Step into the world of live music promotion with our Music Industry Mondays guest of the week, Kara Harris, promoter at AEG Presents. With over two and a half years of experience and a deep-rooted passion for music, Kara joined us to tell us all about the life of a music promoter and the endless excitement that comes along with it. If you want to hear from someone who actually loves their job, look no further.

 

Where to start as an aspiring music promoter

Kara fell in love with music at an early age and adored going to live music events. It was clear from the start that she had to be involved in the live music scene no matter what. She tried many jobs to find the perfect one, including marketing, artist relations and radio, but none really hit the right spot.

We all know how hard it is to land a first job. An entry-level job that needs two years’ experience? Make it make sense. But that doesn’t mean you can’t take things into your own hands like Kara did. During university, Kara started her very own radio show after feeling the urge to share all the good music she came across with more people and maybe even make some new friends along the way.

It turns out that her search for new friends actually turned into a dream job.

After working at places such as DICE and Village Underground, she finally landed the perfect job at AEG Presents with the help of her radio show/pure love for music. It took a lot of trial and error for Kara to find the job for her, so take a leaf out of her book and don’t be afraid to shop around before you find the best job for you.

 

A day in the life of a promoter

No two days are the same in the life of a music promoter (and not just how it’s said in regular office job ad descriptions). The job is a mix of looking over spreadsheets in the office and attending glamorous live shows at night, great for those looking for the best of both worlds in a music career.

Here’s a rough look at what you may get up to as a music promoter:

  • The business bit

Your day may typically begin early with a flurry of emails and calls to agents, venues, and artists' management teams. You’ll review ticket sales, marketing campaigns, and logistics, ensuring everything is on track for upcoming events.

  • A&R work and talent development

Depending on your role, you may spend a lot of time on A&R work. This will involve scouting new talent, attending showcases and nurturing relationships with emerging artists. Kara’s background in radio really helps her here as she’s developed an eye for promising acts, especially in the R&B and rap genres.

  • Evening events and artist liaison

As the evening approaches, it’s time to shift into live music mode. Whether it's a concert at a prestigious venue or an intimate showcase in a local club, you’ll ensure smooth operations behind the scenes, from soundchecks to artist hospitality.

 

Don’t always look right to the top for answers

It’s common for people to advise you to reach out to the CEO of a company or find out who owns the business so you can get your foot in the door, but Kara reminds us to look beside us as well.

Her journey was marked by meaningful connections with people on the same level as her. Sure, it’s never a terrible idea to reach for the top immediately, but the people lower down who are actually doing the work that keeps things moving every day can also help you out.

Kara talks about how she randomly tweeted one day if any other people like her were working in the live music space and needed an extra pair of hands, and someone actually wanted an extra pair of hands! This led to her working on a project in collaboration with AEG, which, as we now know, is where she works full-time.

It’s not uncommon for opportunities to arise from unexpected places and recommendations from peers.

Kara’s journey shows that live music promotion is more than just a career—it's a labour of love driven by passion, perseverance and a commitment to community. There may be long hours, but if you really love the job, it may just feel like a neverending party.

Want to know more about careers in the music industry? Get down to one of our live Music Industry Mondays events so you can hear from the people at the heart of the industry right now. Check Out Our Events Here.