After seven years of producing Aboriginal Music Week, we continue learning about event production and testing marketing strategies. While we are not experts, we want to share our insights, practices, and lessons learned in the hopes that other event organizers can avoid some of the challenges we have encountered.
Below is an example of a critical path/work plan for a fictitious concert featuring four acts, ticketed at $15, and scheduled for February 19, 2016. While concerts can be organized with less planning, professionalizing Aboriginal music presentation will contribute to the growth of First Nation, Métis, and Inuit artists.
Underlying Assumptions
Aboriginal Music Manitoba (AMM) serves as the executive producer, handling initial details and contracting on a voluntary basis.
The concert is a standalone event (not part of a series or festival).
Confirming a cash sponsor may take at least three months.
At least two months of marketing are needed.
AMM will provide artist guarantees, accommodations, and backline while assuming all financial risks.
Artists should have access to travel funding or be able to fit the concert into an existing tour.
Artists must have high-quality promotional photos and videos available.
AMM will utilize its existing platforms, including aboriginalmusicweek.ca, social media, and email lists, for promotion.
Critical Path: Concert Planning Timeline
Aug 28, 2015: Identify programming priorities, venue, partners, and marketing ideas.
Sept 1: Develop budget and set fundraising targets.
Sept 2: Identify potential sponsors.
Sept 7: Develop sponsorship strategy and package.
Sept 8: Book venue and confirm all venue costs.
Sept 9: Request meetings with sponsors and distribute sponsorship packages.
Sept 14: Develop the marketing plan.
Sept 15: Identify headliner and opening acts.
Sept 16: Send offers to primary artists (expiration: Sept 29).
Sept 30: Send offers to alternates (expiration: Oct 12).
Oct 1: Send contracts to confirmed artists.
Oct 5: Follow up with sponsors.
Oct 14: Request promotional materials from artists.
Provide expiration dates on offers to manage timelines.
Give at least three months to secure sponsorships.
Media coverage is uncertain, so leverage your website, social media, and email lists.
Marketing should start at least two months before the event.
Postering is competitive; multiple distribution runs may be necessary.
Develop a production schedule with all key details, including contacts, sound check times, and performance schedules.
Confirm details via phone after sending emails to artists and staff.
Share Your Experience
We welcome feedback and additional insights! If you have experience in concert planning, please share your thoughts so we can improve and fine-tune our models.
Jessa Sky is a Cree singer-songwriter from Treaty 6 Territory, known for emotionally honest songwriting, a commanding live presence, and music rooted in...
