There is a great deal of planning and work done before the actual tour takes place and here's a brief look at the behind-the-scenes preparations for an international touring artist. Where does the choice of tour/artist begin? It all begins several months before the scheduled event when the promoter approaches the agent of a particular international act or alternatively he receives an approach from the agent to ascertain our interest in promoting their artist in our territory. Why the particular performer? Before actually approaching the artist, the promoter undertakes research, which includes the reading of international and local trade magazines, communicating with record companies and radio stations, as well as monitoring the artist's profile in South Africa. Other factors that affect the promoter's approach to artists include suggestions from the general public, as well as suggestions and/or requests from potential sponsors. The negotiation process The promoter then prepares a feasibility study in order to ascertain the local market value and the ticket price potential relevant to the target audience, and also determines the availability of venues Based on the study, as well as guidelines provided by the agent regarding the artist's performance fee, as well as the rider requirements, the promoter submits a detailed offer (in either US Dollars or Pounds), which includes an itinerary, to the agent. The offer consists of a guaranteed fee versus a percentage of the net amount, whichever the greater. If the offer is acceptable, contracts are issued and concluded and the promoter then pays the funds into an Escrow account (a type of trust account), which no-one has access to until the tour actually matures. Putting it together Once the contracts have been signed, the promoter confirms the venues; appoints a ticketing agent, media partners and publicists; contracts a local support artist/s; creates an advertising and marketing campaign in conjunction with a sponsor and oversees merchandise opportunities in relation to the tour. The Tour Director co-ordinates the air and ground transportation; secures the accommodation, and see to the artist's personal requests. The Production Manager and Production Co-ordinator take care of all the technical aspects of the show including stage, sound, lights, AV, power, etc, venue requirements, security, tour and casual staff, and the VIP hospitality needs. The Tour Financial Manager liaises with the artist's management on tax issues; handles cancellation and public liability insurance; oversees the day-to-day income and expenditure control, as well as the budget and prepares figures for the final financial settlement. The Publicist handles all media related issues, including the preparation of media strategies; pre-tour interviews; competitions; media partner relationships; poster/flyer distribution; media releases; press conference, as well as liaising with the artist's media representatives.