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Check How 'The Black Promoters Collective' Embraced ‘The Culture’ – And Earned a $60M Quarter


The Black Promoters Collective's team members and some of the artists that they promoted concert tours 2022, Maxwell, New Edition, Patti Labelle, Mary J. Blige
The Black Promoters Collective's team members and some of the artists that they promoted concert tours 2022, Maxwell, New Edition, Patti Labelle, Mary J. Blige. Image source(s): Billboard, https://www.billboard.com/pro/black-promoters-collective-concert-tours-new-edition-maxwell/; https://blackpromoterscollective.com

Highlight: Typically concerts are often promoted by one promoter, sometimes this is a single person, a family or a small team/company. This changed when a group of veterans came together to form a company called 'The Black Promoters Collective' which earned $60M in the first quarter of 2022.

Context: It has been said that Black people don’t work together, well…it has also been said that the proof is in the pudding, and this is some good eating. “The Black Promoters Collective” is comprised of veterans that came together in order to share resources, costs, experience, and skillsets. The company landed huge earning numbers during the first quarter, the first three months of 2022. The first three months featured tours for New Edition, Maxwell/Anthony Hamilton/Joe and Patti LaBelle.


Tips & lessons to be learned from this story for current and rising Culture Leaderz:

  • Collaborate - defy the lie that you need to work alone. It isn’t true and it doesn’t take you further. An African proverb says, if you want to go fast, go alone if you want to go far, go together. Make a list of potential collaborators and projects that you can collaborate on together.

  • Focus - if possible focus on 2-3 projects that your new collaborative can focus on. It will make it easier to get the actual project done and the focused attention can free up your brain’s resources for excellence instead of confusion.

  • Build - after focusing, plan - map out the key steps, milestones, and start building. Go hard and don’t look back!

Key questions & next steps to use on your own:

  • Trust - who in your peer set would you let house sit or care for your kids? If you don’t trust someone enough to watch those, then they may not be the best fit to watch and touch your business.

  • Non-Compete - who do you love connecting with or partnering with in other ways? It may not seem intuitive but people that touch your business or your life but who are not direct peers can be great collaborators. Is there a network of barbers whom you love but never thought to collab. on promo efforts with? Do you have a friend who is amazing in tech that could support your new promo site while you gift your art to their own promotions?

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