What is a Good Promoter? by Annette Warner

As a small-time, but experienced, promoter and event planner, I have to be fair in my judgment that there are so many promoters that give us decent, hardworking promoters and support networks for musicians, a rotten name. I truly don't blame musicians for having the habit of mistrusting before trusting. I have found over the years, that I have had to work harder than a dishonest person, at being honest. In order to be worthy of the trust from those I work with. After 12 years of nurturing an honest, forward, and no-nonsense approach to my dealing with musicians, events, stage management and the operating teams of festivals or venues with which I work...I've decided that it either is or it isn't a reputable event. Period.

It's time to talk about the relationship between musicians and promoters, since there seems to be many promoters across the vast regions, that just don't respect the people they work with, or around, and so many musicians that are at a loss as to how to go about choosing one of good business ethics, save sense. I figure some of this information, including one of my hard learned lessons, may be helpful.

A good promoter is honest and forward regarding all details of an event they are promoting. Sales language is great as long as it's the truth. Don't lie to those you are working with about anything. What's the point? Never promise things you cannot deliver, and be honest in a tactful, straight-forward way. And don't beat around the bush afraid to hurt someone's feelings. The entire music world is full of sensitive ego's. If you let those ego's direct your communication path, then you need another line of work.

A good promoter has people skills. You don't have to be abrasive or nasty to be honest. But you don't have to take guff from disrespectful acts either. You just simply don't have to work with people you can't get along with. And many of these people will be your worst nightmare...especially if they get upset that you won't work with them. With many people..it doesn't matter how you say something. If it's not what they want to hear...you are the proverbial shot messenger. So err on the side of good judgment and be blunt, and honest, but with respect.

A good promoter will not talk about their clients or past clients in a negative way to anyone. There is no return gift with this. It will surely backfire. If you become one of those people that act bashes for the sake of being mean or to look important to your colleagues, you won't be in the business long. It catches up with you. And your pickings for great artists will dramatically start decreasing as word spreads. And believe me, word spreads. You can screw someone over in New York at 12 noon, and in 30 minutes someone in California has heard about it and is scattering your dreadful self all across the internet. THAT quick.

A good promoter will hold their acts to their responsibility. There are many bad apples in the entertainment industry on the musicians side as well. Keep your list current of those names. Keep in mind, many bands change names as often as we drink water. Many do so because their previous band name has a rotten reputation, can't get return dates, or even on their behalf, they got rid of some bad apples and don't want the hardworking members to perish. Just stay alert.

A good promoter knows, prepares for and responds to the fact that their audience, venue and acts must be a cohesive mix. There are a few festivals, that have garnered a truly bad name because of the way the organizers actually fail to organize, pay, or even promote properly. I'll never forget my big lesson in properly promoting and making sure a venue is a proper match.....

About 10 years ago, a venue locally was making a change, or so they said, whereas they wanted to include a variety of music instead of the Latin based line-up. Well, I handled the contract for one weekend, Friday and Saturday night 1500.00 guarantee, of which the venue paid 10% above that as my fee - the act was to make 1500.00. I brought in an out-of-state band that was a truly funky, fun and danceable chick-fronted act from Atlanta - an American, singing act, and paired the band with a local opener that had a good following. Not truly understanding that regardless of the press I intended to work, this venue still had a Latin following. I sent out invitations to all the venue owners for future gig possibilities for these acts, Sent out big press, posted posters...yada yada. Oh yeah, big buzz. The place filled up with a few venue owners, and Latino's that paid a 10.00 cover to get in, and as soon as this act started - they all left mad - except for some venue bookers. Now, even though I never stated in press this was a Latino act and the owner was aware that it wasn't - he wanted something different remember? (And boy did I deliver!) - I learned you just can't change a venue overnight. Neither of us expected the response from his crowd. And because of the venues usual - the crowd assumed it would be a Latin band or DJ - and as a promoter, lesson learned, I should have been able to predict this. The owner was furious of course when he saw his lights going out for the weekend. But because I handled my business properly paperwork-wise, he was under contract to pay regardless - and instead of playing the next night he required we just be there the entire night in order to get paid. So, we sat outside the rest of the first night (yeah, he told us to stop) and the entire second night. All because I had worked my ass off - and made sure my paperwork ducks were in a row. I gave up my fee from the venue, because I felt horrible - but the band got paid. Good promoter huh? Well, no. There is a difference between being an ethical promoter, and a good one. I was ethical...but I sucked at that gig. Lesson learned, now I am completely anal about the venue, musician mix.

And in all these years, I rest easy knowing that I have never purposely mistreated anyone, lied to anyone or been unfair when avoidable. Preconceived notions of mistrust from screwed, time and time again, musicians...leaves me working double time to be good at what I do, but as promoters - if we really care about what we're doing - it's worth it. Enjoy your work, and learn your lessons - holding your head up.