Question 1

What is the single biggest suggestion you would give to someone wanting to get into this career?

Robbie Kowal · Accepted Answer

“Build your skill set while you have time. You know how they say guitarists have to go out to the woodshed and practice for a year before they go on stage? [You should] woodshed. Know how to shoot photos, set up a DJ booth, etc. Theoretically, you should also have some job experience so we know you know how to show up to work on time.” 
“The most important thing is the ability to communicate and make a point; that comes from reading books and writing. Anyone who wants to get into this business has to read certain books like How Music Works by David Byrne. The second book is Bill Graham Presents, the official autobiography of Bill Graham, the guy who created our industry.” 
“Mansion on the Hill is about David Geffen and Neil Young; it’s a look at the modern concert industry and where it came from in terms of record labels. There’s Last Night a DJ Saved My Life for dance music.” 
“Those books will give you an idea of what we do and if you want to do it. I recommend David Byrne’s book to anybody; it’s about how scenes work and so on. All these books are fun to read and fascinating.”

Question 2

What’s the #1 mistake people make when trying to get into this career?

Robbie Kowal · Accepted Answer

“Throwing a show before they’re ready. There are more people trying to do it than can. There are people who’ve been around for a long time who have the relationships you don’t and you’ll be left with lesser choices. That’s the biggest mistake people make, when they’re like, ‘I just want to throw this party. I know it’s going to work.’ 
“They lose a lot of money and it’s the last thing they ever do. Make a real budget and a real spreadsheet. Do the math beforehand.”
“Or, they go too big too soon. Agents and Managers prey on people like that. Before you do anything, go to work for a club or a small Promoter. Book a small show, and learn how to do it on a small scale with very little risk. Do your own little thing before you try to do something bigger.” 
“The skills are the same for the small shows as the big shows and sometimes you can even learn more. You learn what people’s expectations are and how to manage them, how to build culture and a community. Do something cheap and small and not risky.”

Question 3

If you could describe in one word what makes you successful, what would it be?

Robbie Kowal · Accepted Answer

“I would say focus. It’s not just one word. Focus, detail-orientation, and humility. Humility is so important. Everything I’m telling you has been learned through making some bitter mistakes and through knowing how your situation changes constantly.” 
“How we used to do it may not be relevant today, so you have to maintain humility and know the twenty-year-old kid who walks into your office for an internship may know more about marketing to a certain audience than you do. I embrace that and I love that about this job.” 
“I love learning from people who are hungry and love music and want to make things happen. They’re like me twenty years ago. They love the music and the culture. It’s like, ‘what can you bring to the table?’ It’s not like, ‘I’m the boss.’ It’s an attitude of shared empathy and perseverance.”

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Concert Promoter