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How concert promoters think: five approaches to concert promotion in Norway

Published online by Cambridge University Press:  19 May 2022

Ola K. Berge  and
Bård Kleppe Open the ORCID record for Bård Kleppe [Opens in a new window]
Ola K. Berge*
Affiliation:
RINGGOLD, Kyrkjevegen 4, Bo i Telemark 3800, Norway
Bård Kleppe*
Affiliation:
RINGGOLD, Kyrkjevegen 4, Bo i Telemark 3800, Norway
*
E-mail: [email protected]; [email protected]
E-mail: [email protected]; [email protected]
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Abstract

Between artists and the audience, the concert promoter holds an important position within the music industry. This article, based on an empirical study of promoters in Norway, aims to analyse how concert promoters think, what their motivation and attitudes are like, their goals and their perceptions of a good concert and a good promoter. Drawing from both qualitative and quantitative data, we identify two dimensions in concert promotion: a paternalistic and a demand-driven approach. We also identify five typologies of concert promoters: the idealist, the curator, the rationalist, the entrepreneur and the instrumentalist.

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Article
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Popular Music , Volume 41 , Issue 1 , February 2022 , pp. 20 - 36
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Copyright © The Author(s), 2022. Published by Cambridge University Press

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