FMX And Concert Promoters: What’s The Real Difference

We had a special request for a concert yesterday, and it made me realize something — even I had to slow down and think through the answer.

A listener, Gerard Rogers, asked if we could bring the Santana/Doobie Brothers lineup to Lubbock. My first instinct was to type: “We aren’t concert promoters, but we’d certainly promote that concert.”

Then I looked at that sentence and thought… no wonder this gets confusing.

Concert Promoters vs. Radio Stations: Who Does What?

Let’s clear this up in plain English.

Concert promoters are companies like Live Nation or Fast Lane Concerts — and sometimes independent promoters who might put on a metal show at a smaller venue.

These are the folks who:

• Pay the artist to come to town

• Rent the venue (if needed)

• Handle production (sound, lights, stage)

• Arrange catering and hospitality

• Hire security

• Print tickets

• Take on the financial risk

They are the ones writing the big checks and rolling the dice.

Now let’s talk about us.

What FMX Actually Does

FMX promotes concerts. And by that, I mean we publicize them.

When a show is coming to town, we:

• Run paid commercials

• Run promotional announcements

• Talk about it on the air

• Post about it online

• Tie it into the music we already play

• Give away tickets

We help create awareness and excitement. We’re good at it because we’re already playing these bands. We can wrap the info in a neat little bow and hand it to you in a way that makes sense.

Here’s something most people don’t know:

Before a major promoter locks in a date, they often call and ask if we’ll support the show. Radio support absolutely matters. But it’s not the same thing as financing the show.

Do We Make Money If a Show Sells Out?

Short answer: No.

We are not financially invested in ticket sales.

If a promoter spends $1,000 advertising with us, that’s the deal. Whether the show sells 1,000 tickets or 10,000 tickets doesn’t change what we make. We don’t get a bonus for a sellout. We do our job for the agreed advertising buy — and hopefully snag some free tickets for you along the way.

That’s it.

Have We Ever Promoted a Show Ourselves?

In 45 years, FMX has stepped into the “concert promoter” role exactly once — the Evanescence and Halestorm co-headlining tour stop we were involved with.

Other than that? We’re riding shotgun just like you.

Read More: FMX Welcomes Shinedown To United Supermarkets Arena

So when you send us concert suggestions — keep them coming. They are seen. The right people see the right names. It’s not a guaranteed formula for bringing a show to town, but it absolutely doesn’t hurt.

We just don’t write the checks.

We crank the amps once someone else does. 🎸