The college market is ripe for the pickings. With its coveted 18- to 24-year-old demographic already on campus, multiple suitable concert venues and long-established university activities and events boards overseeing substantial budgets baked into tuition fees, the quad has a lot to offer.
“The reach of students that you hit on a college show is a great building block for artists as well,” ICM Partners’ Brandon Zmigrocki, who books colleges and clubs in the Northeast U.S., told Pollstar. “It’s one of the reasons that everyone here at ICM really loves to get as many college shows for our artists as we can.”
But it’s not quite that simple. Challenges include working directly with students and programming boards rather than seasoned concert promoters – shows are often either a soft ticket or free entry altogether – and university budgets frequently are determined or funds awarded at the last minute, forcing things to come together quickly and making it difficult to route shows in multiple markets.