Host Toolkit

Welcome to the Sofar Host Toolkit. Thank you so much for lending us your space. 🙏 Now let’s generate some buzz for the big day, shall we? Here are a few tips and resources to help you promote your upcoming 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 your space gets the appreciation it deserves.

How it all goes down

You’ve booked a show with us. Yay!
Make sure you’ve provided venue info to our team, including fun facts, offers, and opportunities
Promote the show leading up to the event — in your venue, on your socials, or website, or newsletter -- yes, you can do this even if it's a "secret" show
Host the event in your beautiful space!
👉 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].
👉 Let’s chat about posting jointly as a collab post, too!
Do it all over again for our next show!

Tips & resources

Tell us (and fans) about your space 🖊️

This is one of the most important things you can do ahead of your show, as this info goes out to all attendees leading up to the show. Share this with your Sofar booker to make sure it’s not blank!

Share the story of your space
Add offers, opportunities, and other useful information
Recommend neighborhood groups or local channels we can contact to help generate buzz

Spread the word 📣

Post on socials, add the show to your events calendar, mention it in your newsletter, or pop it on a poster.

Be sure to include the date and time of the show
Make it personal by sharing why you’re looking forward to hosting, e.g. it’s intimate, it fosters new connections, it aligns with your vision and values, etc.
Share this 15% promo code to your community: SOFARSPACES15-BCC88

Include a call-to-action 🔗

Wherever you’re sharing, make sure to link to the show page so people can buy a ticket!

Find this link in your confirmation email, under Event Details > Ticket link

Other resources 🧰

Sofar Media Kit 🔗

Sofar logos 🔗

Generic Sofar event images 🔗

Booking information for first-time hosts 🔗

Some example posts:

This month, we’re bringing a @sofarsounds show to you! In case you don’t know, Sofar transforms cool venues into live performance spaces. Expect local artists, great vibes, and a whole lot of community magic. Get tickets. Link in bio.

The secret’s out! We’re hosting a @sofar[City] show on [date of show]. The best part? The artists remain a mystery – you'll find out who they are when they take the stage! Get tickets. Link in bio.

Kickstart your [week/weekend] with some live music[/dance/comedy]! We’ve teamed up with @sofarsounds and @sofar[City] to bring an intimate live show to our [type of space]. Get your tickets before they sell out! Link in bio.

👉 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 space across Sofar’s channels?

Emails: Our address reveal and post-show emails go out to all attendees with a dedicated section to introduce your space. If you don’t fill this info out, you miss a valuable opportunity to connect with guests and share your key messages, including special offers to encourage them to return.
Socials: While we can't reveal tool much about your space pre-show, we love a good post-show Reel! Tagging us @sofar[City] when you post on your socials allows us to react, reshare, and occasionally collab, which extends your reach across our social following.

What about keeping the venue a 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.

What if we end up not hosting the show we’ve already announced?

Things happen. Whatever the reason, please let your community know you won’t be hosting 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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