Part 4: Producing, Performing, and Merchandising

Chapter 16

Start Thinking. . . Brainstorm all the factors you believe

contribute to a successful, well-planned concert.

Chapter GoalsGain awareness of alternative ways concerts

may be sponsored, financed.Learn realistic concert budgeting.Acquire understanding of how contracts may

be negotiated with artists, talent agents, venue managers, and service companies.

Discover effective concert promotion techniques.

Learn production planning and methods of back-timing.

Concert ProductionEnjoying growthCan’t be piratedBoost record salesIncrease demand for merchandise

Concert PromotersNational promoters

coordinate toursneed local promotersnegotiate share of net receipts

Local promotersrecommend venues, seating arrangements,

promotional tie-insKey responsibilities of promoters

Getting StartedRoom for small start-up ventureThe cost of doing business

initial cash investmentbusiness registration and fees

Booking the ArtistFinding the artist

listeningobservingdeveloping relationships

Assessing the artists’ drawcharts versus personal preference

Making an OfferThe agent

who represents whom?preliminaries

what are artists’ fees and available dates? what are possible venues? what does the venue offer? what is the venue’s potential?

The offer

Seven Types of Concert Venues1. Stadiums2. Amphitheaters3. Festival sites4. Arenas5. Theaters6. Mid-sized music venues7. Small-sized music venues

The Art of the DealNegotiating artists’ fees

split pointpreliminary budgets

Potential versus realitynet potential = gross potential – unsold/free

ticketswritten agreements

Control sheetssee Table 12.4 on page 232 of textbook for an

example of how to back-time tasks

ContractsFace pageTechnical rider

deal breakerfiner points open to negotiation

MarketingMultimedia marketing

print mediaradio and televisiondirect mail and E-mail

Advertising productionad matsnational touring acts

Publicity and Public RelationsWeb sitesForeign interestPress releasesPublicists

SponsorshipsRecord company sponsorshipsLocal radio station sponsorshipsVenue and corporate sponsorshipsCollege sponsorships

National Association for Campus Activities

TicketingPurchasingTermsTicket scalping

Licensed Music MerchandiseInnovations

more than T-shirts + postersnow leading fashion brands + fragrances

Royalties360 deals

For Further Thought. . . What is a split point and how does it affect a

promoter?What possible complications could arise from

venue or corporate sponsorships?What forms of unpaid marketing can promote

a concert?