Promoter (entertainment)
Encyclopedia
An entertainment promoter i.e. music, wrestling, boxing etc is a person or company in the business of marketing and promoting
live events such as concert
s/gigs
, boxing
matches, sports entertainment
(wrestling events), festival
s, rave
s, and nightclub
s.
by music venue
s, earning an agreed-to fee or royalties
(colloquially known as a "cut"). The royalty structure is often a simple percentage of admission fees (called "the door") and/or food and drink sales, but like other royalty arrangements many variations are possible such as minimums or maximums, allowances for various expenses, or limitations (e.g. only drink sales after midnight). Other promoters operate independently, renting venues for a fixed fee or under a revenue sharing
arrangement with the building owner or tenant, and keeping all of the additional profits from a successful event. One common arrangement for small venues is for the promoter to earn all of the admissions fees, while the venue earns all of the food and drink revenue.
Some venues have exclusive arrangements with a single promotion company; others work with multiple promoters on a rotating schedule (one night per week, for example) or on an event-by-event basis. Promoters often work together, either as equal partners or as subcontractor
s to each other's events. Several promoters may work together for a large special event, e.g. a New Year's Eve party in a hotel ballroom. They may also deputize "hosts", who are essentially socially influential or desirable non-promoters who will market the events to their circle of friends in exchange for special treatment or free admission to the event.
At a minimum the event promoter manages publicity
and advertising
. Depending on the arrangement they may also handle security
, ticket sales
, Admission to an event or establishment
(door policies), decorations, and booking of entertainers. Many promoters are DJs or musician
s themselves, and perform at their own event. Conversely, many musicians act as de facto promoters for their own concerts, either directly or through their manager or booking company
. Historically, promotion has been a cottage industry, with companies operated by one or several well-connected charismatic individuals, often working part-time. However, with the rise of corporate ownership of live entertainment assets several large companies have emerged in the field, most notably Live Nation
via its acquisition (indirectly, via Clear Channel
), of Bill Graham Presents. The larger companies tend to promote more traditional mainstream music in exclusive contracts with concert halls. Alternative music and events and nightclubs remain in the hands of independent promoters.
, coat checks
, concession
vendor sales (e.g. CDs
and t-shirt
s), box office
so-called "convenience fees", in kind trades, promotional give-away items used to lure guests (e.g. free drinks), costs for insurance
, cleaning
staff, and so on. One area of frequent contention are quid pro quo
cross-promotion
s, where the promoter or some other party connected with the venue will obtain a favor (for example, a price discount) in exchange for giving a future favor to the vendor. If the existence of the scheme, or the relationship between the parties, is undisclosed this may become a form of bribery
. Another opportunity for misunderstanding are the various "lists" of guests who will be admitted for free or with VIP treatment, and the "door policy" used by bouncers to decide who will be admitted and at what price. To deal with these complexities event contracts can become quite long and detailed. Whether written or not, these arrangements tend to favor the party with the greater sophistication or the more control over the production of the event. Even the most detailed, professionally written and negotiated contracts can become the subject of lawsuits over interpretation.
Because nightclubs are often associated with drug and alcohol consumption, rowdiness, and other late-night behavior, promoters may become entangled in various criminal disputes as well.
techniques such as plastering posters on outdoor walls, flyposting
, and distributing handbills on windows of cars parked in entertainment districts. Promoters also keep mailing lists, usually email lists, of their preferred guests and their wider list of potential customers. Recently, many promoters have taken advantage of online technology such as online social networks and event listing sites to handle publicity, invitations, mailing lists, and so on. Clubs and promoters are among leaders in SMS text message advertising to their own lists as well as sponsored snippets on 3rd party lists for daily content to subscribers. Many fans promote events,products through their Facebook/Twitter/Myspace on their own free will.
Promoters often build a brand
out of their own personalities and the parties they host, marketing the events under a consistent name, style, type of program, and social experience that downplays the branding of the venue or artist. They may develop a loyal clientele that will follow them from one location to another.
Promotion (marketing)
Promotion is one of the four elements of marketing mix . It is the communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyer's purchasing decision....
live events such as concert
Concert
A concert is a live performance before an audience. The performance may be by a single musician, sometimes then called a recital, or by a musical ensemble, such as an orchestra, a choir, or a musical band...
s/gigs
Gig (musical performance)
Gig is slang for a musical engagement in which musicians are hired. Originally coined in the 1920s by jazz musicians, the term, short for the word "engagement", now refers to any aspect of performing such as assisting with performance and attending musical performance...
, boxing
Boxing
Boxing, also called pugilism, is a combat sport in which two people fight each other using their fists. Boxing is supervised by a referee over a series of between one to three minute intervals called rounds...
matches, sports entertainment
Sports entertainment
Sports entertainment is a type of spectacle which presents an ostensibly competitive event using a high level of theatrical flourish and extravagant presentation, with the purpose of entertaining an audience...
(wrestling events), festival
Festival
A festival or gala is an event, usually and ordinarily staged by a local community, which centers on and celebrates some unique aspect of that community and the Festival....
s, rave
Rave
Rave, rave dance, and rave party are parties that originated mostly from acid house parties, which featured fast-paced electronic music and light shows. At these parties people dance and socialize to dance music played by disc jockeys and occasionally live performers...
s, and nightclub
Nightclub
A nightclub is an entertainment venue which usually operates late into the night...
s.
Business model
Promoters are typically hired as independent contractorIndependent contractor
An independent contractor is a natural person, business, or corporation that provides goods or services to another entity under terms specified in a contract or within a verbal agreement. Unlike an employee, an independent contractor does not work regularly for an employer but works as and when...
by music venue
Music venue
A music venue is any location used for a concert or musical performance. Music venues range in size and location, from an outdoor bandshell or bandstand or a concert hall to an indoor sports stadium. Typically, different types of venues host different genres of music...
s, earning an agreed-to fee or royalties
Royalties
Royalties are usage-based payments made by one party to another for the right to ongoing use of an asset, sometimes an intellectual property...
(colloquially known as a "cut"). The royalty structure is often a simple percentage of admission fees (called "the door") and/or food and drink sales, but like other royalty arrangements many variations are possible such as minimums or maximums, allowances for various expenses, or limitations (e.g. only drink sales after midnight). Other promoters operate independently, renting venues for a fixed fee or under a revenue sharing
Revenue sharing
Revenue sharing has multiple, related meanings depending on context.In business, revenue sharing refers to the sharing of profits and losses among different groups. One form shares between the general partner and limited partners in a limited partnership...
arrangement with the building owner or tenant, and keeping all of the additional profits from a successful event. One common arrangement for small venues is for the promoter to earn all of the admissions fees, while the venue earns all of the food and drink revenue.
Some venues have exclusive arrangements with a single promotion company; others work with multiple promoters on a rotating schedule (one night per week, for example) or on an event-by-event basis. Promoters often work together, either as equal partners or as subcontractor
Subcontractor
A subcontractor is an individual or in many cases a business that signs a contract to perform part or all of the obligations of another's contract....
s to each other's events. Several promoters may work together for a large special event, e.g. a New Year's Eve party in a hotel ballroom. They may also deputize "hosts", who are essentially socially influential or desirable non-promoters who will market the events to their circle of friends in exchange for special treatment or free admission to the event.
At a minimum the event promoter manages publicity
Publicity
Publicity is the deliberate attempt to manage the public's perception of a subject. The subjects of publicity include people , goods and services, organizations of all kinds, and works of art or entertainment.From a marketing perspective, publicity is one component of promotion which is one...
and advertising
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
. Depending on the arrangement they may also handle security
Security
Security is the degree of protection against danger, damage, loss, and crime. Security as a form of protection are structures and processes that provide or improve security as a condition. The Institute for Security and Open Methodologies in the OSSTMM 3 defines security as "a form of protection...
, ticket sales
Ticket (admission)
A ticket is a voucher that indicates that one has paid for admission to an event or establishment such as a theatre, movie theater, amusement park, zoo, museum, concert, or other attraction, or permission to travel on a vehicle such as an airliner, train, bus, or boat, typically because one has...
, Admission to an event or establishment
Admission to an event or establishment
Admission to a journey or other event or establishment may be subject to paying an entrance fee / buying a ticket. A pass may give admittance without a ticket for a given time period, or give the right to obtain free tickets. A discount pass allows buying tickets at a reduced price...
(door policies), decorations, and booking of entertainers. Many promoters are DJs or musician
Musician
A musician is an artist who plays a musical instrument. It may or may not be the person's profession. Musicians can be classified by their roles in performing music and writing music.Also....* A person who makes music a profession....
s themselves, and perform at their own event. Conversely, many musicians act as de facto promoters for their own concerts, either directly or through their manager or booking company
Talent agent
A talent agent, or booking agent, is a person who finds jobs for actors, authors, film directors, musicians, models, producers, professional athletes, writers and other people in various entertainment businesses. Having an agent is not required, but does help the artist in getting jobs...
. Historically, promotion has been a cottage industry, with companies operated by one or several well-connected charismatic individuals, often working part-time. However, with the rise of corporate ownership of live entertainment assets several large companies have emerged in the field, most notably Live Nation
Live Nation
Live Nation is a live-events company based in Beverly Hills, California, focused on concert promotions. Live Nation formed in 2005 as a spin-off from Clear Channel Communications, which then merged with Ticketmaster in 2010 to become Live Nation Entertainment....
via its acquisition (indirectly, via Clear Channel
Clear channel
A clear-channel station is an AM band Radio station in North America that has the highest protection from interference from other stations, particularly concerning night-time skywave propagation. Usually known as class A stations since 1982, they are occasionally still referred to by their former...
), of Bill Graham Presents. The larger companies tend to promote more traditional mainstream music in exclusive contracts with concert halls. Alternative music and events and nightclubs remain in the hands of independent promoters.
Contracts and disputes
There are often disputes over money in the promotions industry because it is largely cash business with a history of corruption and uneven recordkeeping. In addition there are many accounting complexities to manage, particularly for large events: revenue, expenses, and oversight of parkingParking
Parking is the act of stopping a vehicle and leaving it unoccupied for more than a brief time. Parking on one or both sides of a road is commonly permitted, though often with restrictions...
, coat checks
Cloakroom
A cloakroom, or sometimes coatroom, is a room for people to hang their cloaks. They are typically found inside large buildings, such as gymnasiums, schools, churches or meeting halls....
, concession
Concession (contract)
A concession is a business operated under a contract or license associated with a degree of exclusivity in business within a certain geographical area. For example, sports arenas or public parks may have concession stands. Many department stores contain numerous concessions operated by other...
vendor sales (e.g. CDs
Compact Disc
The Compact Disc is an optical disc used to store digital data. It was originally developed to store and playback sound recordings exclusively, but later expanded to encompass data storage , write-once audio and data storage , rewritable media , Video Compact Discs , Super Video Compact Discs ,...
and t-shirt
T-shirt
A T-shirt is a style of shirt. A T-shirt is buttonless and collarless, with short sleeves and frequently a round neck line....
s), box office
Box office
A box office is a place where tickets are sold to the public for admission to an event. Patrons may perform the transaction at a countertop, through an unblocked hole through a wall or window, or at a wicket....
so-called "convenience fees", in kind trades, promotional give-away items used to lure guests (e.g. free drinks), costs for insurance
Insurance
In law and economics, insurance is a form of risk management primarily used to hedge against the risk of a contingent, uncertain loss. Insurance is defined as the equitable transfer of the risk of a loss, from one entity to another, in exchange for payment. An insurer is a company selling the...
, cleaning
Janitor
A janitor or custodian is a professional who takes care of buildings, such as hospitals and schools. Janitors are responsible primarily for cleaning, and often some maintenance and security...
staff, and so on. One area of frequent contention are quid pro quo
Quid pro quo
Quid pro quo most often means a more-or-less equal exchange or substitution of goods or services. English speakers often use the term to mean "a favour for a favour" and the phrases with almost identical meaning include: "give and take", "tit for tat", "this for that", and "you scratch my back,...
cross-promotion
Cross-promotion
Cross-promotion is a form of marketing promotion where customers of one product or service are targeted with promotion of a related product. A typical example is cross-media marketing of a brand, for example Oprah Winfrey's promotion on her television show of her books, magazines and website...
s, where the promoter or some other party connected with the venue will obtain a favor (for example, a price discount) in exchange for giving a future favor to the vendor. If the existence of the scheme, or the relationship between the parties, is undisclosed this may become a form of bribery
Bribery
Bribery, a form of corruption, is an act implying money or gift giving that alters the behavior of the recipient. Bribery constitutes a crime and is defined by Black's Law Dictionary as the offering, giving, receiving, or soliciting of any item of value to influence the actions of an official or...
. Another opportunity for misunderstanding are the various "lists" of guests who will be admitted for free or with VIP treatment, and the "door policy" used by bouncers to decide who will be admitted and at what price. To deal with these complexities event contracts can become quite long and detailed. Whether written or not, these arrangements tend to favor the party with the greater sophistication or the more control over the production of the event. Even the most detailed, professionally written and negotiated contracts can become the subject of lawsuits over interpretation.
Because nightclubs are often associated with drug and alcohol consumption, rowdiness, and other late-night behavior, promoters may become entangled in various criminal disputes as well.
Promotions methods
Promoters bring crowds through a variety of methods. The most direct are guerrilla marketingGuerrilla marketing
Guerrilla warfare is about waging small intermittent attacks on different territories of the opponent with the aim of harassing and demoralising the opponent and eventually securing permanent footholds....
techniques such as plastering posters on outdoor walls, flyposting
Flyposting
Flyposting is a guerilla marketing tactic through the act of placing advertising posters or flyers in legal or illegal places. In the United States, these posters are known as bandit signs, snipe signs, or street spam. Posters are adhered to construction site barricades, building facades, in...
, and distributing handbills on windows of cars parked in entertainment districts. Promoters also keep mailing lists, usually email lists, of their preferred guests and their wider list of potential customers. Recently, many promoters have taken advantage of online technology such as online social networks and event listing sites to handle publicity, invitations, mailing lists, and so on. Clubs and promoters are among leaders in SMS text message advertising to their own lists as well as sponsored snippets on 3rd party lists for daily content to subscribers. Many fans promote events,products through their Facebook/Twitter/Myspace on their own free will.
Promoters often build a brand
Brand
The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...
out of their own personalities and the parties they host, marketing the events under a consistent name, style, type of program, and social experience that downplays the branding of the venue or artist. They may develop a loyal clientele that will follow them from one location to another.
Famous promoters
Among the most famous promoters are:- Mario YagobiMario YagobiDr. Mario Yagubi is a medical doctor and restaurateur who is the President and CEO of Boxing 360, a boxing promotional group located in New York City founded in 2009. Dr...
, boxing promoter (Boxing360 - New York City) - Bill GrahamBill Graham (promoter)Bill Graham was an American impresario and rock concert promoter from the 1960s until his death.-Early life:...
, music promoter (Bill Graham Presents) - Tim Walther, music promoter (Walther Productions)
- Josh Taz Neemar (club promoter)
- Bob ArumBob ArumRobert "Bob" Arum is the founder and CEO of Top Rank, a professional boxing promotion company based in Las Vegas. He also worked for the US Attorney's Office for the southern district of New York in the tax division....
, boxing promoter (Top RankTop RankTop Rank may refer to:*Top Rank, Las Vegas based boxing promotion company formed in 1973* Top Rank Records, 1950s subsidiary record label of the Rank Organisation, British company which ran from 1937 to 1996...
) - Norman Pardo, Nicknamed Super Promoter (OJ Simpsons Promoter)
- Oscar De la HoyaOscar de la HoyaOscar De La Hoya is a retired American boxer of Mexican descent. Nicknamed "The Golden Boy", De La Hoya won a gold medal at the Barcelona Olympic Games shortly after graduating from Garfield High School. De La Hoya comes from a boxing family. His grandfather Vicente, father Joel Sr., and brother...
, boxing promoter (Golden Boy PromotionsGolden Boy PromotionsGolden Boy Promotions, Inc. is a combat sport promotional firm started by former boxer six-division world champion Oscar De La Hoya...
) - Chet HelmsChet HelmsChester Leo "Chet" Helms , often called the father of San Francisco's "1967 Summer of Love," was a music promoter and a cultural figure in San Francisco during its hippie period in the late Sixties....
, music promoter (Family Dog Productions) - Carey Kidd, Entertainment and Marketing (Carey Kidd Group / Ideal Ent.)
- Brandon WardBrandon WardBrandon Ward is a retired U.S. soccer midfielder who played one season in Major League Soccer as well as the USISL and National Professional Soccer League....
, event promoter (AYA Entertainment) - Dana WhiteDana WhiteDana White is the current President of the Ultimate Fighting Championship , a mixed martial arts organization based in the United States.- Biography :...
, mixed martial arts promoter (Ultimate Fighting ChampionshipUltimate Fighting ChampionshipThe Ultimate Fighting Championship is the largest mixed martial arts promotion company in the world that hosts most of the top-ranked fighters in the sport...
) - Dixie Carter, wrestling promoter and businesswoman (Total Nonstop Action WrestlingTotal Nonstop Action WrestlingTotal Nonstop Action Wrestling is a privately held professional wrestling promotion founded by Jeff Jarrett and Jerry Jarrett. The company broadcasts its events on television and the Internet fifty two weeks a year with over a million weekly viewers on its primary television program, Impact...
) - Don King, boxing promoter (Don King Productions)
- Ed Chuman NWA Midwest
- Brandon Lester, FameAddiction music and event promotion
- Eric BischoffEric BischoffEric Aaron Bischoff is an American entrepreneur, and professional wrestling booker and on-screen personality currently signed to Total Nonstop Action Wrestling...
, former wrestling promoter (World Championship WrestlingWorld Championship WrestlingWorld Championship Wrestling, Inc. was an American professional wrestling promotion which existed from 1988 to 2001. Based in Atlanta, Georgia, it began as a regional promotion affiliated with the National Wrestling Alliance , named Jim Crockett Promotions until November 1988, when Ted Turner and...
) - Vince McMahonVince McMahonVincent Kennedy "Vince" McMahon is an American professional wrestling promoter, announcer, commentator, film producer, actor and former occasional professional wrestler. McMahon is the current Chairman, CEO and Chairman of the Executive Committee of professional wrestling promotion WWE...
, wrestling promoter and businessman (World Wrestling EntertainmentWorld Wrestling EntertainmentWorld Wrestling Entertainment, Inc. is an American publicly traded, privately controlled entertainment company dealing primarily in professional wrestling, with major revenue sources also coming from film, music, product licensing, and direct product sales...
) - Christian Zwettler, EXTREME SPORT promoter
- David GuettaDavid GuettaPierre David Guetta , known professionally as David Guetta , is a French house music producer and DJ. Originally a DJ at nightclubs during the 1980s and 1990s, he co-founded Gum Productions and released his first album, Just a Little More Love, in 2002. Later, he released Guetta Blaster and Pop Life...
, Self Promoter for DJ music - Robert Forti - East Coast Restaurant, Bar & Nightclub Promoter. Mostly Noted for his work with HAIRWARZ, Saltwater Sundays and Other Fashion-Forward events throughout New York & Connecticut. 40events.