Fri Sep 10 2010

Music Promotions Manager

Promotional managers working in the music industry seek publicity opportunities for solo instrumentalists, singers and bands, or promote live music events. Those promoting artists are often called pluggers and take on general PR duties, such as:

building a network of contacts in the music industry
choosing the best way to publicise an artists' talents, concert or new music release
preparing and circulating press releases, artist biographies and promo (promotional) CDs
arranging publicity events, including media interviews
organising promotional photo sessions
seeking out new talent for their record label to sign.

Concert promoters are focused on booking venues, paying deposits, advertising and marketing concerts, constantly monitoring ticket sales and, if necessary, adjusting the promotional messages. They also arrange insurance and check everything on stage meets the health and safety requirements.

Working hours vary. The job can involve attending concerts in the evening or weekend and dealing with the administrative aspects of the job during the day. Although office based, promoters may travel throughout the UK and overseas.

Salaries may range from around £16,000 to £40,000, with some promotion managers earning as much as £100,000 a year.

Promotions managers should be:

excellent communicators, with strong negotiation skills
knowledgeable about music, with a talent for spotting forthcoming trends
able to work under pressure and take initiative
highly creative
confident networkers
interested in the media and marketing.

Like most jobs in the music industry, music promotion can be hard to break into and the competition for vacancies is always strong. There are some very large music promotion companies, as well as smaller, more niche companies. Music pluggers typically work for music PR companies on behalf of recording labels and artists.

Doing gig promotions at college or for a local club or pub can help develop vital skills needed in this work.

There is no one route into this type of work. Practical work experience is often valued more by potential employers. Entrants usually start out in junior administrative positions with recording companies, venues or music PR firms before progressing into marketing, A&R (artists and repertoire) or promotional work.

Training is mostly on the job and involves building on knowledge, experience and contacts already acquired. The Music Publishers Association (MPA) runs four induction courses every year aimed at new entrants, and also runs a joint professional management development programme with the Music Managers Forum (MMF).

There is no formal promotion structure. With experience, it may be possible to move to a larger organisation, taking on greater responsibilities or looking after the booking and publicity activities for major artists. Self-employment is also possible.

What is the work like?

PR is vital to an artist's success. There are two distinct roles in music promotion: plugging artists' talents to the consumers that buy their music via the media (which is why many music promotion managers are known as pluggers); and promoting live music events.

Music promotional managers working on behalf of record labels and individual musicians and bands typically take on PR duties, such as:

maintaining a network of music industry contacts, including journalists and editors of music magazines, newspaper music and arts sections, and music websites
deciding where to concentrate publicity efforts for an album launch, concert or other music venture
preparing and circulating press releases, artist biographies and promo (promotional) CDs
following up initial publicity activities by phone, email or in face-to-face meetings
drawing up concert guest lists
arranging publicity events, such as media interviews and personal appearances
escorting artists to publicity events
promoting clients' work to the broadcast media to make sure their music gets airtime on radio and TV shows
organising promotional photo sessions
collating records of press coverage
advising clients on the best timing for releasing a new single or album
constantly, through demos or gigs, seeking out new talent for the record label (known as A&R work - artists and repertoire).

In large record companies, some promotions managers specialise in marketing, while others spend their time supporting the artists and selecting new performers to sign. Music publishing companies also employ people in marketing, promotions and A&R roles to work alongside their songwriters and composers.

In comparison, concert promoters are more focused on:

engaging talent and booking venues
preparing tour/concert budgets
paying deposits
arranging public liability and non-appearance insurance
marketing concerts/tours by advertising 'on sale' dates and, where necessary, designing and arranging marketing material, such as flyers and posters, that will appeal to the specific target audience for each show
monitoring ticket sales and adjusting advertising accordingly
ensuring lighting, security and stage equipment meets health and safety criteria
accounting for box office takings and making sure everyone is paid.

As well as liaising with booking agents, concert promoters may negotiate contracts, advise on legal matters and arrange appropriate entertainment licences.

Hours and environment

Working hours vary for promotions managers. It can involve attending concerts in the evening or weekend, and dealing with the administrative aspects of the job and accompanying artists to events during the day.

Although office based, they may travel throughout the UK and possibly overseas when attending launches and music events. This can involve staying away from home for short durations. A driving licence can be useful.

Salary and other benefits

These figures are only a guide, as actual rates of pay may vary, depending on the employer and where people live.

New music industry entrants rarely start on more than £16,000 a year.
Established promotions managers may earn from £20,000 to £40,000 a year.
Top promotion managers may earn up to £100,000.

Those working for record labels may also earn a percentage of artists' earnings, linked to how often a track is played.

Skills and personal qualities

Promotions managers should be:

articulate, strong communicators, both in writing and verbally
confident, with good persuasion and negotiation skills
knowledgeable about music, trends and the wider listening tastes of audiences
able to work under pressure and take initiative
creative and brimming with commercially viable ideas
organised, with attention to detail
excellent networkers, able to adjust their approach to different personalities
positive in their attitude and work ethic
numerate, to calculate costs, profit margins and percentages
ambitious, with plenty of drive and persistence.

Interests

It is important to be interested in and knowledgeable about:

media and marketing
music and popular culture
the music industry and how all the roles fit together.

Getting in

Like most jobs in the music industry, music promotion can be hard to break into and the competition for vacancies is always strong.

The largest and most well-respected UK music promoters include AMP, Metropolis Music and Mean Fiddler. But there are also dozens of smaller, regional music promoters too, many of which specialise in a certain music genre or venue. Many venue promotional managers are self-employed. Doing gig promotions at college or for a local club or pub can help develop some marketable skills and insight about the live music experience.

Music pluggers typically work for music PR companies on behalf of recording labels and artists. There are both large (eg MBC and Coalition) and smaller, more niche music PR companies that represent artists.

Jobs and work experience placements are rarely advertised conventionally. People find out about them through word of mouth, which means it is important to network and build up a wide range of music industry contacts.

Entry routes

There is no one route into this type of work and no specific qualifications are needed. Practical work experience is often valued more by potential employers.

Typically, entrants start out in junior administrative positions with recording companies, venues or music PR firms, and get to really know the music industry before progressing into marketing, A&R or promotional work.

Relevant foundation degrees, BTEC Higher National Diplomas (HNDs) and degrees are available at colleges and universities. A degree in music industry management (also with a marketing option) may provide the wider industry knowledge required. Available as both a full-time, three-year programme and five to six-year, part-time programme, applications are usually considered on an individual basis. Check entry requirements with individual course providers.

The Diploma in creative and media may be relevant for this area of work

Other routes in could 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.

Experience in a related area, such as marketing, public relations, event organisation or advertising, could help. Knowledge of accounts and contract law is also valuable.

The Music Publishers Association (MPA) runs four induction courses each year for those new to, or seeking to enter, the music business.

Training

Training is mostly on the job and involves building on knowledge, experience and contacts already acquired.

The MPA and the Music Managers Forum (MMF) run a joint professional management development programme. There are five modules, each examining very different aspects of music management. Members of the MPA and MMF can also benefit from specialist seminars, workshops and networking opportunities.

Getting on

With enough industry contacts, it is possible to work freelance, or to move into related careers, such as booking or artist agent and artist or tour management.

Further information

British Recorded Music Industry (BPI), Riverside Building, County Hall, Westminster Bridge Road, London SE1 7JA. 020 7803 1300. Website: http://www.bpi.co.uk/

Concert Promoters Association, 6 St Mark's Road, Henley-on-Thames, Oxfordshire RG9 1LJ. 01491 575060. Website: http://www.concertpromotersassociation.co.uk/

Creative & Cultural Skills, Lafone House, The Leathermarket, Weston Street, London SE1 3HN. 020 7015 1800. Websites: http://www.ccskills.org.uk/ and www.creative-choices.co.uk/music

MMF Training, PO Box 161, Romiley, Stockport SK6 3WQ. 0161 430 8324. Website: http://www.mmf-training.com/

Music Managers Forum, British Music House, 26 Berners Street, London W1T 3LR. 0870 8507 800. Website: http://www.musicmanagersforum.co.uk/

Music Publishers Association (MPA), 6th Floor, British Music House, 26 Berners Street, London W1T 3LR. 020 7580 0126. Website: http://www.mpaonline.org.uk/

Magazines/journals

NME

Music Week

Handsworth Wood Girls´

Visual and Performing Arts Specialist College and Sixth Form Centre