Organize a concert in the city. How to organize a concert for your group

Organizing concerts as a business can seem daunting. But if there is a desire to make money on music in this way, we will describe where to start an entrepreneur and show the profitability of the project.

At first, it will be very difficult to deal with organizational issues. Indeed, in large metropolitan areas there is high competition between such firms, and in small cities it is difficult to provide the required conditions for artists. It is possible that at first you will have to work without profit or even invest your own money until you create a name for yourself in certain circles.

Registration questions

Of course, in order to become a concert organizer, you do not have to go through registration with the tax office. But the fact is that artists are more willing to conclude an agreement and make a deal if you represent a legal entity or are registered at least as an individual entrepreneur.

In the first case, the firm inspires more confidence among sponsors, singers and club owners. But an individual entrepreneur has the opportunity to pay a lower tax to the state under a simplified system. And the process of paperwork is much cheaper and faster.

If several people unite to organize such a project, then you have to open an LLC. This will make it much easier to deal with the many issues that arise before the organizer of the concerts. It is also important to indicate the correct OKVED code. In this case, 93.29 is suitable - services in the field of entertainment and recreation.

Market analysis

Where to start the first thing? You can choose two directions:

1. Focus on your own tastes, invite those artists that you personally like and hope that someone else will want to attend a similar event.
2. But in order to earn money, it is advisable to conduct a survey among the residents of the city, acquaintances, on the forums and find out which groups and directions in music others prefer. If you are going to hold a concert with those performers that most people are waiting for in the city, with proper organization, you can earn large sums.

Before tackling all the issues, draw up a business plan and decide what you need, what is missing, how much you have and what you will focus on.

Choice of performer

Thinking through the upcoming event, decide how best to do:

• Invite only one artist or group and offer the audience a recital.
• Or gather several performers in one hall and provide the audience with something like a festival.

It is worth noting that it will be difficult for a beginner to get a "star", so it makes sense to focus on novice singers who may not even have their own producer yet. In this case, they will be ready to cooperate for a small fee and present minimum requirements. Sometimes such groups perform in the club even for free, only for an idea or advertisement.

To clarify the conditions and cost for the performance, it is advisable to conduct preliminary negotiations with the producer or the singer himself. It will not be superfluous to clarify the tour schedule in order to offer a performance at a time when it is convenient for him.

What needs to be prepared?

It is rather difficult to organize an artist's concert on your own. This will require many details to be taken into account. Start with the site and the hardware. So, depending on the group, its fame, the number of people wishing to attend the event, you need to find a suitable place in the city for this.

Usually for concerts they choose:

1. Clubs that already have all the equipment, lighting and public space.
2. Stadiums where there is enough space for a large number of people.
3. Culture houses or other concert halls.

It is important to agree with the owner of the establishment about acceptable prices, dates, possible discounts, distribution of tickets and advertising. Do not forget that for the performance of the performers, certain technical equipment is needed and in each case it will turn out to be something different.

For well-known groups, a technical rider is posted on the official website, that is, a list of those instruments and other equipment that will be required for their performance. But you can personally discuss this moment with the producer or artists and rent equipment in advance. This can be done through special agencies, studios, rehearsal rooms, houses of culture, etc.

Sometimes it makes sense to pay a little more to rent a club for a concert than to look for the premises and the required equipment separately. After all, in such establishments already usually there is everything for performances. In addition to music, you need to prepare lighting, as well as hire specialists who are responsible for setting up sound, lighting, etc.

Almost no concert is complete without attracting sponsors. They are needed for financial support, help with organizational issues, or for advertising and ticket sales. There are two main forms of cooperation:

• Financial - it can be profitable, but this is usually done rarely and only with already well-known firms. Nobody directly allocates money to novice organizers.
• In the form of barter - that is, you place a company logo or advertisement on posters, tickets, walls and on the stage, and the sponsor offers any help for this. This can be the dissemination of information about the concert, organizing a press conference for artists, providing them with a place of residence, a hall for a performance, equipment, printing products, etc.

1. Print flyers and distribute them in crowded places, leave them in youth cafes, educational institutions, etc.
2. Put up posters all over the city.
3. Use the services of special agencies that will not only help sell tickets, but also create advertising.
4. Create a page on the Internet or on social sites, provide information about the concert on a local forum.
5. Organize a press conference and invite journalists.

What else should you pay attention to?

In order for the expected event to take place and be held at a decent level, you need to do the following:

• When inviting artists, ask about their requirements and wishes. Arrange accommodation, meals, rehearsals for them.
• A few days before the concert, you can do a press conference or interview on a local TV channel with the performers.
• When drawing up the lease agreement for the club, note in writing all the details and features of the premises after a thorough inspection together with the owner. After all, any damage will have to be reimbursed to you as the organizer of the event.
• Payments are made after the performance, although some artists require a deposit of a certain amount before they arrive.
• Don't expect your first profit to make you a wealthy person. Several concerts may have to work for free or even at a loss. It will take some time to build up the company's image and gain credibility in the musical environment.
• Take care of the security of the premises or the stadium, because there will be a lot of people at the event. It is convenient to do this with the help of special private firms.
• Think over the entire scenario and also hire a facilitator. It is important to write down in advance what and when to say, the order of the artists' release, etc. Some performers provide their own lyrics for such occasions.
• Before the concert, give the technicians the opportunity to adjust the equipment, lighting, and the performing group to rehearse on stage. For this, it is better to set aside a whole day.
• Keep in mind that when renting a club, it is much more profitable to occupy it on weekdays. Then the cost will be lower, and it is easier to carry out preparatory work, since at this time there is a low attendance of such institutions.

Profitability

In order to calculate at least approximately your expenses and expected profit, you need to think about how much the ticket costs, how many people are expected at the concert and clarify the prices for all the organizational points listed above. Here are some approximate figures.

If you set the ticket price at 250 rubles and sell them in the amount of 500, then the income will be 125,000 rubles. With the indicated expenses for organizing the event, it turns out to earn 50 thousand in pure form. Thus, from the very first concerts, you can reach the full payback of your business.

Video: lecture - Vladimir Filippov, organization of concerts and tours.

Suppose you have idea to organize a party or a concert. And now you are faced with the questions of how you can save money for their implementation, or even earn.

So, in order to get money from the party, you need the very idea of ​​organizing a concert. You 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)
• Define the audience (who will go?)
• Set price range
• Learns to convince

So, in order to choose a concert venue, consider how many people will come to the concert. Definecapacityplaygrounds. By the number of seats - we print the required number of tickets for the concert. Examine possible entrances (especially cunning guards or employees of the hall can let in for a song, or even free of charge, "left" visitors or their relatives). If you do not trust the local security, put your security at all entrances and exits.

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

Another trick is fake tickets. To fight them, put neon stamps on them, do embossing, perforation.

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

A very good move is to organize VIP -zone. Place security near the tables or in the front rows for especially "expensive" clients. Many are flattered and even the inflated price of such tickets does not scare away.

In the era of modern technology, in order to invite a star, you don't have to look for it through second hand. Now on the Internet through the site you can find a connection with any artist. Learning to convince. Everyone has their own prices, but it is cheaper to invite an artist on a tour (this way you will save on travel costs). But on average, when organizing an event, all the money earned is divided like this: an artist 70%, an 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).

To bring a star, consider concert expenses: fee, road share, household rider, technical rider - sound rental, hall rental, concert personnel, security payment. Afraid that some will not cope, hire personal assistant- one or two thousand per event, but you have someone to rely on. Since during your concert, you can simply be torn apart by all sorts of trifles.

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

Placing posters can be commercial and free. Or activists willing to work for a ticket to this concert. Distribute 30-100 posters per person (depending on the ticket price for the party) and explain that each pasted-up poster needs to be photographed. Moreover, to photograph not the poster itself, but the place where it was pasted. Usually the posters are put up one month before the concert.

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

When drawing up a contract with the hall, we must indicate the name of the venue, its address and the time of the concert with a margin of at least five hours. We prescribe the technical staff of the site - the presence of an electrician, a cleaner, water and thermal regime throughout the event. We negotiate in the contract questions about tickets: who prints, who sells, the mode of sale, the percentage of the transaction. We indicate the cashier's working hours (only 30% of visitors arrive on time, the rest come later, so the cashier must sit almost to the end). This means when you decide to stop selling tickets. Even if there are no numbers and the concert has begun, you should be asked if the sale of tickets can be completed. We indicate who has the right to withdraw money from the cash desk.

With the artist, we indicate in the contract how many songs he performs, how many minutes. Settlement procedure - prepayment, refund if the concert is canceled due to the fault of the artist, payment after arrival.

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

I hope these tips will help you organize your event!

Hey! Recently, I have become more active in my group and faced some problems in organizing concerts. It turns out that when you have a group that can perform at least 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 have put together a great team, you easily find a common language with your classmates and together you manage to make cool music. You are rushing and not only you notice it. Fine. I must say that very few people reach this stage. Most of them 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 so on.

The first way is to sit straight on the priest.

Another 90% of the remaining survivors goes this way. This is a great strategy if your plans do not include conquering the world and the packed Olympic sports complex. I cannot judge such people. Leadership is not for everyone. Eggs are different for all people. Some have steel, some have papier-mâché. Actually, therefore, not everyone is able to start their own business and devote their lives to it, preferring to work at work until retirement, where you will face the inevitable collapse of hopes and ambitions, the ultimate drop in your own standard of living and, in general, sheer disappointment in the chosen life path. Well, okay, this is all from another article, maybe someday later I will ponder on this topic with broader strokes.

What's wrong with the option of sitting on the priest exactly? And nothing is bad. Everything is as usual - that is, nothing. You have a group, it seems to be even doing something, performing somewhere and sometime, waiting to be invited, fed, drunk and put to bed. It doesn't matter if you have records or not. One cynical uncle with a dark past in show business once told me that "just no one needs songs." And no matter how painful it is to his pride, we have to agree with him. Even if you have 100% hit, this is not enough. You need a legend, you need a vivid image, you need PR, otherwise everything is ashes.

Ashes is when you are not serious about your music and are not ready to risk everything for it. If you sit and wait for someone to call you to play a concert, you have no reason to live. Kill yourself and your lazy musicians, make room on the stage for more active guys :) Ok, ok, I didn't mean those for whom music is just a hobby, but this article is not about them either.

Path number 2 is the path of the Jedi.

You have sat out your sides enough in anticipation of a miracle and have already managed to get fat and find some immobility and sluggishness in your actions and decisions. Well, the good news is that you are ready to change. As they say, the maggot has realized. We take ourselves by the crown and begin to methodically pull out of our own cozy swamp.

Let's move on to the main thing.

How to stir up a concert for your group.

Here's your plan of action:

1. We make a list of all the clubs, bars, concert halls where, in theory, you could organize your gig.
2. We find contacts of art directors and organizers who work in these clubs / bars / restaurants, etc. We write letters to them or call them on the phone if they do not read the letters. We will find out the alignment of the organization of the concert. If someone has problems with speaking and writing correctly, trust someone who does not disappoint. You need to make the right impression at the beginning, and your first question shouldn't sound stupid. It would seem simple logic, but logic, like literacy, is far from a universal feature.
3. You have received answers to your questions. Someone sent you right away, someone asked "what kind of a group?" drunken orgies stir up.

In case someone did not understand me, the "percentage of entry" scheme is the best one for a beginning music project. You bring n-th number of people to the concert, they buy tickets. Part of the proceeds from ticket sales goes to the club, the rest is yours. Of course, the club also makes money from the bar. The more the club earned from the bar, the happier their art director and the more he wants to communicate with you in the future. So, the drinking audience is good, no matter how blasphemous it sounds.

1. We supplement our plate with contacts and addresses with information on layouts and prices / conditions. How, you haven't got such a sign yet? I'm annoyed.

It is useless to wonder if a concert can be held tomorrow. Specify at least a month in advance, better by 1.5-2. If the site is large - six months in advance. But most likely, this is not your scale yet, so do not worry. When their turn comes, they will call you.

What you will inevitably face at the stage of collecting information:

1. Some of the clubs will refuse you under the pretext of "not the format of our institution", which in fact is complete garbage. 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 hasn’t heard of you) and you are potentially unprofitable for the club, they will tell you “let's go bye” at the very first stage of communication with them. Sadly. I ran into this while organizing concerts for my gang. But this is not a reason to despair. And that's why.
2. Some clubs will invite you to perform on their terms. Someone will give you the evening for a solo concert, and someone may offer to take part in the next hodgepodge. Some clubs do their own concerts 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 any opportunity to make money. You need to work with such establishments. It is beneficial for both you and them. It is useless for a small group to rent the Olympic Stadium if three acquaintances and a couple of family members come to the concert. The peer cooperates with the 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 paragraph on killing yourself against the wall.
2. For the club, your performance is their business. They do not have any euphoria and tenderness from your creative impulses and never will. There is only a dry residue - the cash desk after the end of the event. There is money at the box office - everything is ok. A lot of money - hurt yourself. Has the club gone negative? Have you brought 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 account for your fakap, which became his fakap, which became the fakap of the establishment and put the owner on the loot. The law of communicating vessels.

Welcome to the entertainment industry!

Yes, I almost forgot about the prefabricated hodgepodge. There are quite a few such events. they are concerts for 4-7 groups, sometimes more. Everything happens in complete turmoil, it is impossible to tune the sound, to make a proper impression on the audience with your performance - all the more so. The 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, the most terrible option. It is bad because no one has professionalism here, neither the groups, nor the organizers, nor the sound engineer. Everything is a solid shkolota. The exhaust from such events is zero. They do not work for the image in any way. Attracting a new audience? Doubtful. I have a bad idea of ​​a person who will trample on such a fest. What for? Drink beer? Therefore, I simply do not consider the option of school matinees, and I immediately send such grief to the organizers away or put a protective price list on our performance. Questions disappear by themselves.

Learn to be professional. Learn to host your concerts yourself. Learn to stage your show and keep the listener on their toes. This is much more important than performing in front of a crowd of teenagers who don't give a damn 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 approx. More than 3 is too much. Or is it already an open-air festival like Invasion. That is, it is not yet our format.

So, you have knocked out a date for yourself for the performance by YOURSELF. And now the fun begins.

How to fill the hall with people?

You make a poster, make events on Facebook and in contact, spam all your friends with a message about the upcoming wonderful gig. And you observe how many people are willing to go to the concert, some part will say "maybe." Most of them won't give a damn about your concert. A great test of the loyalty of your friends.

At this stage, I end my story, because I cannot give any recommendations about PR events, so far this topic has not been disclosed by me. This is what I think 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 difficult. If you have any thoughts on this, share in the comments, I will be happy to discuss with you ways to expand the fan base and attract a new audience to my work.

In economic terms, 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. This raises a lot of questions about the formation of the image, naming (yeah, how you called the group is very important), a unique selling proposition. This includes work on brand awareness, promotional campaigns, content creation, content promotion. Your content is music, videos, photos and interviews. This also includes direct advertising (posters, flyers, internet (ppc, smm)), etc. As you can see, this is a pretty serious game and quite expensive overall. There should be guerrilla methods that will allow you to take the first steps before you break and come back (go to self-sufficiency, go through the break-even point). What works and what doesn't you can learn only from your own experience and mistakes. Nobody wants to shoot chips.

I have read many articles about the music business. And by and large they are all about nothing. And here's why: this business is attributed to a certain undeserved aura of exclusivity and uniqueness. But in fact - 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 to buy it, it must be promoted. And this is all in textbooks on economics, management and marketing, just a little differently. There are two ways - to work on demand and to be the Ivanushki group. They earn ok, but the music is complete shit. + Such projects have a high monetary threshold for entering the market. In other words, you need to pump a lot of money into promotion at the first stage in order for it to go. The second way is to create your own brand and your trend little by little. The way of Steve Jobs. The path is difficult and life may not be enough. This is the way of creative people. If craft is more important to you, just sell yourself to the producer. Just be prepared that he will choose from hundreds of people like you. And you may not be the most genetically valuable material.

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

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Comments (1)

Visitor

I don’t know how everything happens in the big cities of our country. Itself from Petrozavodsk. The Internet is a good mover in this matter, I think! It all depends what kind of spaces the group wants to cover ... In the sense of performing in Europe in Russia or elsewhere. ..I will just emphasize my ideas on this topic ... It makes sense to write not only demos, singles, but also video. For example, record a group at rehearsals from different angles, just play one thing that, in the group's opinion, is its hit, let's say from of the existing repertoire, choose a stage image and pump it up, as you would do it at a concert. At the same time, try to show directorial talent starting from your concept as a whole, or turn to someone else for help so that it was filmed with heart. After all, probably through friends there will be a photographer who can take pictures well and he will turn out to be someone's acquaintance and it will be interesting for him, especially if he did not shoot something like that and this is an experience for him and mutual assistance is obtained, it is also possible to move with a video operator. there are such people, thank God. Of course, not for free, but for a reasonable price, since people have experience in shooting. Yes, it will not be a super duper clip like the promoted bands, but it can be done in an acceptable underground quality. And it will be small but the movement, which can and strongly shoot. It all depends on how competently it all work. The same is with singles, demos. And put the so-called product on YouTube in the social network, wherever possible. This is a very good help! Concerning concerts. The best thing is to get to support a famous band, you may have to pay, but it all depends on the situations, but you can consider it as an option! Or a concert with two or three unknown bands and a headliner so that the ears could no longer withstand this mockery). It makes sense to make a small banner with the name and logo of the group and hang it during your performance over the drum kit or in another place visible to everyone, if, of course, the organizer allows it. anyone's taste for your music, so that he does not ask the question - "What kind of group is this?" or to perform in St. Petersburg Clubs. As for Moscow, I don't know how it is there. Not everyone has the ability to carry a backline with them, and most do not yet. ..But also not always can save the situation. But a greater percentage of the fact that you still stand out from the rest of the participants and this will attract the attention of the listener. Especially when your device is rebuilt, the sound engineer will put a bypass on his console and he will thank you again, that he doesn't need to do anything) Or carry with him a floor preamp, which will save the situation a little ...

I try myself in promoting a very successful music project and am looking for all the information that relates to it :) Your article shed some light on some of the 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 drew attention to ".. and you manage to make great music together." And how do you convince yourself of the coolness of your music? Since the beginning of the 2000s, to my ear, no one worthy has appeared. In addition, there is a feeling that all niches are occupied, and no one wants to deal with young people, and it’s good without them. It remains to wish patience.

Still, promotion is promotion, and the quality of the material should be very good. Sadly, on our stage listenable groups can be counted on the fingers, and those whom you want to listen to, and even less. And these groups at best spend part of their performances abroad, at worst they stop playing. So, in my opinion, there are two ways: - to find a local niche and squeeze all the juices out of it by promotion, image and other non-musical means, while there may be earnings, since the audience here will be large; - to be critical of your music, to compare it with foreign music, and more often to ask yourself the question whether he would listen to this himself, whether something outstanding was really created or another passable material. In the second case, with positive answers to all questions, the main thing is to ensure the maximum availability of the material. Concerning the concert hodgepodge (as it happens in Moscow) I agree. They are only suitable for training to perform on stage in bad conditions. But thematic festivals, which are attended by the right audience, can be a good intermediate step on the way to your solo concerts.

Intragroup psychology of interpersonal relations, PR, marketing of the popindustry is of course interesting .. But damn - boring). I thought that when I saw the title) - That your store ORGANIZES A MEETING-PARTY-CONCERT OF ITS CUSTOMERS !. Where you will play and 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 a happy periphery in the city of Krasnoyarsk, this 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 of 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 a million) club, which constantly hosts concerts of groups playing their own music. All the rest are pubs for labukhs and 90% of musicians make money from this. Concerts such as Emerjanza or festivals are periodically held, as described in the article with "prefabricated hodgepodge", but they are wildly cool and the hardest bands tend to play there. Therefore, I consider the feature about "not performing in hodgepodge" ineffective, since the market will always dictate its conditions, and in these conditions you need to perform whenever possible, ESPECIALLY if it's a cool fest even with 10 bands. And most importantly: I have never seen a single band that plays their material, and that starts making money from the first concerts, also giving solo albums. To do solo albums in clubs, and even to be seen when you are not known to anyone except your friends, is simply unrealistic. The only way out for this option is to rent a club at your own expense, do advertising at your own expense, pay minor expenses at your own expense, pay for the shooting of a performance and a party at your own expense, and everything else ... naturally at your own expense.

Hey! Recently, I have become more active in my group and faced some problems in organizing concerts. It turns out that when you have a group that can perform at least 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 have put together a great team, you easily find a common language with your classmates and together you manage to make cool music. You are rushing and not only you notice it. Fine. I must say that very few people reach this stage. Most of them 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 so on.

The first way is to sit straight on the priest.

Another 90% of the remaining survivors goes this way. This is a great strategy if your plans do not include conquering the world and the packed Olympic sports complex. I cannot judge such people. Leadership is not for everyone. Eggs are different for all people. Some have steel, some have papier-mâché. Actually, therefore, not everyone is able to start their own business and devote their lives to it, preferring to work at work until retirement, where you will face the inevitable collapse of hopes and ambitions, the ultimate drop in your own standard of living and, in general, sheer disappointment in the chosen life path. Well, okay, this is all from another article, maybe someday later I will ponder on this topic with broader strokes.

What's wrong with the option of sitting on the priest exactly? And nothing is bad. Everything is as usual - that is, nothing. You have a group, it seems to be even doing something, performing somewhere and sometime, waiting to be invited, fed, drunk and put to bed. It doesn't matter if you have records or not. One cynical uncle with a dark past in show business once told me that "just no one needs songs." And no matter how painful it is to his pride, we have to agree with him. Even if you have 100% hit, this is not enough. You need a legend, you need a vivid image, you need PR, otherwise everything is ashes.

Ashes is when you are not serious about your music and are not ready to risk everything for it. If you sit and wait for someone to call you to play a concert, you have no reason to live. Kill yourself and your lazy musicians, make room on the stage for more active guys :) Ok, ok, I didn't mean those for whom music is just a hobby, but this article is not about them either.

Path number 2 is the path of the Jedi.

You have sat out your sides enough in anticipation of a miracle and have already managed to get fat and find some immobility and sluggishness in your actions and decisions. Well, the good news is that you are ready to change. As they say, the maggot has realized. We take ourselves by the crown and begin to methodically pull out of our own cozy swamp.

Let's move on to the main thing.

How to stir up a concert for your group.

Here's your plan of action:

1. We make a list of all the clubs, bars, concert halls where, in theory, you could organize your gig.
2. We find contacts of art directors and organizers who work in these clubs / bars / restaurants, etc. We write letters to them or call them on the phone if they do not read the letters. We will find out the alignment of the organization of the concert. If someone has problems with speaking and writing correctly, trust someone who does not disappoint. You need to make the right impression at the beginning, and your first question shouldn't sound stupid. It would seem simple logic, but logic, like literacy, is far from a universal feature.
3. You have received answers to your questions. Someone sent you right away, someone asked "what kind of a group?" drunken orgies stir up.

In case someone did not understand me, the "percentage of entry" scheme is the best one for a beginning music project. You bring n-th number of people to the concert, they buy tickets. Part of the proceeds from ticket sales goes to the club, the rest is yours. Of course, the club also makes money from the bar. The more the club earned from the bar, the happier their art director and the more he wants to communicate with you in the future. So, the drinking audience is good, no matter how blasphemous it sounds.

1. We supplement our plate with contacts and addresses with information on layouts and prices / conditions. How, you haven't got such a sign yet? I'm annoyed.

It is useless to wonder if a concert can be held tomorrow. Specify at least a month in advance, better by 1.5-2. If the site is large - six months in advance. But most likely, this is not your scale yet, so do not worry. When their turn comes, they will call you.

What you will inevitably face at the stage of collecting information:

1. Some of the clubs will refuse you under the pretext of "not the format of our institution", which in fact is complete garbage. 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 hasn’t heard of you) and you are potentially unprofitable for the club, they will tell you “let's go bye” at the very first stage of communication with them. Sadly. I ran into this while organizing concerts for my gang. But this is not a reason to despair. And that's why.
2. Some clubs will invite you to perform on their terms. Someone will give you the evening for a solo concert, and someone may offer to take part in the next hodgepodge. Some clubs do their own concerts 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 any opportunity to make money. You need to work with such establishments. It is beneficial for both you and them. It is useless for a small group to rent the Olympic Stadium if three acquaintances and a couple of family members come to the concert. The peer cooperates with the 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 paragraph on killing yourself against the wall.
2. For the club, your performance is their business. They do not have any euphoria and tenderness from your creative impulses and never will. There is only a dry residue - the cash desk after the end of the event. There is money at the box office - everything is ok. A lot of money - hurt yourself. Has the club gone negative? Have you brought 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 account for your fakap, which became his fakap, which became the fakap of the establishment and put the owner on the loot. The law of communicating vessels.

Welcome to the entertainment industry!

Yes, I almost forgot about the prefabricated hodgepodge. There are quite a few such events. they are concerts for 4-7 groups, sometimes more. Everything happens in complete turmoil, it is impossible to tune the sound, to make a proper impression on the audience with your performance - all the more so. The 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, the most terrible option. It is bad because no one has professionalism here, neither the groups, nor the organizers, nor the sound engineer. Everything is a solid shkolota. The exhaust from such events is zero. They do not work for the image in any way. Attracting a new audience? Doubtful. I have a bad idea of ​​a person who will trample on such a fest. What for? Drink beer? Therefore, I simply do not consider the option of school matinees, and I immediately send such grief to the organizers away or put a protective price list on our performance. Questions disappear by themselves.

Learn to be professional. Learn to host your concerts yourself. Learn to stage your show and keep the listener on their toes. This is much more important than performing in front of a crowd of teenagers who don't give a damn 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 approx. More than 3 is too much. Or is it already an open-air festival like Invasion. That is, it is not yet our format.

So, you have knocked out a date for yourself for the performance by YOURSELF. And now the fun begins.

How to fill the hall with people?

You make a poster, make events on Facebook and in contact, spam all your friends with a message about the upcoming wonderful gig. And you observe how many people are willing to go to the concert, some part will say "maybe." Most of them won't give a damn about your concert. A great test of the loyalty of your friends.

At this stage, I end my story, because I cannot give any recommendations about PR events, so far this topic has not been disclosed by me. This is what I think 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 difficult. If you have any thoughts on this, share in the comments, I will be happy to discuss with you ways to expand the fan base and attract a new audience to my work.

In economic terms, 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. This raises a lot of questions about the formation of the image, naming (yeah, how you called the group is very important), a unique selling proposition. This includes work on brand awareness, promotional campaigns, content creation, content promotion. Your content is music, videos, photos and interviews. This also includes direct advertising (posters, flyers, internet (ppc, smm)), etc. As you can see, this is a pretty serious game and quite expensive overall. There should be guerrilla methods that will allow you to take the first steps before you break and come back (go to self-sufficiency, go through the break-even point). What works and what doesn't you can learn only from your own experience and mistakes. Nobody wants to shoot chips.

I have read many articles about the music business. And by and large they are all about nothing. And here's why: this business is attributed to a certain undeserved aura of exclusivity and uniqueness. But in fact - 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 to buy it, it must be promoted. And this is all in textbooks on economics, management and marketing, just a little differently. There are two ways - to work on demand and to be the Ivanushki group. They earn ok, but the music is complete shit. + Such projects have a high monetary threshold for entering the market. In other words, you need to pump a lot of money into promotion at the first stage in order for it to go. The second way is to create your own brand and your trend little by little. The way of Steve Jobs. The path is difficult and life may not be enough. This is the way of creative people. If craft is more important to you, just sell yourself to the producer. Just be prepared that he will choose from hundreds of people like you. And you may not be the most genetically valuable material.

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

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Comments (1)

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I don’t know how everything happens in the big cities of our country. Itself from Petrozavodsk. The Internet is a good mover in this matter, I think! It all depends what kind of spaces the group wants to cover ... In the sense of performing in Europe in Russia or elsewhere. ..I will just emphasize my ideas on this topic ... It makes sense to write not only demos, singles, but also video. For example, record a group at rehearsals from different angles, just play one thing that, in the group's opinion, is its hit, let's say from of the existing repertoire, choose a stage image and pump it up, as you would do it at a concert. At the same time, try to show directorial talent starting from your concept as a whole, or turn to someone else for help so that it was filmed with heart. After all, probably through friends there will be a photographer who can take pictures well and he will turn out to be someone's acquaintance and it will be interesting for him, especially if he did not shoot something like that and this is an experience for him and mutual assistance is obtained, it is also possible to move with a video operator. there are such people, thank God. Of course, not for free, but for a reasonable price, since people have experience in shooting. Yes, it will not be a super duper clip like the promoted bands, but it can be done in an acceptable underground quality. And it will be small but the movement, which can and strongly shoot. It all depends on how competently it all work. The same is with singles, demos. And put the so-called product on YouTube in the social network, wherever possible. This is a very good help! Concerning concerts. The best thing is to get to support a famous band, you may have to pay, but it all depends on the situations, but you can consider it as an option! Or a concert with two or three unknown bands and a headliner so that the ears could no longer withstand this mockery). It makes sense to make a small banner with the name and logo of the group and hang it during your performance over the drum kit or in another place visible to everyone, if, of course, the organizer allows it. anyone's taste for your music, so that he does not ask the question - "What kind of group is this?" or to perform in St. Petersburg Clubs. As for Moscow, I don't know how it is there. Not everyone has the ability to carry a backline with them, and most do not yet. ..But also not always can save the situation. But a greater percentage of the fact that you still stand out from the rest of the participants and this will attract the attention of the listener. Especially when your device is rebuilt, the sound engineer will put a bypass on his console and he will thank you again, that he doesn't need to do anything) Or carry with him a floor preamp, which will save the situation a little ...

I try myself in promoting a very successful music project and am looking for all the information that relates to it :) Your article shed some light on some of the 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 drew attention to ".. and you manage to make great music together." And how do you convince yourself of the coolness of your music? Since the beginning of the 2000s, to my ear, no one worthy has appeared. In addition, there is a feeling that all niches are occupied, and no one wants to deal with young people, and it’s good without them. It remains to wish patience.

Still, promotion is promotion, and the quality of the material should be very good. Sadly, on our stage listenable groups can be counted on the fingers, and those whom you want to listen to, and even less. And these groups at best spend part of their performances abroad, at worst they stop playing. So, in my opinion, there are two ways: - to find a local niche and squeeze all the juices out of it by promotion, image and other non-musical means, while there may be earnings, since the audience here will be large; - to be critical of your music, to compare it with foreign music, and more often to ask yourself the question whether he would listen to this himself, whether something outstanding was really created or another passable material. In the second case, with positive answers to all questions, the main thing is to ensure the maximum availability of the material. Concerning the concert hodgepodge (as it happens in Moscow) I agree. They are only suitable for training to perform on stage in bad conditions. But thematic festivals, which are attended by the right audience, can be a good intermediate step on the way to your solo concerts.

Intragroup psychology of interpersonal relations, PR, marketing of the popindustry is of course interesting .. But damn - boring). I thought that when I saw the title) - That your store ORGANIZES A MEETING-PARTY-CONCERT OF ITS CUSTOMERS !. Where you will play and 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 a happy periphery in the city of Krasnoyarsk, this 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 of 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 a million) club, which constantly hosts concerts of groups playing their own music. All the rest are pubs for labukhs and 90% of musicians make money from this. Concerts such as Emerjanza or festivals are periodically held, as described in the article with "prefabricated hodgepodge", but they are wildly cool and the hardest bands tend to play there. Therefore, I consider the feature about "not performing in hodgepodge" ineffective, since the market will always dictate its conditions, and in these conditions you need to perform whenever possible, ESPECIALLY if it's a cool fest even with 10 bands. And most importantly: I have never seen a single band that plays their material, and that starts making money from the first concerts, also giving solo albums. To do solo albums in clubs, and even to be seen when you are not known to anyone except your friends, is simply unrealistic. The only way out for this option is to rent a club at your own expense, do advertising at your own expense, pay minor expenses at your own expense, pay for the shooting of a performance and a party at your own expense, and everything else ... naturally at your own expense.

Organizing concerts as a business today is not only interesting, but also extremely profitable. Just think: doing such a thing, you can kill two birds with one stone - get money and enjoy listening to your favorite music.

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

It should be noted right away that organizing concerts 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 are talking about resistance to stress.

After all, in order to make the organization of concerts a business that brings a 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 rather pretentious personalities.

In addition, before becoming a concert organizer, you should understand that shy and uncommunicative people do not belong in this area. 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 within your reach? Then you should learn more 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 you organize an artist's concert yourself, you should decide on what kind of event you are going to hold. Whether it will be a performance by one famous person, a group, an ensemble or a festival with the participation of several performers. Only after that should you start thinking about where to start organizing the concert. Here are some simple guidelines to help you make your dream come true and make money while doing it:

• One should start, of course, by choosing a suitable site. Don't get hung up on one option. If you are organizing such an event in your city, do not be lazy to meet with the directors of clubs and halls in person. Discuss rental issues, inspect dressing rooms or other areas where artists can sit.
• Contact the director, producer or other representative of the artist (band). The contacts of these people can be found on the Internet on the official website or on the covers of the CDs. Discuss with the 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 a group that literally gathers stadiums.

First steps

Create a detailed business proposal that you will need to find sponsors. This happens according to the following scheme. The space you lease during the concert belongs to you, which means that you can attract sponsors by placing advertisements in the hall, on stage, and so on. In addition, you can invite representatives of some companies to conduct promotions and other promotional activities. Be sure to conclude an agreement with the sponsors who agree.

Before organizing the band's performance, you will need to take care of the advertising campaign. Put up posters, advertise on the media and social media, and distribute free flyers to high school and college students to help spread the word about the upcoming event.

• Hold a press conference with journalists at least ten days prior to the event. On it, you can also distribute invitations and flyers, organize a small buffet table, and provide representatives of the fifth power with all the necessary information that will be needed to write articles and publish reports on TV and radio.
• Before organizing a concert in your city, do the calculations and distribute in advance the funds that will be received from the sponsor. It is necessary to immediately calculate the profit, as well as the salaries of the stars and the salaries of their assistants.
• On the long-awaited day of the concert, try to personally receive the stars on the site and accompany them after.

Now you know how to organize a concert and where to start. Do not have high hopes for the first profit - perhaps it will not be too big. But the first organizational experience you get is much more expensive.