The promoter carries the downside. They book the venue, pay the fee, buy the advertising and keep whatever is left after the show.
What the promoter pays for
- The artist's fee, usually half up front as a deposit
- Venue hire, or a share of the bar
- Sound, light and crew if the venue does not include them
- Marketing, ticketing fees and posters
- Hospitality, catering and hotels
Where the risk sits
If 200 people turn up to a 700 capacity room, the promoter still owes the fee in full. That is what a Guarantee means. On a Door deal the risk is shared instead.
Types of promoter
A national promoter tours an artist across a country. A local promoter runs one venue or one city and buys from the agent directly. Festivals sit between the two: they book a whole line-up months ahead and sell tickets on the bill rather than on a single name.