be on the move
  • Have excellent communication and interpersonal skills
  • Possess negotiation and problem-solving skills
  • Ability to work under pressure
  • Exceptional time-management and organizational skills


The pay of a concert promoter is based on a number of variables including the location of the concert, concert turnout and attendant ticket sales and the artist’s ranking and success in the music industry. Therefore, it is possible to make a great amount of money or make big losses when a concert you organized flops. The average per annum pay is: 

Entry Level 



Mid Career

20 percent discount
20 percent discount







Work Environment

Concert promoters are almost never situated in one place for a long time. They spend their time running around coordinating all elements of the upcoming concert and ensuring things run smoothly during the show. After the show, they meet with the ticket sales personnel, retrieve the cash and settle the bills and then they are on to the next gig. It is a highly dynamic profession.

Career Growth and Job Outlook

Concert promoters oversee all the details involved in putting up a show. In view of the slump in album sales, concert promoters are now a hot commodity as they help artists sell their music. Being able to set up concerts anywhere in the world for successful artists and big names in the music industry greatly enhances your opportunities for career growth and sustainability. Therefore, if you have a track record of success and an expansive network that you can call on to provide all that an artist might desire to have a fabulous show, then your career prospects are bright.

Concert promotion is ideal for resourceful people with superb organizational skills and that can handle the pressure of working with celebrities and other stressful demands of the job.

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