In this article we are going to see how to control all the factors that affect the influx of public to your music event and that depend on the artists you are going to hire. These are, perhaps, the factors that many leading promoters of major economic catastrophes in the music events sector should have considered before venturing into a concert with much love and enthusiasm, but little realism.
At this time there is no better way to invest our time than in training and future event scheduling. But this time without the rush of having an event in a few months and too many tasks to do, with little time to identify what the criticisms are. Now we have to program in the future, with a huge improvement in the quality of our work and the projection of our actions. This simply translates into investing time in training. So if you are here, my congratulations. I sincerely hope that our content is helpful to you.
This article focuses on artist recruitment and is complemented by our other two articles to maximize ticket sales:
- Marketing: 6 main types of advertising to sell more tickets.
- Event production: 5 factors that improve ticket sales.
Some of the artist information that we deal with in this post is not publicly accessible. From Drop.Show we work musical Big Data to reduce the risk of your events. Take a free trial.
1. Followers and listeners
The artist’s total followers and listeners on his social networks and streaming platforms.
In which to look:
- Streaming platforms
1. Spotify: Monthly listeners and followers. Listeners: Number of unique people who have listened to the artist at least 1 time in the last 28 days.
2. YouTube: subscribers and total reproductions of the channel. Also look at the reproductions of his videos that are not on his channel.
3. Deezer and Soundcloud for more underground artists.
4. Tidal and Apple Music: in Spain they still do not have great relevance. Depending on which artist you are going to hire and where your event is, give them more or less importance. - Social networks
Instagram: followers and reactions and comments on each photo.
Twitter: followers and likes and retweets in each state.
Facebook: followers and likes and comments in each publication.
The total figures of the artist’s streaming platforms and social networks will announce your general condition.
2. Digital growth
It is the control of the evolution of the figures of the point “1. Followers and listeners”. The growth or decrease and its relationship with the musical releases will give us a forecast of how the artist will be in a few months. If an artist is growing a lot it is a good opportunity for a promoter or festival.
To the data of the previous social networks and streaming platforms we add Google Trend, which will serve to see the progression of its popularity in Google searches.
The basis for analyzing the growth of a group or artist is to consider that if they are growing they are more likely to follow this trend than one that is more static. This has an influence, since between the moment of contracting and the execution of your event you are interested in the artist having grown as much as possible
If you want to go deeper into this topic, read on: How to analyze the digital presence of musical artists?
3. Followers and listeners of the artist in your city
Points 1 and 2 are quick indicators of the artist’s situation, his recent past and his possible future. However, the number of listeners and followers of the artist in your city is a data directly related to the potential attendance of people at your event.
- Analyze the number of listeners of the artist on Spotify in your city and in neighboring cities. Do it also with Instagram followers.
- Compare the artists with the lowest total listeners and the most listeners in your city to have the artists with the highest proportion of listeners in that city. Also consider the total number of listeners in your city.
- Analyze the artist’s YouTube views in your city.
Read more on this topic at: Where are the listeners and followers of the artists you are going to hire?
4. Behavior and relationship of the fans with the artist
The objective will be to know how faithful the artist’s audience is, since there is a great distance from “follower” to “fan”. For this we must observe the number of users who interact with the artist among all his followers. We can see it on Instagram, Twitter, Youtube and Facebook.
Compare the relationship between Hype and the artist’s Engage, analyzing how many followers you earn on Spotify compared to total listeners. This way you will know from his current fame (Hype) how many people decide to follow it to continue listening to it later (Engage). Try to hire artists with a high Engage to keep the Hype when it is your event.
Read more about this topic in our article: Differences between Hype and Engage
At Drop.Show we have detailed analyzes of each artist’s engage. You can try our service for free at Drop.Show.
5. Openers
The opening act selection is often overlooked, but it is a very important part of the show. With an adequate selection you can greatly increase the quality of your event, surprising your audience with a small but solvent group. In addition, the opening acts bring a huge number of advantages that often have a good increase in tickets, and are a good way to publicize your event in the city.
Learn more about this topic in our article Teloneros for your show or festival.
6. The committee of wise men
It is the value of the opinion of the artist’s fans, but in a strict and direct sense. The committee of wise men is the way to manage and extract value from the opinions of your close ones.
It is based on the minimum representative sample: of all the fans of an artist in a city, a very small sample of them is the amount it takes to have a representative opinion of the whole. Therefore, the opinion of a few dozen people is very valuable.
In this article we explain in depth how to manage your Committee of wise men, what questions to ask, how to value their answers and how to reach more people.
7. The contract: promotional commitments
When you have realized it is too late: your partner has not taken pains in promoting your event.
Whether you are a manager who rents a room, a promoter who hires an artist, or a manager whose client is hired, leave the promotion commitments reflected in the contract. What each one commits to.
This will give security and seriousness to your agreement and avoid very unpleasant problems in the future. Often the promotion is left to the last because there are “fires to put out” in the production of the event. However, there is no worse fire than an empty room and a negative income statement. And when this happens, you all want to look for those responsible.
Leaving this issue tightly by contract will largely ensure the promotional viability of the event, an essential aspect for it to work.
8. Presence in Festivals
It is something very to consider. The presence at festivals of the artist you are going to hire can be a double-edged sword.
- It can be a very good thing, because being at festivals will make it much better known and can mean an increase in ticket sales.
- But it could also be that a lot of your potential audience goes to those festivals and then doesn’t want to go to your event. The same happens when all the festivals hire the same artists with Hype of the moment.
Insures everything related to exclusivity aspects in the contract.
You will have realized the importance that Drop.Show believes that they have contracts. A contract is the root of any event, since the fluidity and viability of this will fluctuate and will have a lot to do with what has been signed in this document.
Keep reading about contracts in our article What clauses should a musical artist contract contain?
9. Date of the artist’s last performance in the city
This is an important fact. Each artist has a different rotation and their audience will be willing to attend your event again after a certain period.
A large majority of intermediate level artists adhere to the rule of visiting each city a maximum of 1 time per year, while newly created bands, without digital music content, can perform even every 3 months. Their goal is to make themselves known as artists. For her part,.
Small bands have approximately one show every 6 months or 12 months to present their new musical works. Medium bands, with stable sales figures, from approximately 300PX to 2,500PX, should not operate more than once a year in each city. For their part, the largest bands, with scales of the Extremoduro or Metallica type, do not usually visit cities more than once every 4 or 5 years. However, the difficulty of hiring these bands is in having the exclusivity and the necessary money.
10. Manager’s opinion
From the promoter’s perspective, let’s not forget the most important thing: you and the manager must form a team. Both of you are interested in selling more and that the event goes well.
Ask their opinion to get a general idea of what the artist’s journey has been. Then he calls the rooms he has visited and confirms their numbers.
Sometimes it is convenient to close a percentage of the cache to variable, which depends on the number of entries that are sold instead of being limited to a fixed one.
11. The artist in the media
An action as simple as searching for your main news on Google will give us a lot of information. In which media does it appear, how big is it, what is the type of audience for these media, in which provinces / communities do these media have a presence?
Read on on this subject in our article dedicated to assessing the artist’s presence in the media.
12. The capacity and ticket sales of the artist on previous dates
It is, in fact, the most important indicator. However, it is also the most difficult information to get. Knowing the capacity of the spaces in which the artists have performed is essential. On the other hand, we all know that Madrid and Barcelona, in the case of Spain, are the cities that sell the most.
Comparing the artist’s listeners and followers in one city and what he has sold can give us an idea of how much the artist can sell in our city if we know how many listeners and followers he has compared to the other city.
It is important to be in communication with promoters from other cities to keep up to date and not miss opportunities.
13. Quality
It’s obvious, but it still deserves a section on this list. That the musical quality of the live artists is good will make the experience of the event unforgettable, putting your company in a position of good judgment and making your clients trust you and repeat in your events or your festival.
Listen to music from an artistic point of view, what it transmits to you and its purity. Research their live shows and judge for yourself.
We hope this article has been useful to you. We would love to hear your opinion.
We recommend reading our article Production: 5 aspects that affect the sale of tickets for your event.
FAQs
In fact, there are many factors that may decrease or increase the number of tickets sold. In this paper we will examine how ticket sales are affected by four major independent factors; the factors are, income per capita, winning percentage, days of precipitation, and the population of the home city.
What factors influence the prices of concert tickets? ›
3 Factors that are Used to Determine Ticket Prices
- Consider your costs. This is an easy one. What is your event costing you to run? ...
- Supply vs. Demand. Supply and demand refers to the demand of the event. ...
- The value of your event. The last factor is value. What are you getting for what you are paying for?
That can leave anything between 50% and 70% of the gross, but there are no hard and fast rules for how that is divided between the act and the promoter. A commonly quoted figure is that the promoter will take 15% of what is left and the act will get 85%.
How are ticket prices determined for concerts? ›
The standard tickets sold on Ticketmaster are owned by our clients (venues, sports teams or other event promoters) who determine the number of tickets to be sold and set the face value price. In the case of resale tickets, listing prices are determined by the seller, which can include fans or season ticket holders.
How do you make big ticket sales? ›
How to Sell Expensive Products
- Understand your buyer persona.
- Use a high-ticket sales script.
- Help them envision what success looks like.
- Figure out your competition.
- Eliminate low-quality competitors.
- Talk price only after you're in the lead.
- Ask about when low-cost choices let them down.
Timing plays an important part. Specifically, plane tickets usually don't get cheaper closer to the departure date. Instead, flights tend to be the most inexpensive when you book between four months and three weeks before your departure date. According to CheapAir.com, you can expect rates to go up after that period.
What factors influence the setting of prices? ›
Here's a breakdown of the most important factors to consider when setting prices for your goods:
- Market research. ...
- Value. ...
- Cost of goods. ...
- Labor. ...
- Distribution. ...
- Economies of scale.
The main determinants that affect the price are:
- Product Cost.
- The Utility and Demand.
- The extent of Competition in the market.
- Government and Legal Regulations.
- Pricing Objectives.
- Marketing Methods used.
The top paying industry for a Ticket Sales in United States is Arts, Entertainment & Recreation with a median total pay of $38,338.
Who is the highest ticket selling artist? ›
In 2023, with 278 reported dates, the Farewell Yellow Brick Road Tour by Elton John became the highest-grossing concert tour of all time, unadjusted for inflation.
...
Highest-grossing tours.
| Actual gross | $853,000,000 |
|---|
| Gross adjusted for inflation (2023 $) | $853,000,000 |
|---|
| Artist | Elton John |
|---|
| Tour name | Farewell Yellow Brick Road |
|---|
19 more columnsHere are the artists who will cost you upwards of $1 million:
- Bon Jovi.
- Bruce Springsteen.
- Dave Matthews.
- James Taylor.
- Justin Bieber.
- Justin Timberlake.
- Madonna.
- Taylor Swift.
Event ticket prices can be determined using cost-based, competitor-based or value-based methods as part of the planning process for any event. Each of these methods has specific pros and cons.
Does Ticketmaster set prices or the artist? ›
Does Ticketmaster set ticket prices? No. Prices are determined by Event Organizers, who keep 100% of face value when a ticket sells.
How much does an artist charge for a show? ›
Approximate per-show rates range from US$1,000 to over US$100,000 for acts like Coldplay, Carly Rae Jepsen and Against Me!, and even locals like Jet, Tame Impala and Lorde. You may have actually seen this list floating around on the Internet.
What two 2 factors most influence transportation costs? ›
Let's look at some of the factors that affect transportation costs.
- Fuel costs. ...
- The labor market for commercial drivers. ...
- Demand for freight. ...
- Customer loyalty. ...
- Vehicle capacity. ...
- Government regulation. ...
- Geopolitical events. ...
- Your reputation as a merchant.
DEFINING FREIGHT RATES
The price depends on the form of the cargo, the mode of transport (truck, ship, train, aircraft), the weight of the cargo, and the distance to the delivery destination.
What are the 4 basic costs of transportation? ›
The cost of transportation stems from the resources it requires—labor, equipment, fuel, and infrastructure.
How do you attract big ticket clients? ›
How to Land High-Ticket Sales Effectively
- Assess if Your Service has What it Takes to Land High-Ticket Clients. ...
- Build a Reputation on Online Groups and Communities. ...
- Build Conversations Not Sales. ...
- Place Strong Filters. ...
- Add Empathy to Your Voice. ...
- Follow Ups. ...
- Train Your Team to Work with High Value Clients.
Reselling tickets to concerts and sporting events
If you're looking to resell tickets for an in-demand concert, festival, or sporting event, Ticketmaster and StubHub should be the first on your list. These marketplaces are super secure and well known, so you'll have the best chance to sell your tickets at a good price.
What is the best way to sell a ticket? ›
StubHub is one of the most popular resale sites. You can list your tickets on the website for free. However, StubHub charges a commission fee slightly higher than other resale options when you do sell a ticket.
Average domestic airfare price by day
- Tuesdays and Wednesdays are the cheapest days to fly domestically.
- Saturday and Monday flights can help you avoid the Sunday rush.
- Wednesdays and Thursdays are the cheapest day to fly internationally.
- Book one to three months in advance.
- Set a price alert.
In general, same-day flights are cheaper than booking in advance, but it isn't always the case. Sometimes, booking a flight six months in advance might seem like a good idea.
Why are tickets cheaper on Tuesdays? ›
Back in those days, managers were manually updating prices and inputting discounts. Just after the new information posted, tickets were cheaper. Since the sale prices were always inputted on Tuesdays, it became well known that airline tickets were cheaper on Tuesday.
What are the three 3 factors affect pricing? ›
Three important factors are whether the buyers perceive the product offers value, how many buyers there are, and how sensitive they are to changes in price. In addition to gathering data on the size of markets, companies must try to determine how price sensitive customers are.
What are the 4 types of pricing methods? ›
What are the 4 major pricing strategies? Value-based, competition-based, cost-plus, and dynamic pricing are all models that are used frequently, depending on the industry and business model in question.
What are 5 factors that could influence the price of a product? ›
Factors affecting product pricing
- Production cost. The cost of production is the biggest factor that directly affects the pricing of any one product. ...
- Financial resources of the enterprise. ...
- Product positioning strategy. ...
- Pricing Strategy. ...
- Economy. ...
- Demand. ...
- Competition. ...
- Target customers' financial welfare.
How to price a product? Here are the steps!
- Step 1: Selecting the pricing objective. ...
- Step 2: Determining demand. ...
- Step 3: Estimating costs – ensuring profits. ...
- Step 4: Analysing Competitors' Costs, Prices, and Offers. ...
- Step 5: Choosing your pricing method. ...
- Step 6: Determining the final price.
Inflation can occur when prices rise due to increases in production costs, such as raw materials and wages. A surge in demand for products and services can cause inflation as consumers are willing to pay more for the product.
What is the most important factor in pricing? ›
Profit. One of the most important questions business owners neglect to ask themselves is, “How much profit do I want to make?” They tend to look at what others charge and then pull a figure out of the air to be competitive without giving consideration to how much profit the want and need.
What is the most tickets sold? ›
By Adjusted Gross
| Rank | Title | Est. Num Tickets |
|---|
| 1 | Gone with the Wind | 202,286,200 |
| 2 | Star Wars: Episode IV - A New Hope | 178,119,500 |
| 3 | The Sound of Music | 142,485,200 |
| 4 | E.T. the Extra-Terrestrial | 141,854,300 |
60 more rowsTop Lifetime Grosses
| Rank | Title | Lifetime Gross |
|---|
| 1 | Avatar | $2,923,706,026 |
| 2 | Avengers: Endgame | $2,799,439,100 |
| 3 | Avatar: The Way of Water | $2,319,923,328 |
| 4 | Titanic | $2,264,743,296 |
117 more rowsHard to Close: Even for the most skilled high-ticket salespeople — those who are able to meet the slower sales cadence and many objections that come with these kinds of deals — pushing through to the close is a challenge in and of itself. High ticket closing requires confidence, finesse, and precise timing.
Who is the #1 artist in the world? ›
The Weeknd is on top of the world. The artist, born Abel Tesfaye, has become the most popular artist across the globe, according to Guinness World Records, which dubbed the "Can't Feel My Face" singer king of streams Monday.
Do artists make money from ticket sales? ›
profits have traditionally been split 85% to artists and 15% to promoters, according to the video, but “artists have raised concert ticket price and now take a higher percentage of the profit” So how does the promoter make money? Services fees, order processing fees, and facility fees., according to Billboard.
Which artist has sold 1 billion records? ›
Over the course of Elvis' life, he achieved some of the highest accolades in music and film. It is estimated that more than one billion Elvis records have been sold worldwide, more than anyone in record industry history.
Who is the most expensive performer to hire? ›
Taylor Swift
She is arguably one of the most famous and successful artists in the world and is reportedly worth $365million. It is easy to see why she charges $1million pounds per performance!
How much does it cost to put a popular song in a TV show? ›
TV shows will often pay $750 and up, and reality shows often pay indie artists nothing. Movies, trailers and commercials pay the most: $20,000 and up. Small productions will ask you for the song for free, knowing you'll make money on the back-end through your performing rights organization (SOCAN, ASCAP, etc.).
What are typical artist royalties? ›
Record Label Royalties
It is an industry norm for a new artist to only receive 10-16% of their sales. The reason for this incredibly high (or low depending on your point of view) percentage is Record Labels take on all the financial risk that Artists never could imagine taking on their own.
Are tickets actually cheaper on Tuesday? ›
Early to midweek tends to be cheaper on off-peak days, and as a rule of thumb, the busier the weekend, the more the flight is going to cost. “I've found that it is generally cheaper to fly on Tuesdays, Wednesdays and Saturdays,” adds Dengler.
What is average ticket per sale? ›
Average ticket is a metric that provides details on the average amount spent per customer per visit. Statistically, the average ticket is computed as the mean of your sales per visit and is calculated by adding total sales over a specified period and dividing by the number of visits with purchases.
Box Office Mojo estimates the North American ticket sales by dividing the domestic box office gross by the average ticket price (ATP) of a given year, a method that Box Office India uses to estimate Indian footfalls (ticket sales).
How much do artists keep from ticket sales? ›
That can leave anything between 50% and 70% of the gross, but there are no hard and fast rules for how that is divided between the act and the promoter. A commonly quoted figure is that the promoter will take 15% of what is left and the act will get 85%.
What percent does Ticketmaster take from artists? ›
Suddenly, there is a situation where the artist stands to make a flat fee, but at a much larger percentage of ticket sales than many promoters would be able to afford. Meanwhile, the ticket company rakes in 30% of the ticket price. To many fans, that would feel like the ticket agency charges double the ticket price.
Why some tickets are cheaper in Ticketmaster? ›
Why is the price on my ticket different from what I paid? Most tickets display the price you paid, but the tickets being resold by third-party sellers or other fans may state the original price.
How much does a small artist make per show? ›
A singer usually earns between $50 and $300 per gig as part of a standard bar gig, cover gig, or musician gig. For a $50 fee, an artist can perform a quick gig or a gig that they can't afford. For singers to perform, they typically are compensated in the range of $100 to $200 per show.
Do opening acts get paid? ›
Opening acts are typically given shorter sets, less stage space and lighting and lower volume than the headliner, which can make their performance seem shabbier. On top of that, he said, it's not unusual for openers to be paid less than 1 percent of what the headliner makes.
How do independent artists get shows? ›
Many independent artists use an electronic press kit or EPK. An EPK is a short document that includes photos, artist biography, and links to your music. An EPK is your opportunity to tell agents and venues how you see yourself as an artist.
What are the 4 factors that impact the sales of sporting events? ›
Opponent, competition, weather, team performance are just a few examples of variables that can influence demand for sports tickets.
What are the demographics of ticket sales? ›
The average age of an employed ticket sales representative is 47 years old. The most common ethnicity of ticket sales representatives is White (72.6%), followed by Hispanic or Latino (14.4%), Asian (5.2%) and Black or African American (3.9%).
What type of data is number of tickets sold to a concert? ›
The type of data that would be used to represent a response is the number of concert tickets sold, which is quantitative discrete because the number is a quantity entity that cannot be continuous.
The number of ticket sales on one day is a common example of discrete data. Knowing the number of tickets sold can allow a business to prepare for the correct number of attendees or visitors. Ticket sales are discrete data because the number of sales doesn't change after the company stops selling tickets.
What are three factors that could lead to increased prices for athletic event tickets? ›
Based on factors including the quality of the team, the day of the week, weather forecasts, and the visiting team, ticket prices are adjusted based on the perceived value of the event.
What are the 5 factors that may influence the performance of an athlete? ›
Lifestyle factors that affect sports training and performance
- Sleep.
- Stress.
- Nutrition.
- Health & Energy.
- Motivation.
- Relaxation.
Bodily proportions, skills training, strength, flexibility, and endurance. These five factors will influence what sport you play, what position you play, and how good you can be. Each of these factors may individually or as a group affect your sports performance.
What are big ticket sales? ›
Big-ticket sales jobs focus on selling high-ticket and expensive items. There is no size or price threshold for what constitutes a big-ticket sales item, but the term typically includes product categories such as houses, electronics, appliances, furniture, vehicles, building materials, and some luxury goods.
What is a ticket in sales? ›
The term "ticket" refers to a customer's purchase in one visit but does not necessarily involve paper or cardboard slips like concert, plane, or theater tickets. The average ticket size measurement helps businesses understand sales trends and their overall profitability.
What is the total amount of ticket sales called? ›
Box office business can be measured in the terms of the number of tickets sold or the amount of money raised by ticket sales (revenue).
What is ticket data analysis? ›
The Ticket Analysis visualization provides a breakdown of the different types of tickets being submitted to your help desk. Ticket categories may include ticket type, priority level, assigned agenty, and ticket source. This analysis is designed to uncover trends behind tickets being submitted.
Are ticket sales qualitative or quantitative? ›
The price of a ticket is expressed as a numeric value in Dollars, and hence it is a quantitative variable as it can be measured.
What are 3 examples of discrete data? ›
Some examples of discrete data would include:
- The number of employees in your department.
- The number of new customers you signed on last quarter.
- The number of products currently held in inventory.
