Hello,
Every show has moving parts – people doing completely different jobs, often in completely different rooms. It’s easy to forget they’re all pulling in the same direction.
The stakeholders – venue manager, promoter, and band – might be focused on different tasks, but they’re all working toward the same goal: a full room and a night that lands well for everyone.
Still, the way we work can make it feel like we’re on separate planets. A venue might be scrambling to fill gaps in the calendar. A promoter is weighing up ad spend against sales that aren’t moving. The band’s deciding whether to post another ticket link or save it for release day.
None of these are wrong – but when we work in isolation, we miss chances to make the whole thing run smoother.
I’ve been on projects where everyone kept their cards close. The show still happened, but some opportunities were missed – efforts doubled up in some places, and there was a sense we could have made more of the momentum.
And I’ve been on projects where everyone talked early and often. The difference?
Data was shared – where sales were coming from, what ads were working.
Timelines lined up – announcements, spends, and posts landed in the right order.
Roles were clear – no stepping on toes, no last-minute scrambles.
It’s not magic. It’s communication.
A few small things that make a big difference:
Venues: send the promoter and artist a quick post-show sales snapshot – include when tickets moved, not just the total.
Promoters: bring the artist into your ad planning so you’re not competing for the same audience in the same week.
Bands: deliver your assets early – the right photo, bio, and link – so you’re not burning your first-week momentum waiting for someone to upload the wrong image.
The people who get this right aren’t always the ones with the biggest budgets – they’re the ones who treat each other like partners instead of separate contractors.
Yours in keeping the wheels turning,
Caitlin xx