Key Takeaways
- Artist confirmation must precede venue booking — the artist's technical rider determines venue requirements
- The PA system specification must be completed before the production budget is finalised — it is typically the largest single variable
- Ticketing and marketing can begin only after the permit application is submitted — not before, and not after approval
- Load-in begins 24–48 hours before show for most Indian concert formats — budget for overnight crew
- Box office reconciliation, artist settlement and crew close-out happen within 72 hours of show close — plan for this timeline
Weeks 14–10: Foundation
Artist confirmed and contracted. Venue shortlisted against the artist's technical rider — ceiling height, loading access, power capacity, PA rigging points. Site visit completed. Permit application started (start this immediately: permits are the longest lead item). Production company engaged and technical specification started. Insurance obtained. Ticketing platform selected and event page drafted (do not go live until permit is submitted).
Weeks 9–6: Specification and sales
PA specification confirmed and supplier booked. Lighting design confirmed. Video system confirmed if applicable. Barricade and stage supplier confirmed. Artist technical advance started — send the technical rider to all production suppliers and get written confirmation of fulfilment for every item. Ticketing goes live after permit submission (before permit approval — marketing lead time matters more than permit timing in most cases, but check with the venue's legal team). Sponsorship materials distributed if applicable.
Weeks 5–3: Production lock
All suppliers contracted. Artist visa confirmed and travel booked. Hospitality rider sent to catering and accommodation suppliers with specific item confirmation. Ground transport confirmed. Security company briefed — specific to a concert format, not standard event security. Medical provider confirmed (mandatory for events above 500 pax in most Indian cities). Permit approved or timeline confirmed. Load-in schedule written: vehicle movements, crew call times, gate opening sequence, on-site staff positions.
Week 1: Load-in and show
Load-in begins. Sequence: power first, then stage structure, then PA rig, then lighting, then video, then stage set. Full PA and lighting system check before the artist's technical crew arrives. Artist soundcheck on the day before show where possible; on show day as minimum. The technical rehearsal sequence: all systems at show state, full PA line check, all mic positions, all monitor sends, all playback sources. Artist soundcheck is not a line check — it is the show, run at reduced intensity. Load-out begins immediately after show close. Crew call-out should be pre-booked for this timing.
The items first-time promoters miss
Cargo insurance for artist equipment during transport between the airport and the venue. A dedicated artist liaison on show day (a separate role from the production manager). A float for cash expenses during show day (vendor payments, emergency procurement). A communications plan for what happens if the show is delayed or cancelled — who notifies ticketing, who handles the crowd, who manages media. Post-show the venue should be left in the condition specified in the venue contract — damage charges that are deducted from the box office close are common and almost entirely avoidable with a clear departure protocol.