Strengthen the artist’s live music business through public relations, radio, digital media, local promotion, and strategic audience development.

Outcome. Promote a show so the room fills, using the channels that actually move people in that market.

Promotion is local. National press does not sell tickets in one city; the alternative weekly, the college station and the scene account in that city do.

Work the press angle that is true. A placement, a new release, a hometown return, a benefit tied to a cause you actually support. A show with no story is an advertisement, and advertisements are the most expensive way to sell tickets.

Digital promotion is targeted at the market rather than at everyone. Money spent reaching your whole following to sell tickets in one city is mostly wasted, and the same budget aimed at that city works far harder.

The venue is a promotion partner and should be treated as one. Its newsletter, its socials and its regulars are usually a larger local reach than yours, and asking early costs nothing.

What you will produce

A promotion plan per show with the local press, radio and digital targets named, the story you are leading with, and the dates each goes out.