23 Event Promoter
What is it Like Being an Event Promoter
On this episode of the Unboxing Careers Podcast, Greg Zakowicz unboxes the career of an event promoter with Benjamin Shrader
Guest: Benjamin Shrader, CEO of Shrader Promotions, has been leading the Shrader Nation in orchestrating some of the top events in College Station, Houston, Austin, and San Marcos. His unique leadership style and unorthodox organizational structure have led to some of the "The Nation’s" greatest successes, associating with incredible artists such as Lady Gaga, G-Eazy, Fetty Wap, and many more.
Connect with Benjamin:
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This episode features Benjamin Shrader, CEO of Shrader Promotions, an event production company. Shrader discusses his career path, which began with promoting college events and evolved into full-service event production. He details the challenges and rewards of the industry, including networking, client management, and the importance of professionalism. He also shares advice for aspiring event producers, emphasizing persistence, networking, and the need to build a strong online presence. Finally, Shrader addresses his personal experience with dyslexia, highlighting the importance of leveraging strengths and adapting technology to overcome challenges.
What We Discuss:
Starting an Event Promotions Company and Transitioning to Event Production
Working with Venues, Artists, and Companies
A Typical Week in Event Production
Red Flags and Tips for Working with Venues
Favorite and Least Favorite Parts of the Job
Navigating the Path to a Career in Event Production
Building a Social Media Presence
Overcoming Challenges and Embracing Strengths
Common Misconceptions about Event Production
Weird and Memorable Events in the Industry
What Does an Event Production Company Do?
Event production involves creating memorable experiences, from concerts to corporate events. Shrader Promotions specializes in managing everything from booking artists to ensuring smooth event logistics. Here's what the role entails:
Venue Management: Coordinating with venues to secure ideal dates and facilities.
Artist Relations: Handling negotiations, logistics, and contracts with performers.
Marketing & Promotions: Using platforms like Instagram to build awareness and sell tickets.
On-the-Ground Operations: Overseeing event day logistics, from sound checks to customer experience.
Benjamin emphasizes that event production is more than just organizing—it’s about curating moments that audiences remember forever.
Getting Started in Event Production
Benjamin Shrader began his career as a college student determined to rise above personal challenges, including severe dyslexia. His entry point? A student entrepreneurship program called Startup Aggieland, where he built the foundation of Shrader Promotions.
Shrader started promoting events in college and eventually transitioned to organizing his own concerts. He now runs a full-service event production company that works with companies, fraternities, sororities, artists, and venues to coordinate and execute successful events.
Shrader says that starting young can be beneficial, even if you're not yet 18. While you might not be able to jump into the industry right away, there are still valuable steps you can take:
Research the industry: Familiarize yourself with event production, how it works, and the different roles involved.
Attend events: Observe how events are run and try to connect with people in the industry.
Build your social media presence: Establish a professional online presence and grow your following.
Seek out a mentor: Find someone in the industry who can provide guidance and insights.
Once you turn 18, you can start actively pursuing opportunities. This might include:
Working at a bar or venue: This can give you a firsthand look at the nightlife industry and help you build connections.
Partnering with smaller bands or DJs: Offer your services as a booking agent and learn the ropes of event coordination.
Reaching out to organizations and companies: Offer to help plan their events, even if it's just for promotional support.
Throughout this process, it's crucial to present yourself professionally:
Dress well and maintain a professional demeanor.
Utilize professional email addresses and marketing materials.
Network and build relationships with key players in the industry.
A Week in the Life of an Event Producer
Event production is a whirlwind of activities. Shrader breaks down what a typical week might look like:
Monday: Administrative tasks—emails, calls with assistants, and planning upcoming events.
Tuesday–Thursday: Venue visits, sound checks, and marketing setup, including social media campaigns.
Friday–Saturday: Event days—arriving early to coordinate logistics, troubleshooting, and ensuring smooth execution.
Sunday: Wrapping up post-event tasks, including payments and client follow-ups.
Challenges of the Job:
Long Hours: Event nights often extend well past midnight.
Uncertainty: Waiting for confirmations from venues or artists can be stressful.
Balancing Personal Touch with Scalability: Many clients expect Shrader himself to be present at events, limiting delegation.
Common Misconceptions About Event Production
Shrader debunks several myths about the industry:
"It’s All Fun and Parties": The reality is high-pressure logistics and problem-solving. While there might be moments of fun, you are ultimately there to ensure everything runs smoothly.
"Meeting Celebrities is Glamorous": While he’s met stars like Wiz Khalifa and Lady Gaga, these interactions are brief and primarily professional. While Shrader may know some artists' managers, he emphasizes that he doesn't necessarily have personal relationships with them
"It’s Easy Money": Success depends on meticulous planning, negotiation, and adaptability.
Advice for Aspiring Event Producers
Whether you’re a high school student or an adult considering a career pivot, Shrader offers actionable advice:
For High School Students:
Learn the Basics: Understand marketing, budgeting, and logistics.
Start Small: Organize school events or partner with local bands.
Build a Social Media Presence: Platforms like Instagram can showcase your work.
For College Students and Beyond:
Join Entrepreneurship Programs: Seek out resources like Startup Aggieland or local equivalents.
Network Relentlessly: Attend industry events and introduce yourself to venue owners and managers.
Find a Mentor: Build relationships with seasoned professionals who can guide your career.
Overcoming Challenges
Shrader is open about his struggles with dyslexia and how it has impacted his life and career. Despite reading at a third-grade level, Shrader’s ability to communicate has been his superpower. He adapted by:
Using technology like voice-to-text tools.
Delegating written tasks to trusted team members.
Doubling down on his strengths, such as public speaking and relationship-building.
He shares valuable advice for anyone facing challenges in their careers.
Invest in your strengths: Focus on developing the skills you excel at.
Adapt technology to your needs: Leverage tools that can help you overcome specific obstacles.
Embrace your challenges and work within your parameters: Acknowledge your weaknesses and find ways to adapt.
Seek support from those around you: Lean on your loved ones for encouragement and guidance.
By understanding the behind-the-scenes efforts of professionals like Benjamin Shrader, you can better appreciate the artistry of event production and perhaps envision your own role in the industry. Breaking into the event industry might seem daunting, but with the right approach and mindset, you can turn your passion into a successful career.
Takeaways For Those Interested in a Career in Event Promotions
Event production is a full-service industry that involves coordinating and producing events, such as concerts.
Persistence, professionalism, and building relationships are key to success in the event production industry.
Tasks in event production include venue scouting, artist booking, ticket sales, and social media promotion.
Challenges in the industry include dealing with difficult venues and artists, and the importance of avoiding illegal activities. Finding a mentor in the event production industry can be challenging, but offering something of value to potential mentors can increase your chances of finding one.
Starting in high school or college can provide opportunities to learn about the industry and make connections.
Building a strong social media presence, particularly on platforms like Instagram, can help establish credibility and attract opportunities.
Common misconceptions about event production include thinking it's always a party and that event organizers have personal relationships with famous artists.
Overcoming challenges, such as dyslexia, involves adapting technologies, focusing on strengths, and finding pride in what you're good at.
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