Why Promoters Should Be Working Together In Smaller Markets

In this day and age of instant gratification seekers by not just the “Me” Generation, but everyone who has ever laid eyes on a social media post, it is becoming increasingly difficult to work together to achieve a goal. Case in point is dance music events and the “promoters” who run them.

Used to be that in order for an event to be held, contracts would be signed, deposits put down, and artists would be properly (paid) booked to perform at the venues.

Nowadays, with everyone wanting a piece of the proverbial free pie, nightclubs and even bars are allowing anyone to enter their premises, unvetted, with a professional looking kit, claiming to be a promoter.

What has this done to the industry? It has destroyed it.

Now, let’s take a step back for a moment and think this through on a number of angles:

I can understand that if you’re hosting a Trance event and there is a lackluster following for that genre, you aim to gain supporters for the said genre and be the all-mighty promoter who brought back or introduced Trance to your city. I get it.

There is also the chain of thought that if a promoter has spent thousands of dollars on an event, and you happen to book one of your own to compete, you will have the thought process of, “It’s not my problem that they spent all that money. It’s a free market, and I can run my event how I choose because this bar/nightclub is going to let me.”

You have a valid point, and this is what, excuse the pun, makes America great. The problem is that most of the time with newer promoters, they don’t check to see what else is going on that weekend. They’re only concerned with their event and how many people they can draw. But, when you pit yourself against other promoters to build your own brand, wouldn’t it make sense to work together and host larger events where 3 and 4 promoters at a time can showcase their talents all in one space?

Instead of showcasing your brand to 20 of your closest friends so you can receive the pat on the back that you so richly “deserve” at the end of the night, why not work together as promoters to grow the scene for everyone? Isn’t that the whole concept of “family” in this industry? Apparently not. In today’s world, “it’s all about me.” Everyone wants ALL the limelight.

So, how do we change this? Well, there’s no easy answer, is there? There are no rules or laws that say you can only host one event, per genre, per week, is there? There are only 104 days out of the year that have the word “Friday” or “Saturday” in them. It’s going to take a coming together – a mutual understanding that this is a marathon, not a sprint for everyone to achieve success.

I’ve known promoters who have been in this scene for 20 years that are now competing against high school kids wanting to show off to their friends. Is it fair? Well, what’s fair, anymore?

I also understand that the newer brands entering the scene may not have the financial backing to put on the larger events – hence even more reasons to collaborate with each other to meet the common goal.

Another thing we have to remember is this: There are literally only so many club-goers to go around. And, an event that is taking 20 here and 20 there really doesn’t count as a successful event, does it?

Work together. Showcase many genres in one place. Yes, it’s more difficult, but in the end, you’ll reignite the “family” atmosphere and really make your scene a more enjoyable place for everyone.

Erik Lake

All this machinery making modern music can still be open hearted.

We invite your comments in the section below.