How to communicate with promoters as a booking agent

As a booking agent, your primary task is to communicate with promoters and to fill their events with your artists. It may seem like a daunting task at first if you’re just getting started as a booking agent, but don’t worry, we’re here to help. This is our guide to communicating with promoters as a booking agent!

First off, responsiveness is critical. Promoters are trusting you with their money, and that means that you need to be in touch with them at any time of the day. It can get very complicated when time zones are involved, so if you want to be a good booking agent, you’ll need to turn off the 9-5 switch and know that this is a job that can call you at any time.

Being accessible 24/7 definitely has its downsides, so as a side note, make sure you take time off when you can. Mental health is important too, and being a booking agent can drive you insane if you’re not careful.

OK, so I need to get back to the promoter as soon as they contact me. What next?

Being a booking agent requires a lot of level headedness. In this job, you are the person selling the service, and in this industry, the buyers can be very challenging. Keeping your cool when things are going wrong is essential, because you’ll certainly have to explain some uncomfortable things to promoters if you want to work as an agent. Visa got denied? Artist cancels for other reasons? You’ll be the one answering the questions, so it’s your job to come up with solutions and not to make the situation worse by bickering.

When you’re dealing with a promoter, you should always be very clear with what you say. Being unclear or vague with your clients can lead to misunderstandings which can be expensive and cost you your reputation down the line. Always make sure that all the information you intended to convey was communicated and understood.

Now, what about the promoter? You should always make sure that you understand their demands clearly and no stones are left unturned. You’ll be surprised at the shortness and vagueness of the emails that some people write in this industry. If something is unclear or you feel like there’s a piece of information missing, make sure to clear it up and before making any decisions based on it.

As an agent, you should always respect the promoter, even if there is a misunderstanding and things get tense. Be aware that your reputation is always on the line, so treat everybody with respect. It will make your life a lot easier - the music world can be very small.

These are things you will also figure out yourself when you get out there and do bookings, but it’s good to keep these things in mind so that you can progress further and further as an agent. It’s a hard job, but also one of the most rewarding ones in the whole music industry. We hope our guide to communicating with promoters helps you on your path, and we wish you the best of luck!

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