The Glossary: Sophia Kearney | Promoter at HE.SHE.THEY

What does a promoter do?
A promoter is the key component in putting on events / throwing parties. They will liaise with the venue on all on the operations, security, bars. They will control the tickets, make the artist offers to agents, hire in the kit. They are the reason the show happens.

What makes a great promoter?
Attention to detail and hospitality, they have to care about the audience and the artist to such a level to ensure everyone is safe and makes great memories. The hospitality for artists is crucial, this Is their job and they do this every weekend, so make sure tech and hospitality riders are correct, cars are on time and everything is communicated well in advance and that they are taken care of, if tickets happen to be slow for whatever reason, fill the room with bodies however you can so the artists have a great show and come back.

What are the professional requirements for a successful promoter?

• A good head for money and budgets.
• A very strong stomach as sometimes you don’t know how a show will perform till the last moment.
• Calm and friendly personality no matter the situation.
• Knowing how to hire the right people as it takes a village to put on a great show.
• Emotional and logical intelligence and fast thinking on their feet.
• Professional manner to deal with councils and authorities when needed.

What are the common misconceptions about the role of a promoter?
That they always make a lot of money - everyone gets paid before the promoter and all the bills have to be covered and in a post covid world, this can be super tough.

Think twice before you ask for Guestlist from a small promoter and if you can afford a ticket, buy one to help support the scene. Especially never ask for list and don’t use it.

What changes would you like to see happen within your sector and the music industry in general?
I’d like to see more diverse people on promoter and event teams, it’s getting better but there is still a lot of work to do.