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Welcome to the Sofar Artist Toolkit. Here are a few tips and resources to help you promote your upcoming Sofar shows.
These not only help you spread the word within your community, they also allow us to better promote you across Sofar’s channels, including pre-show emails, socials, and our website. Together, we can ensure you’re playing to a warm room of fans old and new.
How it all goes down
How it all goes down
You’ve booked a show with us. Yay!
Make sure your Sofar artist profile is up-to-date: profile pic, bio, social links
Promote the show leading up to the event — on your socials (and tag @sofar[City]!), at your shows, and anywhere you list your tour dates.
Perform and seduce your fans, old and new!
👉 Feel free to capture content with your phones, but no professional photographers or videographers are allowed outside of Sofar’s team.Share post-show content on your socials and tag both @sofarsounds and your local @sofar[City].
👉 Please only publish cutdowns or snippets from your performances up to 1 minute.Do it all over again for your next show!
Tips & resources
Tips & resources
Complete your Sofar profile 🖊️
This is one of the most important things you can do ahead of your show, as this info goes out to all attendees on the day of the show. Make sure it’s not blank!
Add a profile pic
Add a short bio [max 500 characters]
Add a social link
Show them what to expect 📣
We suggest posting a mix of Stories, grid posts, and Reels.
Include pictures (press pics, performance pics) or short clips of you doing your thing
Mention the neighborhood (but not the exact venue!), and date and time of the show
Set the scene by telling them why you’re looking forward to performing a Sofar show, e.g. it’s intimate, it helps you connect with your fans, it’s in a unique space, etc.
Include a call-to-action 🔗
Wherever you're posting, make sure to link to your event page so your fans can buy a ticket!
Find this link in your artist dashboard under "Booked concerts" -- it's hyperlinked on the event name or find this link in your confirmation email, under Event Details > Ticket link
Click on the link, copy the URL, then paste it on a Story link, in your bio, in a newsletter, etc.
Capture content for post-show promo and collab with us 🎥
Let's ride the wave of the show together! Either post a Reel on your socials and initiate a collab with our @sofar[City] profile, or send us a Reel for a chance to collab with our global @sofarsounds account.
Check out our guidelines for collab posts with @sofarsounds
Submit your content via this form
Other resources 🧰
Some example posts:
Some example posts:
Can't wait for our upcoming @sofarsounds show on [date of show] in [city].
Truly can’t wait to share this intimate moment with you at [insert location].
No, but like, actually, seriously, truly can’t wait to see who you might meet (and what you might hear). Get tickets. Link in bio.
Hey [city], we're performing on [date of show] in a secret space with @sofarsounds - get your tickets at the link in bio.
Hey hey! We're playing in a @sofarsounds show in [city]! In case you don’t know, Sofar transforms cool venues into intimate live performance spaces. Expect great vibes and a whole lot of community magic. Get tickets. Link in bio.
We’re performing a secret show with @sofarsounds in [city]! DM us for details.
👉 These are just some thought starters to get you going! Feel free to make the above your own and add your own creative flair. After all, you know your audience best.
FAQ
How will you be using this to promote our show across Sofar’s channels?
Website: Your profile pic, bio, and social links all appear on the event page after the show as well as your public-facing profile on our website. From there, fans can also choose to follow you to get notified when you’re booked for future shows.
Emails: On the day of the show, as doors open, we send an email to all attendees with the show lineup, including your picture, bio, and where to find you on socials. If you don’t fill this info out, you miss this valuable opportunity to connect with new and future fans.
Socials: When we have images and bios available for you, we can use them to craft our own pre-show messaging. Post-show, having you post content and tag us allows us to react, reshare, and occasionally collab on your posts, which extends your reach across our social following.
What about keeping the artist lineup secret?
While we like to keep artists and venues a secret from Sofar’s channels, we encourage you to spread the word within your community. That said, please do not reveal the venue.
What if I end up not performing at the show I’ve already announced?
Things happen. Whatever the reason, please let your fans know you won’t be there so they’re not disappointed. They can submit a request through Sofar’s Help Center at help.sofarsounds.com to learn what their options are.
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