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Guide to Concert Promotion for Indie Artists

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Estimated reading time: 6 minutes

Concert promotion is key to organizing a successful live event. After all, if people don’t know about your show, they’re not going to go.

Importance of concert promotion

If you want to attract attention, generate ticket sales, and create a buzz, you’re going to need to promote your show. And in the process, concert promotion also helps you establish your brand, build a fan base, and increase your visibility in the music industry.

Benefits of effective concert promotion

When done right, concert promotion will create anticipation and excitement for your upcoming show. Promoting your show is an obvious way to fuel your online presence through social media activity, and it can be a chance to engage with fans and create a community around your music.

Ultimately, though, concert promotion is all about increasing ticket sales and maximizing your revenue. Not only will larger crowds buy more merch, your promotional efforts can help you secure sponsorships or partnerships with local businesses, which can open doors to additional marketing resources and financial support.

Key elements of a concert promotion strategy

To successfully promote your upcoming concert, you need to know your audience, set goals, determine a budget, allocate resources, create a promotional strategy, leverage ticketing platforms, form partnerships, and keep fans engaged through your email and social media channels. You can also try grassroots strategies, like busking or performing acoustic shows leading up to your concert to engage with the local community.

Know your audience

Knowing your audience is the foundation of effective concert promotion. This isn’t surprising. You probably already know who your music is for. But by spelling out their age ranges, interests, preferences, and even where they live, you can tailor your marketing efforts to reach them more efficiently. Do some market research and communicate with your fans and musical peers to gain a better understanding of your audience.

Set goals and objectives

What do you aim to achieve with your concert promotion? Are you looking to sell a certain number of tickets, increase awareness, or attract media coverage? You might say yes to all three, but setting clear, measurable goals will allow you to track your progress so you can evaluate the success of your promotional efforts.

For instance, your goal might be to sell 500 tickets for your show. By setting this goal, you can focus on strategies and tactics that drive ticket sales, like social media advertising campaigns, influencer collaborations, or pre-sale discounts.

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Budget and allocate resources

Determining your promotional budget and allocating resources effectively are important components of concert promotion. Establish a realistic budget to cover marketing and promotion expenses, venue rental, sound and production costs, and other costs associated with the show. Then, when it comes to promotion, prioritize things that will have the biggest impact on your target audience.

For example, if your target audience spends a significant amount of time on Instagram, consider spending money on social media advertising campaigns or hiring a social media manager to engage with fans and promote your concert effectively on that platform.

How to create a promotional strategy for concerts

To create a comprehensive marketing campaign you’ll need to:

  • Use online and offline promotion
  • Launch a public relations and media campaign
  • Maximize the use of ticketing platforms and partnerships

Online promotion

Online promotion plays a central role in concert promotion strategies. Use social media platforms such as Facebook, Instagram, Twitter, and TikTok to connect with your audience, build anticipation, and create a buzz around your concert.

  1. Social media platforms. Make sure you have a strong presence on social media and that you regularly engage with your fans. Share behind-the-scenes content, announce ticket sales, run contests and giveaways, and collaborate with influencers to expand your reach.
  2. An event website or landing page. Create a dedicated website or landing page for your concert where fans can find all the necessary information, including ticket purchasing options, your artist bio, event details, and FAQs.
  3. Email marketing. Build an email list of fans and potential attendees and send out regular newsletters and updates — especially when you’ve got a concert to promote. Use email marketing tools to personalize your messages and segment your audience based on their interests and location for your most effective messaging.

Offline promotion

15 Music Promotions guideOffline promotion strategies can be highly effective including:

  1. Traditional media channels. Reach out to local radio stations, TV channels, and print publications to secure interviews, features, and promotional spots. Don’t forget school radio or TV stations! Write a compelling press release highlighting the unique aspects of your concert and send it to relevant media outlets.
  2. Outdoor advertising. Use posters, flyers, and other outdoor advertising methods to create awareness. Select high-traffic areas and target locations frequented by your audience.
  3. Collaborate with local businesses and influencers. Partner with local businesses, influencers, and relevant community organizations to cross-promote your concert. Get creative: partner with a local clothing store to give away CDs or merch with a purchase that meets a particular threshold or collaborate with popular local influencers who can help spread the word.

Public relations and media outreach

Write a compelling press release that highlights the unique selling points of your concert, such as special guest performances or charitable initiatives. Include relevant details and contact information for media inquiries. Include a press release and concert info in your electronic press kit.

Research local media outlets, journalists, and influencers who cover music events like yours. Be sure to personalize your messages and follow up a day or two after sending out your release.

Ticketing platforms and partnerships

If the venue you’re playing doesn’t have its own online ticketing platform, compare platforms such as Eventbrite or TicketSpice to find one that suits you. Look for features like easy integration with your website, mobile ticketing options, and analytics to track sales and audience data. And leverage concert listing and promotion sites like Bandinstown to spread the word, build an email list, and link fans to your ticketing platform.

Look for potential sponsors and influencers who appeal to your audience. Reach out to them with partnership proposals, highlighting the mutual benefits of collaboration. This could include social media promotion, branding opportunities, or exclusive meet-and-greet experiences.

Keep fans engaged throughout the process

Keeping your fans engaged and excited will help build momentum and drive ticket sales. Here are a couple of strategies to accomplish this.

  • Create blog posts, videos, and behind-the-scenes content to provide a sneak peek into the concert experience. Share stories, interviews, and interactive content to build anticipation.
  • Encourage your fans to share their concert experiences on social media using a designated hashtag. Highlight these posts on your social media platforms, run contests and giveaways, and offer incentives for fans to engage and spread the word.

Making the most of your gig

Selling a lot of tickets to your is great, but don’t forget to sell CDs, vinyl LPs, and merch, too! Gig sales are a band’s bread and butter.

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About Philip Kinsher

Philip Kinsher is a writer, editor, and musician with a predilection for YA Sci-fi Fantasy books and rock and roll. And golf and pickleball.

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