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Managing the Performance Artist Media Circuit for Your Live Event.

Andy Robertson

One of the key roles of an Artist Liaison Manager is to maximise exposure for their booked performance artists to create interest in your event. There may be limitations to what is possible due to the control exerted by some Artist’s Managers but on the whole, they are cooperative and helpful in providing what you may need to promote your event.


It’s important to understand the role of the Artist Manager in how you deal with them. They exist primarily to promote and protect their artist and they are there to provide expertise in running their artist’s career path and protecting their brand. For these reasons the artist’s manager may stipulate what material can be released (video, pictures and profiles) and when. In addition, they can express which media they are happy to be exposed to, they may want to avoid a particular journalist that has previously given bad reviews. If the artist is well known with a large management team the Artist Liaison Manager may also have to deal with the artist’s own PR firm too which can be an added layer of people to keep in all communications loops. 

It is the role of an Artist Liaison Manager working for an upcoming event to work closely with the artist’s manager and coordinate the media circuit planned for their event. There may be multiple artists booked for the event and as a minimum the Artist Liaison Manager should request and have to hand video, pictures and profiles for each artist pre-approved by the artist’s management team. The event marketing team will be working with various media to promote the upcoming event with the aim to set up a schedule of media activity that may include:

  • Press, TV and Radio interviews.
  • Media launch events, a hotel conference room with invited select media with a platform for artists to announce their appearance at your upcoming event.
  • Other public artist appearance stunts, at unrelated popular media events with photo opportunities.
  • Coordination with an artist’s own PR activity related to announcements of an upcoming launch of a new album, tour or biography for example.
However, your marketing team plans pre-event PR and media activity all schedules need to be logged and communicated to the artist’s manager so that appointments can be confirmed. This is a key responsibility of the Artist Liaison Manager to calendarise and manage dates and times in conjunction with the artist’s management team.  

If you use and events management software solution like FestivalPro you get built functionality for documenting artists profiles, images and other media in the artist specific module. Combined with the flexible calendarising of schedules it's easy for both the Artist Liaison Manager and artist's manager to have access their scheduled activities and to make changes along with notifications and confirmations. The guys who are responsible for this software have been in the front line of event management for many years and the features are built from that experience and are performance artists themselves. The FestivalPro platform is easy to use and enables Artist Liaison Managers to manage every aspect of the booked artist enabling a seamless process for artist’s collateral and the marketing team's PR plans. 

Andy Robertson
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