Also called: Concert Hall Promoter
A concert hall marketing director is broadly responsible for promoting their space and the events held there, with the ultimate goals of selling more tickets and raising the venue’s profile.
What Does a Concert Hall Marketing Director Do?
A marketing director at a concert hall isn’t exactly a publicist, a copywriter, or a social media manager, although the job encompasses aspects of all of these roles. Above all, marketing directors are strategists, responsible for developing and implementing effective methods (both broad and specific) of drawing attention to the venue and its schedule of events. The best marketing directors are well-versed in, and excited by, the arts, and they use this background to design effective new marketing campaigns.
Promoters need to be as disciplined as they are passionate, able to negotiate intelligently, keep tight control over expenses, and pay careful attention to the myriad details involved in producing a live music event.
Depending on the size and budget of the concert hall in question, marketing directors may supervise a sizable staff or do much of the legwork themselves. Speaking of legwork, there’s a lot of it in marketing: preparing and placing ads in the media; composing news releases; sending email blasts; designing posters and flyers; updating the venue’s website and social media accounts; writing and editing newsletters, brochures, and program notes; scheduling interviews for incoming performers with local media; and producing subscription campaigns.
Marketing directors may also cooperate with the development department, or initiate marketing collaborations with other organizations—a symphony orchestra that has a performance scheduled in the concert hall, for instance, or a local restaurant with which they’re partnering for a special event.
Work Life Balance
Although marketing directors generally work during normal business hours, there’s no such thing as a typical day for a marketer; each is spent juggling a dozen things that had to be done yesterday, responding nimbly to last-minute changes and unanticipated delays, and beginning to brainstorm about whatever comes next. Attendance at the concert hall’s evening and weekend events is usually expected, while attendance of evening events at other, similar organizations provides an opportunity for networking.
Aspiring concert hall marketing directors should seek out marketing and development opportunities at concert halls, theaters, clubs, and other performance-oriented spaces. One should keep in mind that many museums and universities have their own performance and event spaces, all of which need skilled marketers.
- Spreadsheets and analytics
- Social media
- Graphic design
- Written and verbal communication
The ideal marketing director is creative, organized, flexible, and—most importantly—passionate. While one can certainly fake enthusiasm, it’s more sustainable—both for the marketer and the marketing—to employ genuine enthusiasm in one’s approach to marketing. Additionally, because the world of live performance can be tricky and unpredictable, it is critical that the marketing director can stay cool under pressure and solve problems on a dime.