FRI 02 JUN 2017


In 2017, being a promoter of an electronic music event can be challenging, exciting, glamorous and annoying at the same time. A lot of thought and effort needs to be put in to conceptualize, manage and execute a nightlife property irrespective of the genre it belongs to. Often, it is also noticed that certain gigs are either cancelled just a few days prior to the date announced or in rare cases on the day of the gig itself! 

( We all know about FYRE festival don’t we? ) 

Having been around the electronic music industry across India now for over two years and having worked with over 400+ different promoters, the team at Clubbers have more than a fair idea of what it takes to stand out here in India.

Here are five tips from us to help YOU ideate, create, execute and conclude a successful gig :  

1. The Venue : 

Probably the focal point of any electronic music property, the location is one of the key aspects of planning any venture. It also plays a part in deciding what kind of music and artists ought to be programmed in a particular space. In India, it is often quite difficult to find clubs that do not have ‘a pub’ mentality. By that we mean clubs that function as clubs full-time and not just moonlight, pretending to be one at night. Quite often it is seen that venues that are converted (such as lounges, bars and even restaurants) aren’t equipped to handle properties that run on a weekly basis.

This is mainly because any new idea needs time to incubate. Clubs understand this and plan their roster to offset any losses they might suffer. Other venues have lesser patience. This however does not mean it isn’t possible to convert a venue. It is, but with a certain degree of risk.

The Tao Terraces in Bangalore, a perfect venue for a Sunday sundowners curated by Modem Networks.

2. The Budget :

Let’s be honest here. Today, finances available to a promoter certainly dictate the proficiency and scope of a nightlife property. It is important to keep in mind that in this line, “What you reap, is definitely what you sow”, more often than not. Barring rare occasions, having adequate budgets in place certainly helps in getting one over your competitors. It helps boost marketing and sales, helps book artists out of choice rather than being forced to and helps in hiring the right sound and equipment for the gig.  

Another way of looking at it is it helps a promoter set realistic targets and goals with achievable objectives over a period of time. In this industry it’s not always about being flashy and loud.

It’s all about the money, honey.

3. The Programming :  

Crucial to pulling off a memorable shindig is of course, the programming. Artists are at the core of any property that is being thought out by a promoter. Simply because without the right music, the event would probably end up failing. Promoters must pick out artists that suit the theme, the venue, the budget and the vibe and not just look at it from a popularity stand-point. 

Of course, being popular is certainly a bonus as it helps the promoter spread the word a lot easier but it is a double edged sword. Popular artists also run the risk of ‘saturating’ the market where clubbers would like to hear something different or go to another alternative gig. It’s a fine balance.

Program the right artists at the right venue .

4. Marketing Initiatives :

In our eyes, marketing is a supplementary function of the first three factors. Simply because if a promoter gets the first three factors right, then the job is already half done. Marketing a property is now a lot simpler than it used to be due to the multiple channels available on Facebook / Twitter / Instagram and Snapchat. That being said, promoters must also look to generate a lot of video content as it has been proved that videos are the most consumed content on any social media platform in 2016 and early 2017. 

Out of the box, interactive marketing initiatives also work such as pop-quizzes for guest-list entries or merchandise and giveaways.

Video link :  

Caption : Here’s a video of the FRAMED property in Mumbai for example 

5. Learning from Experience : 

We hate mincing words and we really mean it when we say that the entertainment industry is cut-throat, especially the electronic music industry. Not all gigs are going to be sell-outs and not all events are going to make it to tomorrow’s headlines. The point we are trying to raise is about learning and gaining knowledge from failed experiments and experiences. 

If it didn’t work once, it’s not your fault. If it didn’t work twice, then it probably is. 

By Clubbers Team