No matter which type of event you’re planning to host, you as the event manager you are responsible for giving the waves of adoring fans a fun and safe experience. Equally so, your booked talent must be catered for, treated with respect and acknowledged for their customer appeal. You need to ask yourself what kind of event you are going to plan, and what you intend to achieve.

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FINDING TALENT AS AN INDIE PROMOTER

Booking the right talent is something that truly starts in the bars and club scene, as an independent promoter. Scout the local musicians by asking around, to the local business owners of who’s playing on a weekend when they expect a large crowd. Be savvy, and follower popular artists and see who their opening act is if you like their art and think you could entice them to play at a concert you’re planning, book them in advance so no one else can.

For artists, the music industry is more competitive than it’s ever been, so you should network with record labels who give aspiring artists their first chance to record a song, listen to their digital mixtapes, and investigate their social media pages or video-sharing accounts.

COMMUNICATION WITH CLIENTS AND CONSUMERS

Entering into the entertainment market is going to have a learning curve because the consumers are all from unique cultures, languages, social customs and attitudes. Understand who your customers are and why they would be interested in an event. Whether you’re organizing a short film festival or a pop concert, you’ve got to find a way to relate to the audience.

Target an aspect of their lives that matter, it could be an event to raise money for cancer, or bring awareness to a natural disaster that’s affected families and businesses. When you have a solid message, you can then book talent and offer projections of the estimated attendance.

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THE EVENT

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You’re in it together, you and your booked talent must collaborate to achieve success, so don’t burden yourself off and have a ‘telephone relationship.’ Musicians are by their nature, expressive, but try not to step on anyone’s toes, by encouraging divisive comments on politics or social issues at the event. It’s great to give them encouragement to be brave when going out on stage, but remember the people who’ve paid to see them, aren’t there to be lectured. As experienced Celebrity Talent Buyer, Mike Pio Roda says, ‘’These issues can be overcome, but needs to be considered, and organized and politicized with local relationships. And most important, the artist must know in advance of what they can and cannot do, leading to an event.’’

THINK LIKE AN ATTENDEE

Mentally place yourself in the mind of a customer, who walks through the event, accesses the products on offer, such as food, posters, books, and merchandise. Where does the customer arrive and how is the seating or audience spacing arrangement? The last thing you need is people getting crushed and squeezed so hard they can’t move or breathe.

Equally, think of the logistics, such as the toilet, refreshments, emergency services, security and event officers who are points of information for the customers. This thought process should allow you to consider accessibility and to improve the general experience for people coming to your event. Honestly, you cannot overthink the planning of an event.