How to start an events promotion company
A promotion company needs four things: a legal form to invoice (self-employed, company or association, best chosen with an accountant), a written agreement with each venue (who pays what and who keeps the tickets, the bar and the door), a promoter team paid for what they actually bring, and a way to sell and get paid where the money reaches you. What breaks most promoters is the second one: starting with nothing on paper with the venue.
The legal form
To sell tickets in your name and sign with venues you need to be able to invoice: as self-employed, through a company or, if it's non-profit, through an association. Which suits you depends on how much you'll turn over and whether you have partners, so it's a conversation to have with an accountant before the first party, not after.
The deal with the venue
Before announcing anything, put in writing with the venue:
- Whether you pay a fixed rent, a percentage of ticket sales or both.
- Who keeps the bar, and whether you get a share.
- Who sells the tickets and which account the money goes into.
- Capacity, opening hours and who provides and pays for door security.
- Which permits the venue covers and whether it asks you for your own liability insurance.
The promoter team
Promoters are the ones who fill the first parties. Pay them for who comes in, not for who they say they bring: give each one their own link and list, so every ticket is credited to whoever sold it, and settle each week by offsetting the cash they're carrying.
Selling and getting paid
With several venues and several parties a month, what saves the most time is having tickets, guest lists, promoters and the door in one dashboard, with each sale going into your account straight away: that way you don't front money while waiting for a payout and you know each night what you've made.
How much it costs with Servomo
No monthly fee, just a percentage of what you sell, from 4% with no contract to 2% with a 4-year contract. Each ticket pays at least €0.30 + VAT. VIP tables and free guest lists pay no commission, and any booking fee for the buyer is set by the organiser (up to 10%).
Frequently asked questions
Should I go self-employed or set up a company?
It depends on how much you'll invoice, the risk you take on and whether you have partners. It's a tax decision, so ask an accountant with your numbers in front of you.
How are ticket sales split with the venue?
There's no fixed rule: some venues charge rent, others a percentage of ticket sales, and others keep the bar. What matters is putting it in writing before announcing the party.
Which ticketing platform should a promoter use?
Compare what they charge you, what the buyer pays, when the money reaches you and whether it handles promoters and guest lists. The guide to the best platforms for promoters has what each one publishes.
Servomo does all of this for you
Online tickets and lists, promoters with their own link and settlement, QR at the door and live capacity. The money goes straight to your account and our commission is settled afterwards.
Updated on 11/11/2026