Organizing concerts is a business and a hobby. How to open a business selling tickets to cultural and entertainment events

Organizing concerts as a business today is not only interesting, but also extremely profitable business. Just think: by doing something like this, you can kill two birds with one stone - get money and the pleasure of listening to your favorite music.

What qualities do you need to have to organize such a business?

It’s worth noting right away that concert organizer is not an easy profession. Firstly, it requires a lot of time and effort, and secondly, a person who is engaged in such a business must have certain qualities. First of all we're talking about about stress resistance.

After all, in order to make organizing concerts a business that generates good income, you will have to communicate with different people. Including with the stars, as well as their producers and representatives. Some of them are quite pathetic personalities.

In addition, before becoming a concert organizer, you should understand that shy and unsociable people have no place in this field. After all, you will need dedication, a healthy dose of perseverance, competent speech, as well as the ability to quickly make the right decisions.

Do you think that such a thing is up to you? Then you should learn in more detail about how to organize an artist’s concert and make money from it, where to start and how to please the performer and the audience.

Before organizing an artist’s concert yourself, you should decide what kind of event you are going to hold. Will this performance be one famous person, group, ensemble or festival with the participation of several performers. Only after this should you start thinking about where to start organizing a concert. Here are a few simple recommendations that will help you make your dream come true and earn money at the same time:

• You should start, of course, by choosing a suitable site. Don't get stuck on one option. If you organize a similar event in your city, take the time to meet with the directors of clubs and halls in person. Discuss rental issues, inspect dressing rooms or other premises in which artists can stay.
• Contact the director, producer or other representative of the artist ( music group). Contacts of these people can be found on the Internet on the official website or on the covers of discs. Discuss with representatives of the stars the size of their fees, rider and other nuances.

It is worth noting that initially it is better to opt for little-known performers who are in demand in narrow circles. This experience will be enough before organizing a concert of a star or group that literally fills stadiums.

First actions

Make a detailed Commercial offer, which you will need to find sponsors. This happens according to the following scheme. The space you rent for the duration of the concert belongs to you, which means you can attract sponsors by placing advertisements in the hall, on the stage, and so on. In addition, you can invite representatives of some companies to conduct promotions and other advertising events. Be sure to enter into an agreement with the sponsors who agree.

Before organizing a group performance, you will need to take care of advertising campaign. Put up posters, make announcements in the media and social networks, and distribute free flyers to high school and college students, who will also help you spread the word about the upcoming event.

• At least ten days before the event, hold a press conference with journalists. It is also possible to distribute invitations and flyers, organize a small buffet, and provide representatives of the fifth estate with all the necessary information they will need to write articles and produce reports on TV and radio.
• Before organizing a concert in your city, do the math and distribute the funds that will be received from the sponsor in advance. It is necessary to immediately calculate the profit, as well as the fees of the stars and the wages of their assistants.
• On the long-awaited day of the concert, try to personally receive the stars on the site and see them off afterwards.

Now you know how to organize a concert and where to start. You shouldn’t have high hopes for your first profit – it may not be too big. But the first organizational experience you gain is worth much more.

A concert that can claim to be one of the most memorable events is the result of carefully planned work. Zoya Skobeltsyna and Svetlana Yaremich told JazzPeople where a young professional should start, about the most difficult part of being an organizer, and about success in the concert industry.

FIRST EXPERIENCE

WHERE TO START?

STEPS OF WORK

ABOUT UNIVERSALITY

ABOUT ADVERTISING

THE MOST DIFFICULT

The need to be constantly involved in the process. It is impossible to open a PR company and not monitor it. You always need to keep your finger on the pulse, and if it lasts 2-3 months, then psychologically it is quite difficult.

Control all stages of preparation simultaneously. It’s not always possible to gather an audience either. simple task. The best option is when a musician is planning to release a record, premiere a song, or shoot a video. Collaborations with other artists, synthesis different types arts also attract people.

FEMALE OR MALE PROFESSION

This is a big responsibility, especially when there are several thousand people at your event. Not every girl is able to withstand such a load and act quickly in a critical situation.

It's definitely physically difficult. Personal life suffers greatly. There are emotional breakdowns, physical exhaustion and overstrain. I am inclined to believe that this profession is more for men.

SELECTION OF ARTISTS

Back in the “apartment” we held children’s birthday parties, and then I immediately realized that I would not seriously take on this type of event. But everything can change. I don’t do weddings or corporate events.

I won’t take under my wing an artist whose music, relatively speaking, I don’t listen to in the car. You need to be passionate about what you do, otherwise the result will be appropriate.

I take a personal approach. I can’t work with musicians whose work is not close to me. I am involved in many projects, not only jazz, and I can say with confidence that music that promotes violence, has political overtones or carries an aggressive emotional message is definitely not my thing.

YEAR OF OPERATION

I'm not very good example. If I'm interested, I jump into battle without hesitation. I often began to think that sometimes I need to be able to stop and carefully choose the artists with whom I start working. Much depends on the format of the event, its duration, and the number of participants.

This is influenced by the number of projects you are currently working on. After all, each performer can have 3 and more concerts per month. If I represent a platform, then, of course, we are talking about almost daily performances, for which you are responsible. This continuous operation with musicians.

CONCERT AND FESTIVAL: WHAT IS THE DIFFERENCE?

EDUCATIONAL ACTIVITIES

I realized that I like teaching. The music market has changed a lot due to the economic situation. The demand for competent music managers is growing. I like the task of developing Russian independent music, and for this young bands need management. Now I give many lectures and seminars not only in St. Petersburg and Moscow, and speak at forums. An online course was born in my head, which, in my opinion, will allow me to get the necessary knowledge from scratch, hire an artist and start working with him.

I don’t have any educational projects as such yet, but they are planned. In February, we will launch, together with the BM50 art space, a project for future organizers of events in the cultural field.

I'm a fan and electronic music. Last year we held an experimental music festival. In addition, I collaborate with the non-profit short film festival Potential - one of the few in Russia that does not accept finished films, but selects the best scripts (or synopses) and allocates a budget for filming.

WORK IN THE FIELD OF MUSIC

Where would we be without her? Music is associated with feelings of happiness. We make people happy!

This is my life! I can't imagine working in another field. Music is a living sphere, and I receive an incredible charge of energy from the people who surround me, colleagues and friends.

ABOUT PROSPECTS

For example, at the Roof Music Fest, which presents everything musical styles, special attention is paid jazz concerts. The prospects are excellent, I think jazz is becoming more and more popular, well in St. Petersburg for sure.

Jazz has begun to attract more people, but not all groups that include the concept of “jazz” in the description of their repertoire are such. It's clear that this has become a trend. There is an audience that loves “refined” jazz, and there are those who prefer to listen to pop jazz, smooth jazz, nu jazz. Fusion is always unusual, this is exactly what helps expand the audience.

ABOUT SUCCESS

From a technical point of view, this is the quality of sound, the audience and its quantity, the public's reaction to the concert, the work of the artist. But there is also an intangible criterion - the atmosphere of the event, which is difficult to convey in words, a feeling that just needs to be captured. This is what we work for.

The emotional component is important to me, how satisfied people are. Success is when listeners and musicians understand each other, exchanging positive energy. When the audience does not regret coming, they do not spend the entire concert talking or in the bar, but when they give part of themselves and their time to the artist.

PROFESSIONAL MOTTO

You have to take risks! When you make a challenge, the universe answers you. She knows exactly what is needed, the main thing is to ask the right question.

For me, loving my job means investing my soul. It won't work without a soul successful project. You can see me in every case I take on.

Let's assume you have idea to organize a party or a concert. And now you are faced with questions about how you can save money for their implementation or even earn money.

So, to get money from a party, you need the idea of ​​organizing a concert. You have thought about the plot, outlined the main star of the event... What to do next? Remember the main points:

• Find a concert venue (be sure to inspect it and study the equipment of the hall)
• Determine the audience (who will go?)
• Set price range
• Learns to persuade

So, to choose a concert venue, estimate how many people will come to the concert. Definecapacitysites. Based on the number of seats – we print the required number of tickets for the concert. Inspect possible entrances (especially cunning security guards or hall workers can let in “leftist” visitors or their relatives for next to nothing, or even for free). If you don’t trust the local security, place your own guards at all entrances and exits.

Don't forget about machinations of grandmothers-ticketeers- when the aunt checking tickets is given a small amount of money and she lets everyone through. And at the concert the hall will be crowded, and few tickets will be sold. You yourself (or your friends) can try to go to the concert by giving her, for example, 500 rubles instead of a ticket. If she missed it, we replace her with our person.

Another trick is fake tickets. To fight them, put neon stamps on them, emboss them, and perforate them.

Warn that only you and no one else will withdraw the cash register. Decide on a price range: VIP , average, budget and tickets for partners.

A very good move - to organize VIP -zone. Place guards near the tables or in the front rows for especially “dear” clients. Many are flattered by this, and even the inflated price for such tickets does not deter them.

In the era of modern technology, in order to invite a star, you don’t have to look for it second-hand. Nowadays on the Internet you can find a connection with any artist through the website. Learning to persuade. Everyone has their own prices, but it’s cheaper to invite an artist on tour (this way you’ll save on travel costs). But on average, when organizing an event, all money earned is divided approximately like this: the artist 70%, the organizer 30% of the proceeds. When starting negotiations with an artist, the main thing is not to worry and do not forget to bargain (there is nothing wrong with that).

In order to bring a star, consider concert expenses: fee, road share, household rider, technical rider – sound rental, hall rental, concert staff, security payment. If you're afraid you can't do it alone, hire personal assistant- one or two thousand per event, but you have someone to rely on. Because during your concert, you can simply be torn apart over all sorts of little things.

When printing posters and tickets, use offset printing to save money. Because it is the cheapest. And on one sheet of paper you will place posters, and tickets along the edges. The best colors for a poster are black, white, red. In the largest letters we indicate the artist and the date of the performance, in a smaller font - the rest of the information - venue, price, points of sale, partners, name of the concert, and so on.

The placement of posters can be commercial or free. Or activists who are ready to work for a ticket to this concert. You hand out 30–100 posters per person (depending on the price of a ticket to the party) and explain that each poster posted must be photographed. Moreover, it’s important to photograph not the poster itself, but the place where it was glued. Usually posters are hung up one month before the concert.

The legal side of the issue is taxes. They make up five percent.

When drawing up a contract with the venue, be sure to indicate the name of the venue, its address and the time of the concert with a reserve of at least five hours. We register the technical staff of the site - the presence of an electrician, cleaner, water and thermal conditions throughout the entire event. We discuss issues regarding tickets in the contract: who prints, who sells, mode of sale, percentage of the transaction. We indicate the cashier’s working hours (only 30% of visitors arrive on time, the rest arrive later, so the cashier must sit almost until the end). This means that you decide when to stop selling tickets. Even if there are no numbers and the concert has started, you should be asked if it is possible to stop selling tickets. We indicate who has the right to withdraw money from the cash register.

In the contract with the artist we indicate how many songs he performs and for how many minutes. Payment procedure – prepayment, refund if the concert is canceled due to the artist’s fault, payment after arrival.

Remember that payment for damage caused goes to the protection account, and not to yours. The arrival of the police is always free.

I hope these tips will help you organize your event!

If your interests include music, then it can also bring you good profit. Naturally, if this is not limited to the extensive playlist in the player. How to make money from such a hobby? Organize a concert, of course. It could be music Festival or a solo concert. This activity will not only bring a lot of experience and contacts, but can also increase your capital. If you feel that this idea is for you, then let’s consider all aspects in order.

And so, there is an idea, there is a desire and aspiration. But where to start? And we should start with the following. It is unlikely that you will go to conquer the capital with just one idea and desire. There are plenty of them there, and they have more money.

You will get your first experience in this business in your city, even if it is just a small provincial town. At this stage, it is worth studying what kind of music the residents (especially young people) of the city prefer. Here you should close your eyes to your opinion on this or that genre, unless, of course, your goal is to make a profit. To do this, you need not only to attend several events, studying the number of people who came, but also to be close to young people and study their preferences. Who knows, maybe there are a lot of rock fans in your city who limit themselves to “garage” concerts.

Having decided on the audience, it will not be difficult to find a potential group or singer. Here you can create a poll on social networks and hope for the popularity and originality of the “star”. Do not stop at one option, because there should always be a supply. But don’t rush to invite a performer. Now it’s worth thinking about issues such as the concert venue and equipment. Why?
These aspects often become stumbling blocks in this business. Either the venue will be unaffordable, or there will be no musical equipment.
The site issue can be resolved as follows. If the city has night club, or something similar, then we go there. Such establishments attract more people than palaces of culture. You can relax here and there is a bar nearby.

It is better to talk with the director of the club, since the manager will not be able to help you in all matters, and it is better to talk about the rental price directly with the owner. But here it is worth showing confidence in your business. Make it clear that the idea is worthwhile and profitable. Without any doubts!

Don’t let your interlocutor think that you will run away with the money, if you can earn it at all. If everything goes smoothly, then you can even agree that you will pay the rent with the money you earn, but this does not always work out. Solve this question - move on to the next one.

Finding equipment for your concert is a very important part of the process. Therefore, let's put everything on the shelves. The required apparatus varies from genre to genre. And the more complex the design, the more difficult it is to find a quality device. This is where knowledge of the musical craft comes in especially handy. And if there is no knowledge, then it is best to find a person who can help with this. Don’t try to get into this jungle without any basic understanding. After all, if you can find equipment for club music in any nightclub, then for rock you will have to look for everything from a remote control and amplifiers to a drum set. But if there is knowledge (or knowledgeable person), then finding it won’t be difficult. Often musical equipment can be found in studios or rehearsal spaces.

Those who know can easily find them. The question remains small. The services of rental companies will cost much more. Such companies can get you almost everything you want, but for your money.

There is one more point: the technical rider.
Famous performers do not hesitate to demand the best equipment from the organizer, and you can find a technical rider on the website of the group or singer. And as already noted: the quality, and therefore the price of the device, varies depending on the genre. Of course, if your concert is limited to little-known groups, then what you get from local rehearsal points, studios or even cultural centers will be enough for them.

It is also important to prepare lighting equipment. You won't find them in studios, but even the most seedy club has the minimum necessary set. The rest can be ordered from the companies that have already been written about above.

Now you have everything you need to hold a concert, except for the performer. In this case, you should have already stocked up on options. It is worth approaching the issue of invitees no less subtly. If this famous performer, then the fee will be corresponding, which means the price of tickets will rise. For small towns, price is a very powerful argument, and sometimes people may refuse just because of this. To begin with, it’s worth thinking about the “hodgepodge” of different performers.

Such a festival will attract a lot of spectators, and musical groups may not be so well known. Their fee often comes down to payment for travel, and some are ready to work for an idea. So, the skill of persuasion and basic friendliness will help here. But if you decide to go for the big fish, then get ready for difficulties. The stars are very picky, and failure to comply with their requirements can cost you a pretty penny.

Once all this is done, it may seem like you're done. But no. There are, perhaps, two questions left, and if one can be skipped, then without the other you will be nowhere. The first is sponsors. But keep in mind that few people will want to give you their money, even if you post it all over the place. concert venue their advertising. This question can be addressed in the following way. Of course, no one forbids placing an advertisement in a newspaper, on the Internet, or even simply posting it around the city near large stores or establishments.

However, it is often easier for a sponsor to give you the necessary supplies rather than their money. So, for a concert, try looking for a sponsor among musical instrument stores. Maybe they will provide some of the equipment. In return, any sponsor will require a promotion from you. Simply put, make sure to mention it at the concert and include its logo on the event poster.

There is another type of sponsor – informational. They will help you spread the news about the upcoming concert. This could be local newspapers, an Internet portal in your city, public pages on social media. networks. Don’t forget about large online music portals, which very often post posters in exchange for their logo on it. It is worth recognizing that large websites are visited more often than the local newspaper is read. Here we get to the last point - advertising. What is written above is a very important part of the advertising campaign. But that's not all.

Don't skimp on printing out posters and posting them around the city. Just don’t trust this matter to hired pasters - you’ll fool yourself. Walk around the city. Offer to place posters in shops or cafes. Will also fit educational establishments, if the event is cultural enough. Since we live in modern world, do not forget to create a concert page on the Internet. It doesn't have to be a website. A page is enough social network. By the way, this is very convenient way and distribution of advertising, and monitoring people's activity.

Having done all this, all that remains is to draw up an accurate plan for the event. Coordinate it with the speakers and the club director. Don’t forget to think about who will host the event, especially if there are many groups and they will need to be introduced to the public. Finding a leader is not difficult. Place advertisements in the newspaper and on the Internet. The club management will be able to help you with this issue. Don't forget to prepare texts for the presenter. Some of them can be obtained from the performers themselves.

On the day of the concert, it would be a good idea to arrive at the venue early. This way you can manage all the preparations. The sound engineer you receive for any device, whether from a renting company or from a local studio, will have to rebuild the device. The sooner he starts this, the better. After all, various minor problems do occur.

Before the concert begins, take the time to thoroughly inspect the venue with a club representative. It is advisable to record the inspection in a special act, because all damage that may occur during the concert will fall on your shoulders and wallet.

Don't forget to greet the performers in person. Consider the wishes of the artists. Some, for example, may need a dressing room or space where they can place musical instruments.

You will make payments after the concert. And don't despair if your first gig doesn't pay off too much. Even if you were able to recoup it, returning all the costs (i.e., becoming a plus), then you should already rejoice, because you have gained great experience, new acquaintances and connections. And all this will definitely help you in organizing concerts in the future.

Hello! IN Lately I became more active with my group and encountered some problems in organizing concerts. It turns out that when you have a group that can perform every day, other difficulties arise. I will tell you about these difficulties and how to deal with them in this short article.

So. The hardest part is over. You've assembled a great team, you find it easy mutual language with your classmates and you can make cool music together. You are excited and not only you notice it. Great. I must say that only a few reach this stage. The majority merge along the way: they don’t find musicians, they get tired of starting all over again, they give up music, give up concerts, fuck themselves and those around them for nothing, and all that jazz.

The first way is to sit straight on your butt.

Another 90% of the remaining survivors follow this path. This is an excellent strategy if your plans do not include conquering the world and the Olympic sports complex packed to capacity. I can't judge such people. Leadership is not for everyone. Everyone's eggs are different. Some are made of steel, some are made of papier-mâché. Actually, this is why not everyone is able to start their own business and devote their lives to it, preferring to work at work until retirement, at which time you will face the inevitable collapse of hopes and ambitions, an extreme drop in your own standard of living and, in general, complete disappointment in your chosen life path. Well, okay, that’s all for another article, maybe someday later I’ll talk about this topic in broader strokes.

What's wrong with sitting on your butt straight? And it’s not bad at all. Everything is the same as always - that is, nothing. You have a group, it seems to be doing something, performing somewhere and sometime, waiting to be invited, fed, watered and put to bed. It doesn't matter whether you have records or not. A cynical uncle with a dark past in show business once told me that “nobody just needs songs.” And no matter how painful it may be to one’s pride, one has to agree with him. Even if you have a 100% hit, it's not enough. We need a legend, we need it bright image, you need PR, otherwise everything is decay.

Decay is when you are not serious about your music and are not willing to risk everything for it. If you sit around and wait for someone to call you to play a concert, you have nothing to live for. Kill yourself and your lazy musicians, make room on stage for more active guys :) Ok, ok, I didn’t mean those for whom music is just a hobby, but the article is not about them either.

Path number 2 is the path of the Jedi.

You have been sitting around long enough waiting for a miracle and have already managed to gain fat and acquire some immobility and clumsiness in your actions and decisions. What, good news- this is that you are ready to change. As they say, the maggot realized. We take ourselves by the top of our heads and begin to methodically pull ourselves out of our own cozy swamp.

Let's move on to the main thing.

How to throw a concert for your band.

Here's your action plan:

1. We are compiling a list of all clubs, bars, concert halls, where theoretically you could organize your gig.
2. We find contacts of art directors and organizers who work in these clubs/bars/restaurants, etc. We write them letters or call them on the phone if they don’t read the letters. Let's find out the schedule for organizing the concert. If anyone has problems with competent speech and by letter, trust someone who will not let you down. You need to make the right impression at the beginning and your first question should not sound stupid. It would seem like simple logic, but logic, like literacy, is far from a universal trait.
3. You have received answers to your questions. Someone sent you right away, someone asked “what kind of group is this?”, someone gave you completely acceptable demands, such as a percentage of the entrance, and someone unacceptable, such as renting a hall for the evening, and then at least you stir up drunken orgies.

If someone doesn’t understand me, the “percentage of entry” scheme is the best for a beginner music project. You bring n number of people to the concert, they buy tickets. The club takes part of the proceeds from ticket sales, the rest is yours. Of course, the club also makes money from the bar. How more club earned money from the bar, the happier their art director is and the more he will want to communicate with you in the future. So, a drinking public is good, no matter how blasphemous it may sound.

1. We supplement our sign with contacts and addresses with information on schedules and prices/conditions. Why haven’t you put up such a sign yet? I'm annoyed.

It is useless to wonder whether it is possible to hold a concert tomorrow. Check at least a month in advance, preferably 1.5-2. If the site is large - six months in advance. But most likely, this is not your scale yet, so don’t worry. When it’s their turn, they will call you.

What you will inevitably encounter at the information gathering stage:

1. Some clubs will refuse you under the pretext “it’s not the format of our establishment,” which in essence is complete bullshit. There is no such thing as an “institution format”; there is money or losses that you can bring to the club. If your group does not have a name (=the art director has not heard of you) and you are potentially unprofitable for the club, they will tell you “goodbye” at the very first stage of communication with them. Sadly. I encountered this while organizing concerts for my gang. But this is no reason to despair. And that's why.
2. Some clubs will offer you to perform on their terms. Someone will give you an evening at a solo concert, and someone may offer you participation in another hodgepodge. Some clubs organize concerts themselves and recruit bands for the evening themselves. There are clubs without a name, new establishments that have not yet formed an audience and they grab every opportunity to make money. You need to work with such establishments. This benefits both you and them. It is useless for a small group to rent the Olympic sports complex if three friends and a couple of family members come to the concert. Peer cooperates with peer. A simple rule that is generally useful to know and repeat to yourself more often in life.

In any case you must understand 2 simple things

1. Your group is your business. If you're not ready to start treating your music like a business, reread the point about hitting yourself against a wall.
2. For the club, your performance is their business. They don’t have any euphoria or tenderness from your creative impulses and never will. There is only a dry balance - the cash register after the end of the event. There is money in the cash register - everything is ok. A lot of money - hurt yourself. Has the club gone into the red? You didn't bring any guests? They paid the bartender/waiter/sound engineer/cleaning lady/security guard. And you stupidly didn’t even work to zero? What conclusion will the art director of the club make? Right. He won't want to work with you anymore. Standing on the carpet of the owner of the establishment, he will report for your fakap, which became his fakap, which became the fakap of the establishment and put the owner into money. Law of communicating vessels.

Welcome to the entertainment industry!

Yes, I almost forgot about the prefabricated hodgepodges. There are quite a lot of such events. they are concerts for 4-7 groups, sometimes more. Everything happens in complete turmoil, it is impossible to adjust the sound, and even less so to make a proper impression on the audience with your performance. Organizers of such festivals often sell tickets to the bands themselves so that they can distribute them further. In general, this is the most pioneering, most terrible option. It’s bad because no one here has any professionalism, not the bands, not the organizers, not the sound engineer. Everything is complete schoolboy stuff. The emissions from such events are zero. They do not work for the image in any way. Attracting a new audience? Doubtful. I can’t imagine a person who would trample on such a fest. For what? Should I drink some beer? Therefore, I simply do not consider the option of school matinees and immediately send such unfortunate organizers away or put a prohibitive price on our performance. The questions disappear by themselves.

Learn to be professionals. Learn to host your own concerts. Learn to put on your show and keep the listener in suspense. This is much more important than speaking in front of a crowd of teenagers who don't care about you. Be very selective about such events. I won't say they all suck, but for the most part they do.

A concert for 1-2-3 groups is ok. More than 3 is already too much. Or is it already a festival? open air type of Invasion. That is, not our format yet.

So, you've got yourself a date to perform YOURSELF. And now the fun begins.

How to fill a hall with people?

You make a poster, create events on Facebook and VKontakte, spam all your friends with a message about the upcoming wonderful gig. And you observe how many people express a desire to go to the concert, some part will say “maybe.” Most people won't care about your concert. An excellent test of your friends' loyalty.

At this stage I stop my story, because... I cannot give any recommendations regarding PR events, as this topic has not been covered by me yet. This is what I've been thinking about the most lately. It is not possible to experiment so often, because... There is no point in performing more than once a month, people quickly get tired of your music, and access to a new audience is a difficult thing. If you have thoughts on this matter, share them in the comments, I will be happy to discuss with you ways to expand the fan base and attract new audiences to my work.

If you think in economic terms, then your group is a new brand that you are promoting to the market. A brand must provide some value to the consumer in order for them to want to buy it. Here a lot of questions arise about image formation, naming (yeah, what you named the group is very important), and a unique selling proposition. This also includes work on brand awareness, promotional campaigns, content creation, content promotion. Your content is music, video, photo materials and interviews. This also includes direct advertising (posters, flyers, Internet (ppc, smm)), etc. As you can see, this is a pretty serious game and overall quite expensive. There must be guerrilla methods that will allow you to take the first steps before you break even (reach self-sufficiency, pass the break-even point). You can only learn what works and what doesn’t through your own experience and mistakes. Nobody wants to burn chips.

I've read a lot of articles about music business. And by and large they are all about nothing. And here's why: this business is given an undeserved aura of exclusivity and unusualness. But in essence - the same eggs, only in profile. You are an artist, you are a product. You are responsible for the quality of the product, but in order for it to be bought, it must be promoted. And this is all in textbooks on economics, management and marketing, just in slightly different words. There are two ways - to work according to demand and to be the Ivanushki group. They earn ok, but the music is complete crap. + Such projects have a high financial threshold for entering the market. In other words, you need to pump a lot of money into promotion at the first stage for it to take off. The second way is to create your own brand and your own trend little by little... The path of Steve Jobs. The path is difficult and life may not be enough. This is the way creative people. If the craft is more important to you, just sell yourself to the producer. Just be prepared that he will choose from hundreds of people just like you. And you may not be the most genetically valuable material.

Respect for reading and patience:) Music is cool. Creating a group is just the beginning.

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I don't know how big cities everything is happening in our country. I’m from the city of Petrozavodsk. The Internet is a good driver in this matter, as I think! It all depends on what areas the group itself wants to cover... In the sense of performing in Europe in Russia or somewhere else... I’ll just express my ideas on this topic... It makes sense to write not only demos and singles. But also videos. For example, record in different angles group at rehearsal, just play one thing that in the opinion of the group is its hit, so to speak, from the existing repertoire, pick up a stage image and pump it up, as you would do it at a concert. At the same time, try to show directorial talent based on your concept as a whole or turn to anyone for help so that it can be filmed with soul. After all, probably through friends there will be a photographer who can take good pictures and he will turn out to be someone’s acquaintance and he will be interested, especially if he has not photographed something like this and this will be an experience for him and he will get mutual assistance, it is also possible to work with a video operator. In our circle, for example there are such people, thank God. Of course, not for free, but for an affordable price since people have experience filming. Yes, it won’t be a super duper video like the popular gangs, but it can be done in an acceptable underground quality. And it will be small but it’s a movement that can make a big impact. It all depends on how competently it’s all worked out. The same with singles and demos. And post the so-called product on YouTube on social networks wherever possible. This is a very good help! Regarding concerts. The best thing is to get to open for a famous group, you may have to pay, but it all depends on the situation, but it can be considered as an option! Or concert with two or three unknown bands and a headliner (Participating in incomprehensible hodgepodges also makes sense, only somewhere in at the beginning, at the end no one will give a shit about who is playing there, someone will get drunk, and someone will get tired of it, because for example, your comrades played before you so much that their ears could no longer withstand this mockery). It makes sense to make a banner not big size with the name and logo of the group and hang it over during your performance drum kit or in another place visible to everyone, unless, of course, the organizer allows it. If someone likes your music, don’t ask the question, “What kind of group is this?” There is a problem with sound not only in PTZ but in St. Petersburg according to my musician friends who went to perform in St. Petersburg Clubs. As for Moscow, I don’t know how it is there. Not everyone has the opportunity to carry a backline with them, and most don’t have one yet... But it also can’t always save the situation. But the greater percentage is that you will still stand out from the rest of the participants and this will attract the attention of the listener. Especially when your equipment is set up, the sound engineer will set the bypass on his remote control and will thank you that he doesn’t need to do anything). Or take with you a floor-standing preamp, which will save the situation a little...

I'm trying my hand at promoting a very successful music project and am looking for all the information that relates to this :) Your article shed light on some remaining questions :)

Maxim, thank you. Much of your article was already clear to me, but I found something useful for myself.

Maxim, thank you. You should have answered, you can be understood.)))

Interesting article, thanks. I paid attention to “.. and you can make cool music together.” How do you make sure your music is cool? Since the beginning of the 2000s, to my ears, no one worthy has appeared. In addition, there is a feeling that all the niches are occupied, and simply no one wants to deal with young people, and it’s good without them. All that remains is to wish you patience.

Still, promotion is promotion, and the quality of the material should be very good. Sadly, on our stage the listenable bands can be counted on one hand, and those you want to listen to again are even fewer. And these groups best case scenario Some performances are held abroad, or at worst they stop playing. So, in my opinion, there are two ways: - find a local niche and squeeze all the juice out of it through promotion, image and other non-musical means, and there may be some income, since there will be a large audience here; - be critical of your music, compare it with foreign music, and often ask yourself the question whether you yourself would listen to this, whether something outstanding has really been created or just another passable material. In the second case, if the answers to all questions are positive, the main thing is to ensure maximum accessibility of the material. I agree about the concert hodgepodges (as they happen in Moscow). They are only suitable for training to perform on stage in poor conditions. And here are the thematic festivals that he goes to: the right audience, can be a good intermediate step on the way to their solo concerts.

Intragroup psychology interpersonal relationships, PR, marketing of the pop industry is certainly interesting.. But damn it’s boring). That’s what I thought when I saw the title) - That your store will ORGANIZE A MEETING-PARTY-CONCERT FOR ITS CUSTOMERS!. Where you will play and the buyers and in general - We will all have a “club” and a club meeting) - that would be interesting) I would pay for the ticket with pleasure)

I agree with the article, but only partially. Firstly, maybe what was described is suitable for Moscow or St. Petersburg, but since I live on the happy periphery in the city of Krasnoyarsk, such a promotion format will be VERY difficult for us. Of all the groups in our city, only 2 groups can be distinguished that really followed the path solo concerts and image promotion and achieved some kind of recognition. However, the fact remains that, for the most part, over the years of existence, they spend more money on music than they earn from it. Secondly, in our city there is only 1 (with a population of one million) club, which constantly hosts concerts of groups playing their music. Everything else is taverns for labukhs and 90% of musicians earn money from this. Periodically, concerts like Emerjanza or festivals are held, as described in the article with “hodgepodges”, but they can be wildly cool and the most seasoned bands try to play there. Therefore, I consider the feature about “not performing at Solyanka” to be ineffective, since the market will always dictate its conditions, and in these conditions you need to perform at every opportunity, ESPECIALLY if it is a cool fest, even with 10 groups. And most importantly: I have never seen a single group that plays their own material and that starts earning money from the first concerts, also giving solo albums. To do solo shows in clubs, and even to have people come to see you when you are unknown to anyone except your friends, is simply unrealistic. The only way out for this option - rent a club at your own expense, do advertising at your own expense, pay for small expenses at your own expense, pay for filming a performance and party at your own expense, and everything else... naturally at your own expense.