Music Promotions Manager
What is the work like?
Music promotions managers, or music promoters, publicise solo recording artists and bands, and promote live music venues.
As a promotions manager working for a record company or solo artist, your duties would include:
- 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
- listening to new acts and deciding whether to offer them a contract (known as ‘artiste and repertoire’ or ‘A and R’).
You could also work as a promoter for a live music venue, where you might:
- 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
- arrange entertainment licences.
Your work might also involve dealing with budgets and administration.
What qualifications and experience will employers look for?
You do not need any particular 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 in the music industry.
Relevant foundation degrees, BTEC HNDs and degrees are available at a few colleges and universities, including Buckinghamshire Chilterns University College. To search for courses, check Universities and Colleges Admissions Service (UCAS), and the BPI Music Education Directory. You should check entry requirements with individual course providers.
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.
What further training and development can I do?
You will usually develop your skills on the job as your experience grows.
The British Phonographic Industry (BPI) runs one-day ‘Music – it’s the Business’ seminars, covering the structure of the recording industry, distribution, merchandising, promotion and marketing.
Once you are working in music promotions, you could also join the Music Managers' Forum (MMF), for advice, workshops, networking opportunities, and a range of short courses from MMF Training.
Where can I go for more information?
14b Turner StreetManchester
M4 1DZ
Tel: 0161 839 7007
Westminster Bridge Road
London
SE1 7JA
Tel: 020 7803 1300
26 Berners Street
London
W1T 3LR
Tel: 0870 8507 800
If you would like to discuss your career options with a learning adviser at learndirect Careers Advice, call 0800 100 900 or use our online enquiry form
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What salary and other benefits can I expect?
- Starting salaries in record companies can be around £12,000 to £16,000 a year.
- With experience this can rise to £18,000 to £40,000 a year.
- 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.
Figures are intended as a guideline only.
What are the hours and working conditions?
Your working hours would rarely be fixed. You would go to concerts and events at night and at the weekend, and you might deal with administration and promotional events during the day.
You would have an office base, but you will spend a lot of your time going to music venues and promotional events. This can involve travelling around the UK and possibly overseas, and staying away from home.
What skills and knowledge will I need?
- excellent spoken and written communication skills
- good sales and negotiation skills
- knowledge of music and the music market
- the ability to work under pressure
- good organisational skills
- the ability to work well alone and as part of a team
- drive, motivation and persistence
- computer skills.
What opportunities are there?
Most jobs in record companies are based in London, although some opportunities are also available in other major cities. Jobs with music venues are available all over the UK.
Some jobs may be advertised in music magazines and websites, but it is more common to find work through word of mouth and networking. You could also approach record companies and venues directly. Competition for jobs is very strong.
With experience, you could move to a larger company for more pay and responsibility, or you could specialise in an area such as legal advice. Alternatively, you could work freelance, start up your own promotions company, or become an artists' agent or manager.
You may find the following links useful for job vacancies and general reading (links open new window):
Music Week
BBC OneMusic (for information, not job vacancies)
Music Tank (for information, not vacancies)
We do not accept responsibility for the content of external sites.
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