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Music promotions manager

  • Hours

    Variable

  • Starting salary

    £16,000 + per year

If you've got knowledge of music and the music industry, and you are persuasive and good at negotiating, this job could be ideal for you.

Music promotions managers (or music promoters) publicise recording artists or live music events.

In this job you will need excellent spoken and written communication skills. You will need to be able to stay organised when working under pressure. You will also need to have drive and be persistent.

There isn't a set path into this type of job - it's all about building up experience and contacts. You might start in an administration role for a record company or music venue and work your way up. A college or university course in music industry management could also help you develop contacts and experience, if it is a practical course.



The work

As a promotions manager working for a record company or artist, your duties would include:

  • writing press releases to publicise your client's music or tour
  • organising publicity events such as media interviews and personal appearances
  • going to publicity events with clients
  • getting airtime on radio and TV shows (known as plugging)
  • 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 (known as ‘artiste and repertoire’ or A and R).

You could also work as a promoter for a live music venue or festival, where you might:

  • choose and book suitable acts
  • deal with agents, caterers and suppliers
  • arrange a full programme of gigs
  • identify suitable audiences
  • organise marketing and publicity
  • arrange entertainment licences.

Your work might also involve dealing with budgets and administration.

Creative Choices showcases the work of promoters in classical and modern music.


Hours

Your working hours would vary. You might go to concerts and events at night, and deal with administration and promotional events during the day.

You would have an office base, but you will spend a lot of your time going to music venues and promotional events. This can involve travelling around the UK and possibly overseas, and periods staying away from home.


Income

  • Starting salaries for assistants in record companies can be around £16,000 to £18,000 a year
  • With experience this can rise to between £20,000 and £40,000
  • Top salaries can reach £100,000.

It is common to work freelance or on short contracts, so income may vary. Many promotions managers also take a percentage of performers' earnings.

Figures are intended as a guideline only.


Entry requirements

You don't need specific qualifications to work in the music industry, and there is no set career path into working as a promoter. The key is to get practical experience and develop a network of contacts in the industry.

You would often start in an administrative job for a record company, TV or radio station or a music venue and work your way up to the promotions, marketing or A and R department as you get to know the industry.

You could also choose to take a course in music industry management before you look for work. Taking one of these courses could help you to develop practical experience and contacts.

Relevant foundation degrees, BTEC HNDs and degrees are available at a few colleges and universities. To search for courses, check the BPI Music Education Directory on the BPI website.

Other ways you could build useful experience in the music industry include:

  • finding work placements with record companies or music PR agencies
  • promoting local bands
  • organising and promoting local gigs or festivals
  • writing gig reviews for local or student press
  • getting involved in student or community radio.

You may find it helpful to have experience in a related area such as sales and marketing, public relations, event organisation or advertising. Knowledge of accounts and contract law can also be useful.


Training and development

You will usually develop your skills on the job as your experience grows.

The BPI runs networking events and business seminars for those who are new to the industry.

  • BPI (Opens new window) - career events

The British Institute of Innkeepers Awarding Body (BIIAB) offers a Level 2 Award for Music Promoters (AMP) qualification.

Once you are working in music promotions, you could also join the Music Managers' Forum (MMF), for advice, workshops, networking opportunities, and a range of short courses from MMF Training.


Skills and knowledge

To be a music promotions manager you should have:

  • excellent spoken and written communication skills
  • good sales and negotiation skills
  • knowledge of music and the music market
  • the ability to work under pressure
  • good organisational skills
  • the ability to work well alone and as part of a team
  • drive, motivation and persistence
  • computer skills.

More information

Music Managers' Forum (MMF) (Opens new window)
British Music House
26 Berners Street
London
W1T 3LR
Tel: 0207 306 4888
www.themmf.net

Musicians' Union (Opens new window)
Tel: 020 7582 5566
www.musiciansunion.org.uk

MMF Training (Opens new window)
14b Turner Street
Manchester
M4 1DZ
Tel: 0161 430 8324
www.mmf-training.com

BPI - The British Recorded Music Industry (Opens new window)
Riverside Building
County Hall
Westminster Bridge Road
London
SE1 7JA
Tel: 020 7803 1300
www.bpi.co.uk

Creative and Cultural Skills (Opens new window)
Lafone House
The Leathermarket
Weston Street
London
SE1 3HN
www.creative-choices.co.uk


Opportunities

Most jobs in record companies are based in London, although some opportunities are also available in other major cities. Jobs with music venues are available all over the UK.

Some jobs may be advertised in music magazines and websites, but it is more common to find work through word of mouth and networking. You could also approach record companies and venues directly. Competition for jobs is very strong.

With experience, you could move to a larger company or you could specialise in an area such as legal advice. Alternatively, you could work freelance, start up your own promotions company or become an artists' agent or manager.

You may find the following useful for job vacancies and general reading (links open in new window):

Job profiles are based on the latest information supplied to us by industry bodies, such as Sector Skills Councils. Please be aware that with the introduction of the Qualifications and Credit Framework (Opens in a new window) there has been, and will continue to be, changes to vocational qualifications. For more information, please check with industry bodies directly.

We do not accept responsibility for the content of external sites.


Related industry information

Industry summary

The music industry is part of the creative and cultural industries, represented by the Creative and Cultural Skills Sector Skills Council, which also includes: craft; cultural heritage; literature; design; performing arts; and visual arts. The creative and cultural industries currently employ 678,480, people, of which 24% are based in London. There are 74,640 businesses in the creative and cultural industries, of which 87% employ less than 10 people.

The music industry includes trade associations, businesses and employers in: recording/labels companies; music publishers; musical instruments; audio production and retail; live events and promotion; specialist music retailers; not‐for‐profit music organisation; as well as music education and training providers.

Key facts:

  • There are 102,220 people working in the music industry, of which:
    • 50,780 work in live performance
    • 21,930 in production, retail and distribution of musical instrument/audio equipment
    • 15,130 in retail and distribution of recordings
    • 10,190 in recording
    • 2,890 in composition of musical works and music publishing
    • 1,300 in promotion, management and agency related activities
  • Employment in music increased by 8% between 2004 and 2006.
  • 25% of the workforce is located in London.
  • There are 13,760 businesses, of which 89% employ less than 50 people.
  • The music industry contributes £4.2 billion to the UK economy.
  • 46% of the music workforce is self‐employed.
  • 34% of the workforce works part‐time.
  • Women in the industry are slightly more highly qualified than men (38% have an above level 4 qualification as their highest qualification compared with 35% of men).
  • Women are likely to earn less money than men (78% of women in music earn less than £20,000 per year, compared to 51% of men).
  • 36% of those working in the music industry have at least a level 4 qualification.
  • 8% of the workforce has no qualifications.

Jobs in the industry include: agent, artistic director, classical musician, composer/arranger DJ, lighting technician, lyricist/songwriter, manager (music), music and audio manufacturer, music conductor, music teacher, performer (recording artist), publicity and promotions, singer, sound engineer.


National and regional data

Northern Ireland – There are 11,640 people working in the Northern Ireland creative and cultural sector. 2% of the UK music workforce is located in Northern Ireland. The music industry in Northern Ireland contributes £59 million to the UK economy. More than 99% of the music workforce is white and 63% of the workforce is male. 34% of the music workforce in Northern Ireland is self‐employed.

Scotland – There are 45,420 people working in the Scottish creative and cultural sector. 6% of the UK music workforce is located in Scotland. The music industry in Scotland contributes £230 million to the UK economy. 98% of the music workforce is white. 30% of the music workforce in Scotland is self‐employed.

Wales – There are 24,060 people working in the Welsh creative and cultural sector. 4% of the UK music workforce is located in Wales. The music industry in Wales contributes £69 million to the UK economy. 99% of the workforce is white and 69% of the workforce is male. 38% of the Welsh music workforce is self‐employed.

[N.B. The data for the following regions are for the creative and cultural sector as a whole.]

East Midlands – There are 44,380 people in the sector workforce in the region, representing 7% of the UK sector workforce. There are 3,950 creative businesses in the region, of which 92% employ less than 50 people. 35% of the workforce is self-employed. 63% of the workforce is male. 95% of the sector workforce is white and 54% are under 40 years.

East of England – There are 63,700 people in the sector workforce in the region, representing 9% of the UK sector workforce. There are 6,710 creative businesses in the region, of which 93% employ less than 50 people. 37% of the workforce is self-employed. 66% of the workforce is male. 95% of the sector workforce is white and 46% are under 40 years.

London – There are 164,690 people in the sector workforce in London, representing 24% of the UK sector workforce. There are 21,600 creative businesses, of which 93% employ less than 50 people. 51% of the workforce is self-employed. 58% of the workforce is male. 84% of the sector workforce is white and 56% are under 40 years.

North East – There are 19,680 people in the sector workforce in the region, representing 3% of the UK sector workforce. There are 1,330 creative businesses in the region, of which 90% employ less than 50 people. 38% of the workforce is self-employed. 63% of the workforce is male. 96% of the sector workforce is white and 53% are under 40 years.

North West – There are 59,580 people in the sector workforce in the region, representing 9% of the UK sector workforce. There are 5,660 creative businesses in the region, of which 91% employ less than 50 people. 34% of the workforce is self-employed; the majority of who are in arts and music. 62% of the workforce is male. 95% of the sector workforce is white and 55% are under 40 years.

South East – There are 98,170 people in the sector workforce in the region, representing 14% of the UK sector workforce. There are 12,300 creative businesses in the region, of which 93% employ less than 50 people. 43% of the workforce is self-employed. 59% of the workforce is male. 97% of the sector workforce is white and 47% are under 40 years.

South West – There are 60,690 people in the sector workforce in the region, representing 9% of the UK sector workforce. There are approximately 5,000 creative businesses in the region, of which 93% employ less than 50 people. 47% of the workforce is self-employed in arts, design and music. 59% of the workforce is male. 98% of the sector workforce is white and 46% are under 40 years.

West Midlands – There are 40,300 people in the sector workforce in the region, representing 6% of the UK sector workforce. There are approximately 5,000 creative businesses in the region, of which 91% employ less than 50 people. 31% of the workforce is self-employed, which is the lowest regional figure. 58% of the workforce is male. 91% of the sector workforce is white and 49% are under 40 years.

Yorkshire and the Humber – There are 45,900 people in the sector workforce in the region, representing 7% of the UK sector workforce. There are fewer than 4,000 creative businesses in the region, of which 90% employ less than 50 people. 40% of the workforce is self-employed. 60% of the workforce is male. 97% of the sector workforce is white and 53% are under 40 years.


Career paths


Further sources


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