Music entrepreneurs Flashcards
(17 cards)
The roles of music event entrepreneurs
Planning and organisation
Financial management
Marketing and promotion
Artist and supplier management
Logistics and operations
Planning and organisation
Entrepreneurs are responsible for turning an idea into a real event
This means choosing dates, locations, target audiences, and schedules
They must also plan for things like toilets, parking, security, food stalls, and ticket sales
Example: Emily Eavis and her team carefully plan Glastonbury Festival each year, often booking artists and suppliers years in advance
Financial management
They need to budget for all costs (e.g., staging, staff, artist fees, security) and find ways to earn money (e.g., ticket sales, sponsorship)
They may also apply for funding or investment
Example: Smaller festivals often rely on early ticket sales (“early bird” offers) to raise money for upfront costs
Marketing and promotion
The entrepreneur must promote the event to attract ticket buyers and build excitement
This could involve social media, local advertising, radio, posters, and partnerships with influencers or radio stations
Example: Wireless Festival uses Instagram, TikTok and YouTube ads to reach younger audiences
Artist and supplier management
Entrepreneurs negotiate contracts with performers, stage crews, lighting providers, security companies and caterers
They must also keep artists happy so they want to return or give good reviews
Example: Melvin Benn, organiser of Reading and Leeds Festivals, works with dozens of artists and crews at once and must make sure everything runs smoothly
Logistics and operations
This includes managing access to the site, setting up equipment, health and safety and getting the right permissions or licences from local councils
Entrepreneurs must make sure everything works behind the scenes so the audience has a good time
Qualities of successful event entrepreneurs
Innovation
Risk-taking
Leadership
Adaptability
Network-building
Innovation
Bringing fresh ideas to stand out from other events (e.g. new themes, stage designs, eco-friendly features)
Example: Glastonbury’s Arcadia Spider stage is a 50-tonne fire-breathing structure made from recycled materials that hosts electronic music acts. It allows for aerial performances, light shows, and pyrotechnics, thus offering a unique 360-degree sensory experience
Risk-taking
Starting a music event is financially risky - ticket sales might be low, the weather might be bad or costs might go up unexpectedly
Entrepreneurs take these risks to chase big rewards
Example: In 2023, Glastonbury’s organisers took a risk by booking Elton John for his final UK show, unsure how a classic act would appeal to younger audiences, but it proved hugely successful.
Leadership
They must inspire and lead a large team, from volunteers to professional contractors
Good leadership helps everyone stay calm and motivated, especially when problems arise
Example: Emily Eavis showed strong leadership during the COVID-19 pandemic by making the difficult decision to cancel Glastonbury Festival in both 2020 and 2021, prioritising public safety and financial stability
Adaptability
Things often go wrong at events, like artist cancellations, bad weather or technical problems. Entrepreneurs must react quickly.
Things often go wrong at events, like artist cancellations, bad weather or technical problems. Entrepreneurs must react quickly.
Example: In 2021, Glastonbury organisers responded to the pandemic by creating a live-streamed virtual festival, “Live at Worthy Farm,” allowing fans to enjoy performances remotely
Network-building
A good entrepreneur builds strong relationships with artists, suppliers, sponsors and fans
These networks help secure better deals and grow the event year by year
Example: Glastonbury’s organisers have built strong long-term partnerships with charities like Oxfam, Greenpeace and WaterAid
Challenges faced by music event entrepreneurs
Securing funding
Booking artists
Effective marketing
Contingency planning
Securing funding
Events often cost thousands (or even millions) of dollars to run. It can be hard to get enough investment or bank loans—especially for new events
Sponsorship is key, but hard to get without a proven track record
Example: Boomtown Festival announced financial restructuring in 2023 after higher production costs threatened their future
Booking artists
Popular performers are expensive and booked months in advance. Smaller festivals struggle to attract big names
If the line-up is weak, ticket sales may fall
Example: Latitude Festival has relied more on UK-based talent due to the rising cost of booking international artists
Effective marketing
With so many events and festivals in the UK, it’s hard to stand out
Marketing must be creative and reach the right audience—especially on digital platforms
Example: Strawberries & Cream Festival grew quickly through Instagram promotions and student brand ambassadors
Contingency planning
Entrepreneurs must have backup plans for bad weather, illnesses, tech failures, or even major emergencies (like a power cut or crowd control issue)
Having insurance and flexible contracts helps reduce risk
Example: Boardmasters Festival was cancelled in 2019 due to severe weather forecasts, highlighting the need for strong refund and insurance policies
