Music promotions manager

Music promotions managers publicise recording artists or live music events.

Annual Salary

£12,000 to £60,000

Average UK salary in 2018 was £29,588 (source Office for Statistics)

Working hours


Future employment

There will be 4% more Music promotions manager jobs in 2024.
In your local area

What's it all about?

As a music promoter your day-to-day duties may include:

  • writing press releases to publicise your client's music or tour
  • organising publicity events like media interviews and personal appearances
  • going to publicity events with clients
  • getting airtime on radio and TV shows
  • networking with contacts in the music industry
  • organising tours
  • dealing with designers, printers and marketing staff
  • negotiating contracts
  • listening to new acts and deciding whether to offer them a contract

As a promoter for a live music venue your day-to-day duties may include:

  • choosing and booking suitable acts
  • dealing with agents, caterers and suppliers
  • arranging a full programme of gigs
  • identifying suitable audiences
  • organising marketing and publicity
  • arranging entertainment licences

Your work might also involve dealing with budgets and administration.


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

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

You may need:

  • 2 or more GCSEs at grades 9 to 3 (A* to D) for a level 2 course
  • 4 or 5 GCSEs at grades 9 to 4 (A* to C) for a level 3 course

You could take a course to develop practical experience and contacts. Relevant subjects include:

  • business studies
  • marketing
  • music business

You may find it helpful to have experience in a related area like sales and marketing, public relations, event organisation or advertising. Knowledge of accounts and contract law can be useful.


You could start by doing an intermediate or advanced apprenticeship in live events promotion. You could also do a digital marketer advanced apprenticeship.

You'll usually need:

  • some GCSEs, usually including English and maths, for an intermediate apprenticeship
  • 5 GCSEs at grades 9 to 4 (A* to C), including English and maths, for an advanced apprenticeship

Other Routes

Practical experience is highly valued. You could get this by:

  • finding work placements with record companies or music public relations agencies
  • organising and promoting local gigs or festivals
  • writing gig reviews for local or student press, websites and social media
  • volunteering 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.

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

£12,000 to £60,000

Starter salary: £13,500 to £16,000

Experienced salary: £25,000

You’ll usually work freelance or on short contracts, so your income will vary. You may agree a fixed payment or take a take a percentage of the profit made from the event.

These figures are a guide.


Your working hours will vary. 

You’ll have an office base for dealing with administration and promotional events during the day. You’ll also spend a lot of your time going to music venues and promotional events at night. This can involve travelling around the UK or overseas, and spending periods away from home.

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.

You can get more advice about working as a music promoter and promoting yourself through Creative Choices and the Musicians' Union.

Skills required and how your skills match up

What skills are required?

You’ll need:

  • knowledge of media production and communication
  • excellent verbal communication skills
  • the ability to use your initiative
  • the ability to sell products and services
  • business management skills
  • 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
  • to be able to carry out basic tasks on a computer or hand-held device
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