Entrepreneurship in the Music Industries Live Promotion Assessment;
Entrepreneurship in the Music Industries MUS1°129
Live Promotion Assessment Brief
Put together a proposal for a live music event, which would be pitched to a brand,
funding body or private financier.
The proposal should offer a solid business case for your chosen event, backed up
with strategic description of how it will be planned, marketed and executed. It
should be factual, concise and engaging.
The following aspects should be covered:
elevator pitch/synopsis (abstract)
geographic location and venue (and why they’ve been chosen)
performing artists (and why chosen)
deal offered to artist (and reason for this)
target demographic of audience
marketing plan (how you will reach the target audience)
operational aspects of the event (ie hire equipment, staffing, security,
timings/schedule)
event budget – an appendix budget sheet (1 page A4) should be
included
contingency plan
Each aspect should be backed up with reasons as to why they have been decided
upon, explaining your rationale behind each decision.
While it is recognised that academic references may not be suitable for all aspects
of the report, statistics and references from suitable sources should be called upon
wherever possible. All decisions should be informed by research, and this should
be documented in your proposal.
Resources:
Hull, G., Hutchison, T., & Strasser, R., (2010) The Music Business and Recording
Industry, Third edition. Oxen: Routledge
Rutter, P. (2011) The Music Industry Handbook. Oxen: Routledge
Shields, MunLing., 2010. Essay Writing: A Student’s Guide. London: SAGE.
Chirnside, A. (2009) Report Writing [online] Available at:
http://wvvw2.napier.ac.uk/gus
Entrepreneurship in the Music Industries
Live Promotion Assessment Brief
Put together a proposal for a live music event, which would be pitched to a brand, funding body or
private financier. The proposal should offer a solid business case for your chosen event, backed up with
strategic description of how it will be planned, marketed and executed. It should be factual, concise and
engaging. The following aspects should be covered: • • • • • • • • • elevator pitch/synopsis (abstract)
geographic location and venue (and why they’ve been chosen) performing artists (and why chosen) deal
offered to artist (and reason for this) target demographic of audience marketing plan (how you will
reach the target audience) operational aspects of the event (ie hire equipment, staffing, security,
timings/schedule) event budget – an appendix budget sheet (1 page A4) should be included contingency
plan
Each aspect should be backed up with reasons as to why they have been decided upon, explaining your
rationale behind each decision. While it is recognised that academic references may not be suitable for
all aspects of the report, statistics and references from suitable sources should be called upon wherever
possible. All decisions should be informed by research, and this should be documented in your proposal.
Resources: Hull, G., Hutchison, T., & Strasser, R., (2010) The Music Business and Recording Industry, Third
edition. Oxen: Routledge Rutter, P. (2011) The Music Industry Handbook. Oxen: Routledge Shields,
MunLing., 2010. Essay Writing: A Student’s Guide. London: SAGE. Chirnside, A. (2009) Report Writing
[online] Available at: http://www2.napier.ac.uk/gus/writing_presenting/reports.html [Accessed 15
October 2012] Length: 1000 – 1500 words Due Date: Thursday 7th November 2013 (no later than 12pm)
Use the anonymous assessment cover sheet. An electronic copy should be submitted via Turnitin on
Moodle. Late Submission Coursework submitted after the agreed deadline will be marked at a maximum
of 40%. Coursework submitted five working days after the agreed deadline will be given 0%.
Scenarios
Scenario 1 A global beer brand are looking to hold an event to raise awareness for their product. They
have identified music to be a key area they want to target, and plan to hold a one-off event in Scotland.
They see their core audience to be gig-goers, who are interested in ‘alternative’ music, so the line up
should appeal to this audience while being stylistically coherent. The event should be free of charge to
the general public (strictly over 18s). The brand have a budget of £30-50k to deliver the event.
Scenario 2 A public funding body have released an open call for promoters and event organisers to apply
for £10-25k to support a one-off musical event to be held around the Commonwealth Games in 2014. The
activity does not need to be held in Glasgow, however it must take place in Scotland. The genre of the
event is not specified, however all performers should be Scottish or currently based in Scotland. The
event should be high-profile and should be a celebration of Scottish culture.
Scenario 3 You are an established independent promoter based in Scotland. You have been asked by a
well-known booking agent to stage one Scottish date for a new act who are expected to break-through
in the next 12-18 months. The band are a folk-rock four piece signed to Communion Records. They have
an EP out, with a lead single expected to be picked up by BBC Radio 6 around the time of the tour. While
it is unlikely to be a lucrative show, it is in your interest to establish a relationship with the act, and
assist them to develop a core audience in the region. The show should take place in a conventional gig
setting, should be marketed to suit the band’s core audience and should aim to at least break-even.
A cover-sheet should be completed and submitted with each assignment
Each page of the submission should have the student’s matriculation number and the assignment in the
header
Pages should be numbered at the bottom of each page (except the coversheet)
You must follow the instructions in the school Style Guide and use Harvard referencing. This is also
referred to as the Author-Date system in Herbert, T. 2001. Music in Words: A Guide to Researching and
Writing about Music. London: ABRSM.
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