Most commonly reported Work Activities

• Organising, Planning, and Prioritising Work Developing specific goals and plans to prioritise, organise, and accomplish your work.
• Making Decisions and Solving Problems Analysing information and evaluating results to choose the best solution and solve problems.
• Communicating with Supervisors, Peers, or Subordinates Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
• Communicating with Persons Outside Organisation Communicating with people outside the organisation, representing the organisation to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.
• Interacting With Computers Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
• Scheduling Work and Activities Scheduling events, programs, and activities, as well as the work of others.
• Performing for or Working Directly with the Public Performing for people or dealing directly with the public. This includes serving customers in restaurants and stores, and receiving clients or guests.
• Resolving Conflicts and Negotiating with Others Handling complaints, settling disputes, and resolving grievances and conflicts, or otherwise negotiating with others.
• Judging the Qualities of Things, Services, or People Assessing the value, importance, or quality of things or people.
• Establishing and Maintaining Interpersonal Relationships Developing constructive and cooperative working relationships with others, and maintaining them over time.

The Work

Concert promoters are sometimes also referred to as music promoters, tour promoters or simply promoters! They organise live music events including concerts, tours and festivals.

While arts agents/promoters work for individual bands or artists to promote them, concert promoters’ promote the music events. Some concert promoters own and/or run specific venues and festivals, but they can also work for one of the large promoting companies or as freelancers and organise a wide range of local or niche events.

As a promoter, you book the act or acts and negotiate contracts and fees with the artists or their agents/managers. You also need to secure a suitable venue, unless you work for a specific venue of course.

Even after the artist(s) and the venue have been secured and contracts have been signed, there are plenty of factors to consider, such as health & safety issues, licencing, capacity, ticket pricing and marketing strategies. It is a similar role to event management, where there is a lot of hard work and pressure involved, as many people rely financially on the promoter making the concert a success.

Although large events can lead to large profits, the costs and risks are also bigger and the festival industry in particular can be rather unpredictable. The promoter is responsible for meeting the costs of the acts and the venue, as well as all the associated costs for security, ticketing and marketing for example. Smaller events carry smaller risks and may be easier to organise, but the pay-off is also smaller, so the promoter needs to be able to assess the market and try to predict ticket sales.

As part of the marketing of a concert, the promoter writes press releases and may hire marketing firms if there is no in-house marketing department.

Promoters are often approached by lesser known or smaller acts or their agents, but they may have to market and sell themselves to the bigger bands and their agents/managers.

Most commonly reported Work Tasks

• Consult with customers to determine objectives and requirements for events, such as meetings, conferences, and conventions.
• Review event bills for accuracy and approve payment.
• Coordinate services for events, such as accommodation and transportation for participants, facilities, catering, signage, displays, special needs requirements, printing and event security.
• Arrange the availability of audio-visual equipment, transportation, displays, and other event needs.
• Confer with staff at a chosen event site to coordinate details.
• Inspect event facilities to ensure that they conform to customer requirements.
• Maintain records of event aspects, including financial details.
• Monitor event activities to ensure compliance with applicable regulations and laws, satisfaction of participants, and resolution of any problems that arise.
• Negotiate contracts with such service providers and suppliers as hotels, convention centers, and speakers.
• Evaluate and select providers of services according to customer requirements.

This occupation is typically suited for people with the following Career Interests:

Enterprising

Enterprising people like situations that involve using resources for personal or corporate economic gain. Such people may have an opportunistic frame of mind, and are drawn to commerce, trade and making deals. Some pursue sales and marketing occupations. Many will eventually end up owning their own business, or in management roles in larger organisations. They tend to be very goal-oriented and work best when focused on a target. Some have an entrepreneurial inclination.

Administrative

Administrative people are interested in work that offers security and a sense of being part of a larger process. They may be at their most productive under supervisors who give clear guidelines and while performing routine tasks in a methodical and reliable way.

They tend to enjoy clerical and most forms of office work, where they perform essential administrative duties. They often form the backbone of large and small organisations alike. They may enjoy being in charge of office filing systems, and using computers and other office equipment to keep things running smoothly. They usually like routine work hours and prefer comfortable indoor workplaces.

Social

The Social person's interests focus on interacting with the people in their environment. In all cases, the Social person enjoys the personal contact with other people in preference to the impersonal dealings with things, data and ideas found in other groups.

Many will seek out positions where there is direct contact with the public in some advisory role, whether a receptionist or a counsellor. Social people are motivated by an interest in different types of people and like diversity in their work environments. Many are drawn towards careers in the caring professions and social welfare area, whilst others prefer teaching and other 'informing' roles.

You do not necessarily need a degree, but many promoters have some academic training. The most relevant course subjects include event management, marketing and business. However, there are also private colleges offering courses more specific to the music industry, such as The British and Irish Modern Music (BIMM) Institute.

To build up experience, get involved in the Entertainment Society in a college, or any local festival organisations as you get a great insight into what’s involved in planning an event.

You also need to establish a network of connections in the industry which you may be able to do as a volunteer at festivals or by working as an assistant, and working your way up in a concert promotion company.

An example of Industry overview blog for a day in the life of a concert promoter TIMI Concert promoter

Training & Development

Career progression for a concert promoter means booking bigger acts and venues and gaining a reputation. You can also change into an agent or manager for a band, or move into other event management roles.

Promoters can work as self employed or for larger promotions companies for events. 

Skills of management, digital marketing, and increasingly digital analytics are becoming part of the skills set for event promotion.

FET Centre Traineeship: Digital Media, Broadcasting & production, event management & supervisory management NFQ level 5 Search our FET Coursefinder

FET Centre PLC: Arts event management, Digital Marketing & Sales NFQ level 5-6 Search our FET PLC Coursefinder  

Sales Apprenticeship NFQ Level 6 Search Apprenticeships

Higher Education CAO entry:  Event management NFQ level 7-8 Search our CAO coursefinder 

Last Updated: November, 2023

Salary Range (thousands per year)* €28k - €46k

Salaries may be sessional, per project / event/ festival, depends on employer, location, and duties.

Data Source(s):
Prosperity / Review of Pay and Conditions in the Performing Arts/ Indeed/ Payscale

Last Updated: February, 2024

* The lower figures typically reflect starting salaries. Higher salaries are awarded to those with greater experience and responsibility. Positions in Dublin sometimes command higher salaries.

View Salary information from Indeed.ie
Note: data not aways available

This occupation has been identified as a Job in Demand by the most recent National Skills Bulletin.

This information has been derived from the Solas National Skills Bulletin (2023).

Employment grew strongly for this occupation between 2021 and 2022, resulting in an above average annual growth rate for the five-year period. In the CSO Census data for 2022, marketing and sales directors accounted for 52% of employment in this occupation, purchasing managers/directors for 41%, and advertising and public relations directors for 8%.

The difficult-to-fill mentions in the Recruitment Agency Survey related to procurement managers. Employers (Skills for Growth and Spotlight on Skills) have pointed to difficulties in recruiting marketing managers, with digital marketing (including social media), communication and leadership skills in particular demand, Employment permits were primarily issued for sales/marketing directors in ICT, and procurement and supply chain managers/directors across various sectors. However, the number of advertisements in the OVATE data declined for this occupation between 2021 and 2022. Demand is likely to persist, particularly for those with digital advertising/marketing and sales skills, although the restructuring currently taking place in the broad ICT sector may dampen future growth.

• The British and Irish Modern Music (BIMM) Institute

  • Click Here

• AOIFE Association for Irish festival events

  • C/o 307, Ballinasloe Enterprise & Technologic Centre Creagh Road Ballinasloe
  • (0)90 9645831
  • [email protected]
  • Click Here