How to Plan a Release Concert

A release concert is an opportunity to present new music live and bring an audience together around the release. Whether you are planning an intimate concert or a larger production, there are several things worth putting in place well in advance.

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1. Decide what kind of concert you want to create

Start by defining the purpose and format. Is the concert celebrating a single, an EP or an album? Do you want an intimate listening concert, an energetic club night or a larger concert production?

The format will influence your choice of venue, stage, technical setup, capacity and budget.

2. Find a venue that suits the concept

The venue should suit the music, the expected audience size and the atmosphere you want to create. Consider factors such as:

• capacity and stage
• sound and lighting
• dressing rooms and load-in facilities
• catering and accessibility for the audience
• location and public transport

A venue that suits the size of your audience will often create a better atmosphere than one that feels too large.

3. Set a realistic budget

Map out your costs early. Remember to include the venue, technicians, artists and musicians, dancers, transport, promotion, photography or video, and any decorations or set design.

Also consider expected income from ticket sales, funding schemes and partners.

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4. Plan the programme and production

Decide how long the concert will last, which songs will be performed, and whether you want a support act, dancers, a DJ or other elements as part of the programme.

Create a clear schedule for load-in, soundcheck, doors opening, concert start and load-out. Make sure the venue, technicians and everyone involved have the same information.

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5. Start promoting the concert early

Create a simple plan for how you will communicate the concert. Use the artist’s own channels, the event page, newsletters, press and your partners’ channels.

It is useful to have the following ready:

• press photos
• event description
• ticket link
• music or video clips
• information about the date, time and venue

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6. Make the concert more than a regular live show

A release concert can benefit from having something that makes it feel special. This could include stories behind the songs, guest artists, set design, visuals, special arrangements or an exclusive performance.

A successful release concert does not have to be large. What matters most is that the venue, production and programme suit the music and the audience you want to reach.

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Read also: Are you planning a concert in Oslo?

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