Roles in the Music Industry and what they do from manager, agent, promoter, Publicist (PR)


So many people in music and outside the industry still do not know the inner workings.

If you dream of having a career in the music industry, there are more opportunities than ever! It can be a lot to keep track of – the music industry includes a variety of roles that work together to create the music we listen to.

Hence, we’ve compiled a simple list of some of the most common industry roles and careers. Whether you’re building your team as an artist or exploring new career options, here’s a good starting point for understanding the diverse range of roles in the music industry.


A manager may oversee many facets of an artist’s career. It has a broad role in overseeing and managing an artist’s career. There are also different kinds of managers – business managers represent artists in matters such as finance, while tour managers coordinate logistics on tour.

They can take 20% and will push for tour after tour after success has kicked off.

On top of that, a manager’s role may vary depending on whether they are managing an indie artist or a major label/well-known artist. It may be kept to an advisory role, while others may assist in booking shows or coordinating press.

A manager may wear many different hats. However, the primary role of a manager is to connect the artist to the music industry and keep their career on track. An artist manager is there to assist and manage the day-to-day workings of an artist.

Expect them to lock you into a deal for 4 albums and enjoy the ride to success if you tick all the boxes.

Booking Agent

A booking agent is responsible for booking your tour and apperances from a night at the 02 to a private gig for a charity event. This could be for concerts, festivals and even on-air performances. They can work independently or in-house with venues, although most work with established booking companies.

Generally, they work on full tours rather than one-off gigs and may request that you work with them exclusively for the tour. They also handle contracts and promotional material for the shows. Like managers, they typically work on a commission basis, so you likely need to be making money before hiring them.


The role of a promoter is often confused with the role of a booking agent. Promoters oversee and organize the gigs, whereas the booking agents secure them on behalf of the artists.

In a nutshell, they are responsible for publicizing and promoting performances to advertise the show and draw in a crowd. Promoters work closely with artists and their managers to plan and host the event. They also negotiate the artist’s fees for their appearances.

Website and agencies like MarkMeets often will promote events, gigs and tickets by a feature, press release.

A music promoter coordinates with artists and venues to put on and promote events. They are responsible for running the show and finding new talent. They are heavily involved in promoting the show because they need to sell as many tickets as possible.

While you may not work with them in the same way you might a manager or booking agent because their role is with the show, it’s a good distinction to know as they provide services from:

  • Liaise with artists or agents to agree on a date for performance.
  • Book a venue for that agreed upon date.
  • Negotiate a deal with the artist for the gig – what fee or ticket split will be paid?
  • Promote the upcoming gig this can be to the local press and radio, put up posters, social media, hand out flyers and email their mailing list.
  • Make sure everything the act needs is in place – stage equipment, accommodation, rider, etc.
  • Set up sound check times and the running order of the show.
  • Organise the running of the event, selling tickets and making sure everything is running to plan and everyone is happy.


Also Called. Press Agent, Public Relations Counselor. Publicists generate media attention and manage public relations for musical artists and music-related businesses.

A music publicist is someone who handles media and public relations on behalf of a music group or a musician. Most artists will consult with their publicist on a regular basis.

Before you get the attention of managers, booking agents, and all the adoring fans, you need to have a strong brand and message to attract those opportunities. This is where PR comes in.

A publicist helps to polish your brand and solidify your messaging before getting the word out to blogs, podcasts, playlists, you name it. Their responsibility is to elevate your brand and build social proof that attracts new fans as well as introduces you to the industry.

Music publicists are skilled at maintaining relationships with staff at radio stations that allow them to ask hosts and producers to play songs.

he job of publicists in the music industry is to spread information about their clients throughout the public. They use paid or unpaid/unearned channels to tell stories about the bands and musicians that they represent. Publicists know how to find various ways of getting the public to pay attention to their clients; this may mean that they write press releases, hold special events, network with sponsors, create and utilize social media accounts and posts, cultivate relationships with people in the media, and more. Publicists can also help clients reach people by creating press kits, which usually include photos, short biographies, and information about their social media presence.

It should be noted that public relations is different from advertising, which is centered around paying for promotional opportunities such as advertisements. Instead, public relations entails leveraging the power of existing media to gain attention for clients.

In the music industry, specifically, the role of publicists is to find ways to share their clients’ stories with the audiences that are interested in hearing them. Publicists in the music industry make targeted efforts to maintain relationships with members of the media who create content relevant to the interests of specific audiences and who can convey a compelling narrative about their clients. Publicists who work in the music industry know how to promote specific aspects of artists’ work, whether it be a tour, album release, event, or merchandise, often centered around a campaign implemented over a specific period of time.

When choosing a public relations company to work with, you should seek out a firm that understands the type of music you make and that not only respects your goals but knows how to help you reach them. When searching for a public relations company to work with, bands and musical acts should remember that a successful public relations strategy does not work overnight, but is the result of continued and consistent efforts.

If you are seeking new opportunities, gaining good press coverage can help you capture the attention of new audiences.

These teams help to control what reaches the press. Even a scoop of a star before it’s online or printed will have been run past the artists team(s) for apprival and fact checking so any sources, consipiracys etc you hear are probably true and an accurate reflection as we all have to hear to strict editorial guidlines.


More than ever, marketing is a key part of an indie artist’s career. As the music industry has changed and evolved, so has the role of music marketing. Music marketing involves a well-developed strategy, content creation, social media management, and much more.

Music marketing is the act and process of creating, sharing, delivering, and exchanging music offerings that have value to customers, fans, or partners. So let’s break down this definition. Creating – Marketing is about creating music products (which you’re doing already

PR and Marketing can work well hand-in-hand and there is some overlap. Music marketing is the use of strategic messaging and advertising to connect music artists with their fan base while also informing new fans.

PR connects you with opportunities for exposure while marketing focuses on well-positioned content and strategy. This can come in many forms, but we commonly see it in social media, newsletters, and ads.

Exploring the Dynamics Between Publicity and Marketing Teams in Publishing

In the realm of publishing, authors are accompanied by two indispensable allies: their publicity and marketing teams. These teams play distinct yet complementary roles in propelling books into the limelight. Let’s delve into the intricacies of each team’s responsibilities, their interactions with authors, dispelling misconceptions, and the collaborative synergy between them.

Unveiling the Roles of Publicity and Marketing

Publicity revolves around earned promotions, encompassing media coverage, author interviews, and event appearances. Publicists serve as strategic partners, advocating for the book and author across various platforms. Conversely, marketing focuses on paid promotions, employing strategies such as advertising, social media campaigns, and partnerships to engage target audiences.

Understanding Publicity’s Reach

Publicists are akin to orchestrators, crafting narratives and fostering connections to amplify a book’s visibility. Their responsibilities extend beyond securing reviews; they organize author events, liaise with media outlets, and cultivate relationships with influencers. Publicists serve as the author’s voice, championing their work and cultivating a robust presence within the literary community.

Deciphering the Realm of Marketing

Marketers harness data-driven insights to tailor promotional strategies that resonate with readers. From social media engagement to advertising campaigns, they employ a diverse arsenal to captivate audiences and drive book sales. Marketers adapt dynamically, refining campaigns to meet evolving consumer trends and maximize promotional impact.

Direct Engagement with Authors

Both publicity and marketing teams maintain direct communication with authors, albeit with distinct focuses. Publicists collaborate closely with authors to refine messaging, coordinate media appearances, and navigate promotional opportunities. Marketers assist authors in leveraging their online presence, providing guidance on social media engagement and promotional initiatives tailored to their target audience.

Navigating Queries: Publicity vs. Marketing

Distinguishing between publicity and marketing inquiries is essential for authors and agents seeking guidance. Publicists address queries related to media outreach, event coordination, and engagement with influencers. Marketers field inquiries pertaining to social media strategy, advertising campaigns, and promotional partnerships.

Dispelling Misconceptions

Misconceptions abound regarding the roles of publicity and marketing teams. Publicists are not solely focused on securing reviews; they serve as passionate advocates for the book, engaging with diverse stakeholders to generate buzz. Similarly, marketing campaigns are not one-size-fits-all; they are tailored to resonate with specific audience segments, emphasizing strategic adaptation and customization.

Collaborative Synergy: Publicity and Marketing Integration

While publicity and marketing teams operate distinctively, their collaborative synergy is essential for maximizing promotional impact. Through coordinated efforts, these teams amplify the book’s visibility, engaging diverse audiences and driving sales. Authors benefit from the collective expertise and resources of both teams, navigating the publishing landscape with confidence and efficacy.

In conclusion, the relationship between publicity and marketing teams is integral to the success of any book. By understanding the nuances of each team’s role and fostering collaborative partnerships, authors can navigate the complexities of book promotion with ease. With the unwavering support of their publicist or marketing team, authors can embark on a transformative journey towards literary success, leaving an indelible mark on the literary landscape.

Author Profile

Stevie Flavio
Film Writer


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