Promotions managers in the music industry are responsible for promoting clients and their music. They may be involved in representing individual artists, promoting records for a record company or publicising a venue.

Music promoters who work for a record company or represent artists are involved in arranging interviews with the music press and television and radio stations. They arrange promotion events and persuade clubs, DJs, television and radio stations to give airtime to newly released records (known as ‘plugging’). Managers also advise clients when to release records and organise tours. In larger record companies they may specialise in marketing and plugging, or in ‘A and R’ where they select and represent the artists.

Live music promotions managers book suitable acts and artists for particular venues. Their work involves identifying suitable audiences and organising marketing material that will appeal to them. They make sure that the necessary arrangements are made and the correct equipment is supplied to ensure that events run smoothly.

In both cases their work will include negotiating contracts; writing and arranging the printing of promotional material; advising on legal issues; keeping administrative records; liaising with designers and other marketing personnel; budgeting and financial record keeping.

Hours and Environment

Promotions managers in the music industry work irregular hours. They may be expected to attend evening events and work at weekends.

They are likely to be based in an office but may also attend clubs and concerts. Travelling to visit clients, liaise with printers and to undertake promotions work is essential and a driving licence is likely to be required.

Skills and Interests

To work as a promotions manager in the music industry you will need:

• an interest in music (which could include detailed knowledge of a particular type)
• initiative and enterprise to promote your clients
• the ability to work under pressure
• the ability to work effectively on your own and as part of a team
• financial awareness
• good communication skills
• a persuasive and persistent approach
• good organisational skills
• self motivation and the ability to motivate others
• computer literacy.

Entry

There are no formal entry requirements into this profession. Many entrants start in junior administrative roles in television, radio or record companies, until they are able to find work as assistants in relevant departments such as marketing.

Degrees and HNDs are available in subjects such as Music Industry Management and Marketing. Some relevant courses are listed on the Production Services Association website - see Further Information. However, these courses do not guarantee entry into the industry. There is significant competition for most positions, and you will need to be able to demonstrate your interest in the field. Previous related experience and/or qualifications in public relations, sales management, events organising or advertising can be an advantage, as can knowledge of accounts or contract law. Success usually depends on making contacts and networking.

Training

Training usually takes place on the job.

The BTEC Level 5 Professional Diploma in Music Management can be taken whilst in relevant employment.

The British Phonographic Industry (BPI) website has a directory of courses which relate to the music industry. Some courses are aimed at those entering further education and lead to degree or other recognised qualifications. Formal entry requirements are not always necessary - interviews and evidence of work experience are common selection criteria.

Managers can join the Music Managers' Forum (MMF), which gives members access to advice, workshops and training and networking opportunities. MMF Training is the training division of the MMF. See the Further Information section for contact details.

Opportunities

Opportunities for promotions managers working in the record industry exist in major cities, such as London and Manchester. There is usually strong competition for vacancies. Overall the number of managers is declining as web sites and other media are used more extensively to advertise artists and venues.

Opportunities for managing venues are likely to be more regionally based as many towns and cities have arts centres, halls and other facilities.

In large companies it may be possible to specialise in a certain type of music or venue or in certain aspects of the work like contract negotiation.

There are opportunities to become self-employed or start up an agency or promotions company. Some move into general management and public relations. Opportunities exist to work abroad.

Annual Income

The annual income section is intended as a guideline only. The actual rates of pay may vary. There is no set income for promotion managers.

New entrants may start at up to £14,000.
Experienced promotions managers may earn from around £18,000 to £40,000.
A few may earn up to £100,000 .

Many promotions managers take a percentage of performers' earnings and may earn considerable sums depending on the performers’ success. Many promotions managers work freelance or on contract.

Further information

PO Box 2709
Bath
BA1 3YS
Tel:01225 332668 60-62 Clapham Road
London
SW9 0JJ
Tel: 020 7582 5566 British Music House
26 Berners Street
London
W1T 3LR
Tel: 0870 8507 800 14b Turner Street
Manchester
M4 1DZ
Tel: 0161 839 7007 Riverside Building, County Hall
Westminster Bridge Road
London
SE1 7JA
Tel: 020 7803 1300