“Good practice” guide launched for new and independent music promoters

A new “good practice” guide for independent and early-career music promoters has been launched by the Association for Electronic Music (AFEM).

The guide is described by AFEM as a "practical, completely voluntary resource" designed to support promoters in the first stages of their careers, rather than a "regulatory framework".

The Promoter Good Practice Guide is available now for free online, and includes 12 chapters giving insight into everything from ticketing and marketing to event insurance.

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"We’ve developed this framework shaped by the collective insight of our global membership, comprising managers, agents, ticketing providers, marketers, insurers, artists and, most importantly, established promoters," AFEM explains.

The guide includes details on ethical booking practices, accessibility, audience safety, transparent communication, post-show protocols, and advice on where to find funding.

It also gives tips on negotiating, timelines on when to begin marketing an event, booking fees, weather and emergency alerts, sustainability and much more.

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The Promoter Good Practice Guide comes together with the help of industry experts and organisations including A Greener Future, Association for Independent Promoters, LIVE UK, AVA Festival, AMAAD and more.

"This guide outlines professional standards that strive to foster trust, sustainability, and fairness for all involved," AFEM explains.

"It has been built by some of the most recognised organisations responsible for building artist and promoter careers from grassroots club venues to arenas and festivals."

Find the full Promoter Good Practice Guide here.

Gemma Ross is Mixmag’s Associate Digital Editor