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8 steps to organising a concert

Last modification : 12/11/2024 11:04 AM

Organising a concert is much more than a simple technical assembly of events; it's a real artistic and logistical adventure that requires passion, method and creativity. Whether you're a member of a cultural association, a concert promoter or simply passionate about music, this detailed guide will take you step by step through your project.

Every concert is unique and full of emotion. It's a way of promoting emerging artists, creating social and cultural links, raising the profile of a region and sharing a collective musical experience. To organise a successful show, it's essential to rely on a number of fundamental pillars, such as rigorous planning, a motivated and competent team, and effective communication. In addition, precise administrative and financial management is crucial to avoid unforeseen events.

In this article, we take you through the steps involved in organising a show or concert

Defining the target audience

Identifying your audience

Before even booking a concert venue or contacting artists, ask yourself one essential question: who is your event aimed at? Is it a young audience, an adult audience, or more senior citizens with a passion for classical music? Are you looking to attract rock fans, families coming to enjoy a show or fans of emerging artists?

Identifying your audience is a crucial starting point for any concert planning project. It will guide your choices about the type of event, the musical style and even the venue.

Adapting the musical style to the audience

Once you have defined your target audience, choose artists or groups whose style matches their expectations. For example, for a young audience, current music such as pop or electro will be a hit, whereas a show for an adult or senior audience might favour jazz or French chanson.

Don't forget that the success of a concert depends on a coherent programme that is in tune with the audience's desires.

Determining the venue and date

Select a suitable venue

The venue for your concert or show plays a major role in its success. Depending on your budget and the number of spectators expected, choose a concert hall, a public space or even a more unusual venue to make an impression. Make sure that the venue you choose meets safety requirements and that it has the necessary infrastructure (stage, seating, standing room, dressing rooms, etc.). Don't forget to check that the venue is easily accessible to the public and the groups. Good preparation avoids unnecessary steps or unpleasant surprises linked to administrative formalities.

Choosing a strategic date

The date is just as crucial as the venue. Avoid planning your event at the same time as another major event in your region. Check local cultural calendars to avoid duplication and maximise your audience. Also remember to allow enough time for organisation and administrative procedures, taking into account any backlogs and authorisations required. For optimum impact, target a period when your audience is available, such as a weekend or school holidays.

Draw up a budget

List the main expenses

To avoid unpleasant surprises, take the time to itemise all the expenses involved in organising your concert. Include the cost of hiring the venue, the artists‘ or groups’ fees, communications (posters, advertising, social networks), and any necessary insurance, such as public liability or comprehensive insurance. And don't forget the costs of technical equipment, security and any administrative formalities, such as declarations to SACEM for copyright.

Calculate potential income

At the same time, assess your sources of income. How much can you expect from ticket sales? Think about offering attractive options such as pre-sales. Also explore sponsorship with local or national companies and consider setting up food stalls or merchandising. A good estimate of revenue will help you balance your budget and ensure the viability of your event.

Comply with administrative rules

Obtain the necessary authorisations

The organiser must register the event with the town hall (or police headquarters in Paris, Lyon and Marseille) at least one month before the planned date. Depending on the venue and the size of the concert, different permits may be required:

For an establishment open to the public (ERP): simply inform the town hall.
For a venue not designed to receive the public: municipal authorisation and a favourable opinion from the safety commission
For a concert on the public highway: prior declaration
Over 1,500 participants: compulsory declaration to the town hall

Understanding copyright legislation

If protected works are performed, a declaration to SACEM is compulsory. This is a two-stage process:

Before the concert: request for authorisation from the local SACEM delegation
After the concert: submission of a statement of income and expenditure, together with the programme of works performed.

Applying for an entertainment business licence

In principle, the organisation of concerts is reserved for holders of an entertainment contractor's licence. However, associations under the 1901 Act whose main activity is not organising shows can organise up to 6 concerts a year without a licence.

Finding volunteers and partners

Recruiting a motivated team

Creating a committed and passionate team is a major asset when organising a show. Here are some strategies for recruiting volunteers:

Call for applications: Publish advertisements on social networks, local association websites or in community groups. Specify the roles available (reception, logistics, security, etc.) and the skills required.
Commitment: Highlight the positive impact of their contribution on the success of the event. A well-presented project attracts more people willing to get involved.
Training: Offer training or information meetings so that each member of the team understands their role and responsibilities.

Partnering with sponsors

Financial or material partnerships can lighten your budget and give your concert greater scope. Here's how to set up these partnerships:

Identify local businesses: Target businesses that share your project's values or have a link with music and live performance. This could include music shops, restaurants or event-related services.
Partnership proposals: Create a presentation pack including the objectives of your event, the target audience, and the benefits for the sponsor (visibility, promotion on social networks, logo on communication media).
Offer something in return: Offer benefits in exchange for support, such as advertising space at the concert or the possibility of organising a stand at the event.

Communicating the concert

Communication is crucial to the success of your show or concert. Here's how to develop an effective strategy:

Create a communications plan

Develop a comprehensive strategy including various media:

Posters and flyers:

Create attractive visuals with essential information (date, venue, artists, prices)
Distribute them in strategic locations (shops, cultural venues, campuses)

Online advertising:

Use targeted advertising platforms (Google Ads, Facebook Ads)
Target your audience based on age, interests and location

Dedicated website:

Create a page or site for the event
Include all practical information and online ticketing

Retro-planning :

Draw up a detailed schedule of communication actions
Plan teasing, announcement and follow-up phases

Use social networks

Harness the power of social media to create a buzz:

Video teasers:

Create short, attractive videos presenting the artists or the atmosphere of the show
Distribute them gradually to maintain interest

Competitions:

Organise competitions to win tickets or meet the artists
Encourage sharing to increase visibility

Community engagement:

Respond to fan comments and questions
Create event-specific hashtags
Share exclusive content (backstage, rehearsals)

Collaborate with local media

Establish partnerships with the regional press:

Press contact :

Prepare a full press kit
Contact local cultural journalists

Content proposals :

Offer exclusive interviews with the artists
Offer reports on the organisation of the event

Media partnerships:

Negotiate visibility exchanges (logo on posters in exchange for advertisements)
Organise competitions in collaboration with the local media

Sell tickets for the concert

Choosing a ticketing platform

To sell tickets for your concert, it's essential to choose an efficient ticketing platform. Imagina is the ideal solution for managing and accessing tickets for your event.

Using Imagina, you can create your event online, configure different types of tickets (standard, VIP, early bird) and define prices and the number of seats available. The platform also allows you to manage numbered seating if this is required for your show.

One of the main advantages of Imagina is its simplified sales management. You'll have access to a dashboard that lets you track sales in real time and analyse the data to optimise your sales strategy. What's more, this solution reduces the cost of printing physical tickets and makes it easier to track registrations and payments.

Preparing logistics

Logistical preparation is crucial to the success of your show. Here's how to tackle two essential aspects:

Organising rehearsals

Plan rehearsal slots at the concert venue to allow the artists to familiarise themselves with the space and acoustics. Coordinate with the venue owner to define available times. Make sure the necessary equipment (instruments, sound system) is in place. Allow enough time for technical adjustments and last-minute tweaks. Include these rehearsals in your overall event schedule.

Setting up a security service

Security is essential for any event open to the public. Hire a professional security team, trained in crowd management and emergency procedures. Clearly define their roles: entrance control, surveillance of sensitive areas, management of delicate situations. Make sure the number of security staff is appropriate to the size of your event. Organise a briefing meeting before the event to review security protocols. Don't forget to check that your civil liability insurance covers this aspect of the organisation.

The big day: Making sure everything runs smoothly

Welcoming the artists and the public

Prepare a warm and professional welcome for all participants. For the artists, appoint someone to look after them. Make sure their dressing rooms are ready and comfortable. Provide them with a detailed schedule for the day and check that their technical needs are met.

For the public, form a well-informed reception team. Provide clear signage to guide spectators. Provide an information area to answer questions. Make sure that entry is smooth and complies with safety standards.

Managing the unexpected

Reactivity in the face of unforeseen events is essential to maintaining the quality of the event. Draw up a plan B for critical scenarios (technical breakdown, artist delay, security problem). Appoint a ‘crisis management’ manager capable of taking rapid decisions.

Maintain constant communication between the different teams (technical, security, reception) via walkie-talkies. Prepare pre-written announcements to inform the public of any changes to the programme.

Keep emergency contacts close at hand (medical services, back-up technicians). Remain calm and professional in the face of the unexpected. Your attitude will influence that of your team and the public.