Music Promotions Manager

Job Description:

Music promotions managers publicise recording artists or live music events.

Job Category:
Tourism, Hospitality & Entertainment

What you will do:

As a music promoter you could:

  • write press releases to publicise your client’s music or tour
  • organise publicity events like media interviews and personal appearances
  • organise tours
  • negotiate contracts
  • listen to new acts and decide whether to offer them a contract

As a promoter for a live music venue you may:

  • choose and book suitable acts
  • deal with agents, caterers and suppliers
  • arrange a full programme of gigs
  • organise marketing and publicity
  • arrange entertainment licences


You’ll need:

  • knowledge of media production and communication
  • business management skills
  • to be able to use a computer and the main software packages competently

As well as:

  • excellent verbal communication skills
  • the ability to use your initiative (drive)
  • the ability to sell products and services
  • the ability to organise your time and workload
  • to be thorough and pay attention to detail
  • patience and the ability to remain calm in stressful situations
Illustration of employee looking at workspace

Entry Requirements:

To become a Music Promotions Manager, you’ll need a combination of formal education, relevant work experience, and networking skills. Specific qualifications may not be as critical as your ability to understand the music industry and promote artists effectively. However, here’s a list of subjects and other steps that can help you prepare for this career:

  1. English: Strong written and verbal communication skills are essential for promoting music and artists effectively.
  2. Mathematics: Basic math skills are important for managing budgets and financial aspects of promotions.
  3. Business Studies: This subject can provide valuable insights into marketing, management, and business principles.
  4. Media Studies: Media studies can help you understand the role of media in music promotions and gain knowledge about advertising and public relations.

Post School

You can get into this job through:

  • a university course
  • a college course
  • an apprenticeship
  • volunteering
  • applying directly

Though not essential, you could do a course at university that would give you some of the skills and knowledge needed for this role. Relevant courses include:

  • music business
  • music industries and management
  • business management
  • marketing

You may find it useful to do a course to get an insight into the promotions industry. Courses include:

  • Certificate in Music Business Marketing and Promotion (Level 2 in the UK)
  • Certificate in Digital Promotion for Business (Level 2 in the UK)
  • Diploma in Live Events and Promotion (Level 3 in the UK)

You could start by doing an events assistant advanced apprenticeship or a digital marketer advanced apprenticeship. With experience you may be able to get into junior or assistant music promotions manager jobs.

Practical experience is highly valued. To get this you could:

  • find work placements with record companies or music public relations agencies
  • organise and promote local gigs or festivals
  • write gig reviews for local or student press, websites and social media
  • volunteer with student or community radio

These activities will also allow you to build up a network of contacts, which will help when you look for paid work.

Direct Application
When applying for jobs or setting up on your own, you’ll have an advantage if you can bring experience from related areas like sales and marketing, public relations or event organising.

Career tips
A knowledge of basic accounts and contract law could be useful.

Working Hours and Environment:

You could work in an office, at a recording studio or at a music venue.

Your working environment may be noisy and you’ll travel often.

Career Path & Progression:

With experience, you could move to a larger company or you could specialise in an area like legal advice.

You could work freelance, start up your own promotions company or become an artists’ agent or manager.