The Live Music Business: Management and Production of Concerts and Festivals, Third Edition, shines a light on the enigmatic live music business, offering a wealth of inside advice and trade secrets to artists and bands looking to make a living in the industry. Previously published as The Tour Book, this new edition has been extensively revised, reorganized, and updated to reflect today’s music industry.
Reviews of ‘The Live Music Business’:
“Part business book, part career development plan, The Live Music Business is full of practical advice and information.”―Adam Moujahid, Artist Manager, 285 Group (Maribou State, George FitzGerald)
“I encourage anyone interested in getting into the live music business to read this book.”―Geoff Meall, Booking Agent, Paradigm Agency (Muse, My Chemical Romance, Sum 41, Super Furry Animals)
“The Live Music Business is a MUST READ for anyone wanting to enter the live industry. Andy Reynolds is one of very few qualified to give such an experienced and insightful description of such a complex industry.”―Ben Bushell, Course Leader, London College of Music
“There are few people who have combined industry experience with academic process. Andy is one of them. Any information he presents in a book should be taken seriously by students studying the live music business.”―Steve Melhuish, CEO, Music Business School
“Andy has years of experience of both working in the live music business and teaching. He has laid out his vast knowledge in a clear, concise way. Any student studying the wider music business should buy and read this book.”―Jamie Johnston, Label Owner, Physical Education Recordings
“The Live Music Business is an insightful new guide that simplifies and demystifies the business of concerts and music festivals. Read this book!”
―Danny Hagan, Senior Lecturer and Head of Subject: Music Technology, Music Management and Popular Music Performance, University of West London
Why I Wrote This Book
I’ve spent over 25 years working as a concert tour manager and audio engineer, working for artists like Maribou State, Skunk Anansie, Squarepusher, Maverick Sabre, and The All-American Rejects. Over the years, I’ve seen how live music has evolved from a promotional tool for selling records into a critical revenue stream for artists. Yet, I noticed there wasn’t enough practical guidance available for musicians or students on how to navigate this industry. That’s why I wrote this book—to demystify the live music business and provide actionable advice for artists who want to build sustainable careers performing live. The book is divided into two main parts:
- Live Music Management: This section focuses on the roles of key players like booking agents, promoters, and managers, exploring how they organize concerts and tours.
- Live Music Production: Here, I dive into the technical and logistical aspects of turning deals into actual performances.
The following is a guide to the chapters in ‘The Live Music Business‘.
Chapter 1: The Artists
In this chapter, I delve into the pivotal role artists play in the live music business. Artists are the driving force behind the industry, creating the music that fuels ticket sales and generates revenue across various platforms. Live performance is not only a significant income stream but also a crucial indicator of an artist’s connection with their audience. Unlike digital metrics such as streams or social media followers, the ability to sell concert tickets demonstrates genuine fan engagement. This chapter explores how live performances have evolved from being mere promotional tools to becoming major revenue streams, highlighting the importance of maintaining low costs to maximize profitability. Additionally, I discuss how different genres impact an artist’s live performance strategy and the accelerated timeline of success that live performances can enable.
Chapter 2: Artist Management
Here, I outline the critical role of artist managers in shaping an artist’s live performance career. Managers are tasked with connecting artists to income opportunities, taking a commission on earnings. With recorded music revenues declining due to streaming, live performances have become a primary income source. This chapter discusses how managers must strategize live engagements carefully, considering factors like genre, fan base, and previous performance history to avoid overexposure and ensure sustainable growth. The chapter also highlights the importance of a structured business approach to live performances and potential revenue opportunities for managers.
Chapter 3: Booking Agents
This chapter focuses on booking agents, who are essential in securing performance opportunities for artists. Agents work tirelessly to place artists in suitable venues and festivals, negotiating deals that align with the artist’s career stage and goals. I explore the intricacies of their role, including how they identify potential gigs and manage relationships with promoters and venues. The chapter also covers how agents contribute to an artist’s development by arranging support slots with established acts and ensuring strategic festival appearances.
Chapter 4: Concert Promoters
The concert promoter’s remit is simple: ‘put bums on seats’. This chapter examines their role in detail, from negotiating contracts with artists and agents to managing event logistics and marketing. Promoters are responsible for ensuring that concerts run smoothly and attract sufficient audiences to be profitable. I discuss the challenges they face in balancing costs with ticket sales and how they collaborate with other industry players to create successful events.
Chapter 5: Creating the Deals
In this chapter, I delve into the art of deal-making within the live music industry. Creating deals involves negotiating terms that satisfy all parties involved—artists, managers, agents, and promoters. I provide insights into how these deals are structured, what factors influence negotiations, and how successful deals can enhance an artist’s career trajectory. The chapter also highlights common pitfalls in deal-making and strategies for overcoming them.
Chapter 6: The Contract
This chapter explores the essential elements of concert contracts, including performance fees, rider requirements, cancellation policies, and more. I emphasize the importance of understanding contract terms to protect both artists’ interests and those of other stakeholders involved in a performance.
Chapter 7: The Contract Rider
The contract rider ‘rides’ with the contract is and specifies requirements for an artist’s performance. In this chapter, I explain how riders can affect an artist’s earnings from a concert by detailing technical needs, hospitality arrangements, and other logistical aspects. Understanding how to craft a comprehensive rider ensures that artists receive what they need for a successful performance while maintaining professional relationships with promoters.
Chapter 8: Revenue Streams from Live Music – Artists
This chapter focuses on how artists can maximize their revenue from live performances. I explore various income streams available to artists beyond ticket sales, such as merchandise sales, sponsorships, and licensing opportunities. Strategies for optimizing these revenue streams are discussed to help artists build sustainable careers through live music.
Chapter 9: Revenue Streams from Live Music – Promoters and Organisers
Promoters and organisers see financial gains from concerts and festivals. In this chapter, I examine their revenue streams, as well as ticket sales, such as sponsorship deals, concessions, and more. A grasp of financial dynamics allows promoters to make well-informed decisions about their event planning, ensuring a successful and profitable experience.
Chapter 10: Marketing and Promotion
Effective marketing is essential for attracting audiences to concerts and festivals. This chapter provides insights into marketing strategies that resonate with target audiences, leveraging digital platforms and traditional media channels. I discuss how promoters can create compelling promotional campaigns that drive ticket sales and enhance an artist’s visibility.
Chapter 11: Festivals
I have devoted a chapter to music festivals ( and I could have written more); they represent a unique opportunity for artists to reach broader audiences. This chapter also explores the dynamics of festival performances, including how they differ from regular concerts in terms of logistics and audience engagement. I highlight strategies for securing festival slots and maximizing their impact on an artist’s career.
Chapter 12: Strategy
Developing a strategic approach to live performances is crucial for long-term success. In this chapter, I outline key considerations when crafting a performance strategy—such as timing releases with tours—and how data analytics can inform decision-making processes.
Chapter 13: Planning a Tour
I the first chapter of part two, I start to examine all aspects of tour planning—from selecting venues to coordinating travel logistics—ensuring that tours run smoothly while maximizing profitability. The following chapters drill down into each activity in detail.
Chapter 14: Budget
This chapter delves into the various components that make up a tour budget, including wages for session musicians and crew, transportation, accommodation, and production expenses. I emphasize the importance of meticulous planning to prevent overspending and to ensure that all logistical needs are met without compromising the quality of the performance. By understanding how to allocate resources effectively, artists and their teams can maximize profitability while delivering memorable concerts and festival performances. This chapter provides practical guidance on creating a comprehensive budget that accounts for all potential expenses, helping artists maintain financial stability throughout their touring activities.
Chapter 15: Wages
Wages are the biggest expenditure on any tour. This chapter examines wage structures —from session musicians’ fees through technical crew salaries—to ensure fair compensation practices across all levels involved in producing successful concerts.
Chapter 16: Transport
I look at the second of the budget categories in this chapter. Road, air, and freight (cargo) transport, as well as the need for a carnet in certain situations, are examined in detail.
Chapter 17: Accommodation
Accommodation is the third category in the tour budget; arrangements must be carefully planned during tours as comfortable lodging options contribute significantly towards maintaining morale among touring parties. At the same time, expenses must be manageable throughout extended periods away from home base locations.
Chapter 18: Production
‘Production’ covers sound, lights, video, backline, set and stage. This chapter discuss the issues and challenges in transporting, hiring, and specifying the production elements, especially for concerts where the artist has less control – music festival and ‘fly dates’.
Chapter 19: Other Production Considerations
I address the additional production elements that go beyond the basic technical requirements of sound and lighting. These considerations are crucial for enhancing the overall concert experience and ensuring that a performance is memorable for the audience. This chapter explores a variety of factors, including stage design, special effects, and the integration of video and multimedia components. I discuss how these elements can be tailored to fit the artist’s brand and musical style, creating a cohesive and engaging show. The chapter also covers logistical aspects such as coordinating with venue staff and managing on-site challenges that may arise during a performance. By understanding and planning for these additional production considerations, artists and their teams can elevate their live shows, providing fans with an unforgettable experience that strengthens their connection to the music.
Final Thoughts
The Live Music Business is designed to be your go-to guide. Whether you’re an aspiring musician or a student studying music business management, this book will help you understand the roles of key players, navigate industry conventions, and build a sustainable career through live performance.
I hope this book equips you with the tools you need to succeed in one of the most exciting industries out there!
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