Music promotions managers publicise recording artists or live music events.
Salary range: £12,000 to £60,000
How to become a music promotions manager
You can get into this job through:
- a college course
- an apprenticeship
- applying directly
You may find it useful to do a course to get an insight into the promotions industry. Courses include:
- Level 2 Certificate in Music Business Marketing and Promotion
- Level 2 Certificate in Digital Promotion for Business
- Level 3 Diploma in Live Events and Promotion
You may need:
- 2 or more GCSEs at grades 9 to 3 (A* to D), or equivalent, for a level 2 course
- 4 or 5 GCSEs at grades 9 to 4 (A* to C), or equivalent, for a level 3 course
You could start by doing an intermediate or advanced apprenticeship in live events promotion. You could also do a digital marketer advanced apprenticeship.
You’ll usually need:
- some GCSEs, usually including English and maths, or equivalent, for an intermediate apprenticeship
- 5 GCSEs at grades 9 to 4 (A* to C), or equivalent, including English and maths, for an advanced apprenticeship
Volunteering and experience
Practical experience is highly valued. You could get this by:
- finding work placements with record companies or music public relations agencies
- organising and promoting local gigs or festivals
- writing gig reviews for local or student press, websites and social media
- volunteering with student or community radio
These activities will also allow you to build up a network of contacts, which will help when you look for paid work.
When applying for jobs or setting up on your own, you’ll have an advantage if you can bring experience from related areas like sales and marketing, public relations or event organising.
A knowledge of basic accounts and contract law could be useful.
You can get more advice about working as a music promoter and promoting yourself through Creative Choices and the Musicians’ Union.
You can also find information on working in the creative industries from Discover Creative Careers.
What it takes
Skills and knowledge
- knowledge of media production and communication
- excellent verbal communication skills
- the ability to use your initiative
- the ability to sell products and services
- business management skills
- the ability to organise your time and workload
- to be thorough and pay attention to detail
- patience and the ability to remain calm in stressful situations
- to be able to carry out basic tasks on a computer or hand-held device
What you’ll do
As a music promoter your day-to-day duties may include:
- writing press releases to publicise your client’s music or tour
- organising publicity events like media interviews and personal appearances
- going to publicity events with clients
- getting airtime on radio and TV shows
- 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
As a promoter for a live music venue your day-to-day duties may include:
- choosing and booking suitable acts
- dealing with agents, caterers and suppliers
- arranging a full programme of gigs
- identifying suitable audiences
- organising marketing and publicity
- arranging entertainment licences
You could work in an office, at a recording studio or at a music venue.
Your working environment may be noisy and you’ll travel often.
Career path and progression
With experience, you could move to a larger company or you could specialise in an area like legal advice.
You could work freelance, start up your own promotions company or become an artists’ agent or manager.