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How to Be a Promoter for Artists

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Becoming an artist promoter can take you down a few different career paths. For instance, you could become a concert and event promoter, street-team promoter, new talent manager or booking agent. Choosing which type of promoter you want to be doesn't stop here: Promoters for artists can specialize in specific arts such as music, visual arts, modeling and acting. Most promoters have a background in either a specific artistic discipline or in management and promotions. They also have an intense interest in arts and knowledge of their industry, as well as business and marketing skills.

Research and learn all that you can about the specific type of artist you wish to promote. If you want to become a visual arts promoter, you will need to be knowledgeable in art history, masters of art, visual art techniques and the latest developments in the field. If want to be a music promoter, you'll need to know all there is to know about the genre of music you want to promote, its history, related music types, music venues and how to plan and promote concerts.

Meet with different kinds of artists, from well-established ones to up-and-coming and independent artists. Take the time to learn about them, see which ones you have a good connection with and which ones whose art you appreciate and believe in most.

Network with managers of local venues, such as bars, clubs, cafes, galleries and museums. Establish the connections you need to plan events for the artists you wish to promote. Think outside of the box and network with owners of unusual establishments like warehouses, recreation parks and botanical gardens; one of your artists may want to hold an event in one of these establishments instead of a more traditional venue.

Familiarize yourself with local, regional and national press contacts. Alert them when you have an upcoming event, and they can help spread the word to the general public. Depending on the type of artist you promote, there will be specific media you can target. For example, a literary arts promoter should know the editor of "The New York Times" so that the promoter can request a review of a new book, as this newspaper publishes one of the most popular bestseller lists.

Sell you services to artists and keep looking for new talent. Explain to the artist that your knowledge and connections with event venues, media and other artists will increase their profile within the industry. Seek out artists at arts, promotional and networking events; conferences; workshops and seminars.

Socialize with collectors, and participate in events they enjoy. These include gallery openings, book signings, auctions and music concerts. These collectors will be your prospective buyers. Show them that you can talk to them by using the vocabulary specific to their industry.

Facilitate the purchase of pieces of art, or plan events such as music concerts. If planning an event is outside of your skill set, find a good event planner who can take care of it while you focus on networking, promotions and acting as a liaison between the artist and the media, as well as buyers.


Marie-Pier Rochon has been writing since 2005. She has served as a writer at PlaceForPoeple and a newsletter writer for the Creative Sydney festival. Previously, Rochon also worked as a communications adviser for various Canadian federal agencies. She earned a Bachelor of Arts with honors in organizational communications from the University of Ottawa.

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