I think promoters and agencies in India are currently performing roles that are usually handled by 3-4 specialised companies abroad - press, booking agent and management. I know Dev (UnMute), and Vijay (OML) have spoken about this. With regards to an ideal promoter, the thing I'd really like is for someone who understands the artist they're booking and the audience they'll get. With hip-hop, a lot of people book the acts and then can't understand why kids from lower-income communities (who form the main fanbase) are showing up in droves for the show, and they have to make a decision whether to let them in or not and a lot of time that ends up being a problem. So understanding the artist and their audience is critical. Other than that just be professional! - Treat everybody with respect and get shit done properly and promptly. I don't think the market is saturated yet it's just that everybody seems to be playing in the same sonic space - we need more promoters to make this market grow, but we need people with original ideas on how to incorporate and introduce a new audience to our scene. - Uday Kapur (Co-Founder of Azadi Records)HOW MUCH MONEY DO MUSIC PROMOTERS MAKE? The pay for promoters varies and depends on several factors, including the deal made with the artist/agent and how popular the artists are with whom they are working. Promoters make their money off of the proceeds generated by a show. They can either have two kinds of deals - pay the artist a set fee, no matter how many people buy tickets or a door split deal. AT THE END... Finding out the right path for you is extremely important. If you want to work on Festivals and large-scale events, then it makes sense to join a Promotion Agency. If you like the thrill of working with Indie artists and want to work from the ground up, then working for yourself is the best way to get started.
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