Be prepared to attend a trade fair or market.


Recommendations to make the most of internationalization opportunities.

Nowadays, fairs and markets play a crucial role in the growth of artists. We share below some keys to understand its importance and know the necessary skills to participate in its exhibitions, meetings and business opportunities.


Musicians, both solo artists and bands, dedicate time, effort, financial resources and creativity to develop their style, tools and formats that allow them to promote themselves and be recognized in the local market.


However, when it comes to making the leap to other markets, important questions arise: How to move forward? How to grow? What are the steps to follow?


Undoubtedly, accessing music fairs and markets is one of the most demanding challenges that require additional effort, the development of new skills and a deep understanding of one’s own limits and potential. Therefore, in this informative capsule, we will offer some recommendations, guidelines and tools that you should consider in order to make the most of these professional development opportunities.

Sale vs. development

To understand the position of our project in the vast “ecosystem” of the music market, it is essential to address one of the fundamental concepts: the distinction between the sale and the development of an artist or musical group.


When we are looking to “sell” dates, concerts and performances, we are considering that our project, which we will call “product” from now on, has the potential to attract a certain audience. The continuous expansion of our product in the market facilitates the sales process, and those responsible for carrying out these “sales” are in charge of meeting the demand and satisfying the expectations of buyers and stakeholders.

On the other hand, focusing on “project development” implies going beyond simple sales. It requires exhaustive market research and the identification of the ideal circuit for our music, with the objective of securing more concerts and presentations. Unlike the previous sales task, in this instance, it is the artist himself who must collaborate with those in charge of leading the growth of our group or band, whether a member of it or not.


This second “product development” option is mainly associated with groups or solo artists that identify with “niche” music genres, i.e. those that have distinctive features that separate them from the rest of the market. Recognizing that our product may have “niche” characteristics allows us to be more creative in its promotion and to better understand the relationship with its audience. In this way, we will be able to approach our proposal effectively and communicate the singularities of the project clearly and convincingly to the press.

Participation advises

In order to successfully participate in these events, it is essential to have a series of strategic elements and details:

  1. Definition of style: It should be possible to summarize the style of the artist, group or soloist in a single sentence and establish connections with well-known artists, both locally and internationally.
  2. Short biography: have a biography that does not exceed one page and that is striking and, if possible, in several languages.
  3. Press references: Compile brief reviews that include press opinions and links to the media mentioned.
  4. Discography: Have at least one album released, although some markets may require a minimum of two.
  5. Live videos: Have high quality live videos, preferably more than one, posted on platforms such as YouTube or Vimeo.
  6. Stage plan: Have a detailed description of the group’s staging, including technical specifications.
  7. Sound and Backline Rider: Detail the technical sound needs, as well as the need for additional equipment required.
  8. Tour party: Indicate the number of people traveling to the event, including musicians, tour manager and sound technician, if necessary.
  9. Photographs: Have high quality images available for the press.
  10. Live photos: Having photos from live performances
  11. Costs and expenses: Know and be able to provide the cost of a performance, as well as additional expenses such as airfare, lodging, per diem and food. This information, although not specifically required, is essential for event management.
  12. Contact information: Identify who will be responsible for the group or artist, who will represent them during formal or informal meetings at the event and who will be in charge of sending relevant information after the market.

Preparing these elements properly is crucial to maximize opportunities at these events and stand out in the music industry.

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