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Welsh Music Foundation – Live Music, Promotion and Venue Management Course

9th July 2012 @ 10:00 am - 10th July 2012 @ 4:00 pm

Venue: St. David’s Hall

“I thought the MusicTank course was cracking, took more notes than any lecture in three years at Uni… I’m already better equipped to go at the promotions side of things and pegged back my naivety/over-keenness in getting things kicked off straight away…I’m going to make sure we use some of the marketing techniques you mentioned regardless, as practical measure for improved gig planning in the future.” Dan Carson – Co-editor, The Abacus Post (20.02.12)

MusicTank is taking its popular Live Music Industry course to Wales, courtesy of the Welsh Music Foundation.  Tutored by Andy Inglis, respected co-creator and manager of London venue The Luminaire, this course is designed as a much-needed best-practice roadmap for live music promotion and venue management. This two-day programme draws on Inglis’ two decades of experience, sharing lessons learned and highlighting the pitfalls plaguing promoters and venue operators UK wide. The course will update on an extensive range of topics concerning venue owners, promoters, artists and programmers including promotion, ticketing, legislative issues as well as the future concerns facing the UK’s live music industry. What will be covered?

  • The Lie Of The Land: Sector Overview From 150 capacity rooms like The Windmill in Brixton, to 20,000 all-seated arenas, we’ll examine both the common issues (marketing and promotion, how to turn a profit, customer service) and the unique issues they face (how to keep the regular bar punters happy while there’s a Japanese noise core band playing in the corner, in the case of The Windmill).  Consideration will be given to the changing nature of the audience in a world in which attention spans are shortening, where technology and an explosion in media makes ‘never leaving the house’ an attractive proposition, and how venues can adapt to cope and survive in the teeth of arguably the worst economic crisis in history.
  • Selling The Gig: Marketing & Promotion From promoting the barely-breaking-even backroom gig, right up to sold out arena shows, we’ll consider the full gamut of marketing methods available.  From traditional press ads, flyers, posters and street teams to the constantly evolving digital methods and platforms: e-lists, Facebook, Twitter and whatever else has appeared in the past five minutes, we’ll establish what works, what doesn’t and what’s best value for money.  What tricks can be learned from the likes of Live Nation and Kilimanjaro and what do the cream of indie gig promoters keep up their sleeve?
  • Selling The Gig: Ticketing From Ticketmaster and WeGotTickets to the new direct-to-fan companies snapping at their heels, we’ll look at booking and administration fees, kickbacks, paperless tickets, entry systems, fraud and what new technology has in store for the future of ticketing.  For those with sell out gigs on their hands we’ll also consider the new front opened by a contentious secondary ticketing market jostling for a slice of a particular huge and tasty pie.
  • Compliance  Venue owners and promoters face a slew of legislation top-down; from the proposed changes to the Licensing Act (seldom out of the news) to a burgeoning raft of health and safety legislation, noise abatement issues, security and temporary event notices.  How does this affect the day-to-day of the live sector, who exactly is responsible for what and how is this legislation best managed?
  • Learning By Example – UK & Overseas Case Studies The Luminaire…from award-winning venue to shut-down in under six years.  A thorough examination of why it was opened, how it tried to be different, how it was received by the audience, artists and industry, what went right, what went wrong and what its legacy was – if indeed it left one – from one of the people who built and managed it.  For an international perspective, we’ll look at other markets covering mainland Europe, how things differ to the UK, particularly where state funding is concerned. We’ll also take a look at that super-rich anomaly of Norway – the world’s third largest oil exporter, pumping tens of millions of pounds into culture a year.

Who Should Attend? The course is intended to encourage and inspire a new wave of live industry entrepreneur AND those at the coalface looking to enhance and further grow their businesses.  Core participants: tour managers, promoters, booking agents, marketers, DIY artists, small-to-medium sized venue owners and operators. Places are free but limited, and pre-booking is essential. For more information and to register your interest in attending, please email The Welsh Music Foundation:  hello@welshmusicfoundation.com with your details.  Free for those involved in the music industry who are based in Wales, but places are very limited and allocated to those who may benefit most. This is a two-day course, attendees need to be available on July 9th and 10th.

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