Always have a plan

If you fail to plan, you plan to fail – Benjamin Franklin.

This quote holds true for all aspects of life, including live performance events. Before you even consider how to market your event and who to contact, you need to create a clearly defined plan.

Your plan should cover the following essentials:

1. Create a schedule: Decide what time guests should arrive, when RSVPs or ticket purchases are due, and what time the artist and crew need to be on-site for setup. A clear timeline helps everything run smoothly.

2. Define how you’ll make money: Nothing about hosting is free. Think through your revenue strategy — whether it’s ticket sales, sponsorships, or merchandise — to ensure you can cover costs like the venue, performers, and production.

3. Plan your marketing: Even the best show won’t succeed if no one knows about it. A strong marketing plan — from social media campaigns to posters, email blasts, and press outreach — is essential to drive ticket sales and fill the room.

Start with a Budget

Sure, five-star catering sounds amazing — but if your budget doesn’t allow it, resist the temptation to overspend.

Before you dive into marketing your event, take time to map out a clear budget. This should include:

• How much you’ll charge per ticket

• The number of tickets you need to sell to break even (and turn a profit)

• What you can allocate to paid promotion and marketing

• How much you can spend on essentials like lighting, artist fees, food, and drinks

A solid budget keeps expectations realistic and helps you prioritize where your money will have the biggest impact.

Find a Venue

The next step is choosing a venue that fits both your music style and your attendance goals. The space should also meet all necessary legal requirements.

Start by researching music venues, bars, cultural centers, and other public spaces available to event planners in your area. Once you’ve identified a spot that matches your needs in terms of capacity and atmosphere, reach out to the venue manager to confirm hiring terms and access.

Be thorough with your checklist:

• Does the venue already have AV equipment, or will you need to rent and staff it separately?

• Are bartenders and cashiers included, or will you need to bring your own team?

Asking these questions up front ensures you won’t face unexpected costs or logistical headaches later.

Get the Musicians

Now comes the heart of your event — the musicians, artists, DJs, or performers who will bring the night to life.

If you want guests leaving with something to rave about, booking the right talent is non-negotiable. The choice depends entirely on your audience and the type of event you’re planning.

Once you’ve nailed down what style of music fits your audience, start building a shortlist of artists to approach.

Think of the Food and Drinks

Food and drinks play a big role in elevating any live music event. Sure, the musicians will set the tone, but guests always enjoy themselves more when there’s something good to eat and drink.

The options depend on the kind of event you’re throwing and who your audience is. Hosting a laid-back folk show with indie performers? A greasy fish-and-chips menu probably won’t match the vibe.

You’ll also need to decide whether food and drinks are included in the ticket price or sold separately. Either way, matching your menu to the atmosphere ensures the whole experience feels cohesive.

How Will You Get Feet Through the Door?

Promotion is one of the most crucial parts of hosting a successful live music event. After all, if people don’t hear about it, they won’t show up.

With so many digital tools at your disposal, there’s no excuse not to spread the word. A strong marketing push ensures you get the crowd you’re aiming for.

Some ideas to build awareness:

• Create a Facebook event and share it widely with friends and followers.

• Post details in local Facebook groups where your target audience hangs out.

• Distribute event flyers in popular spots around your city.

• Launch a paid advertising campaign on Facebook and Instagram.

• Invite micro-influencers to cover your event — often, they’ll promote it in exchange for free access.

Your Next Performance Belongs at Maxwell

Pulling off a live music event means juggling a lot of tasks — budgets, talent, food, drinks, and promotion. But at the heart of it all is the venue. The right setting shapes how the entire night feels.

That’s what makes Maxwell different. It’s not a cavernous concert hall but a Tribeca brownstone where music becomes part of the room, where audiences feel close to the performance, and where artists often linger to share a meal or a conversation afterward. The result is less about putting on a show and more about creating a night that belongs to everyone in the room.

If that’s the kind of experience you want your event to deliver, book a tour of Maxwell. You’ll see how easily the space adapts and why it’s a favorite stage for intimate performances in New York.