Live Events and Promotion (England)

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Framework details

Framework ID: FR00990
Issue number: 5
Issued: 26 September 2011

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Live Events and Promotion (England)
(PDF document 2.44 MB)

Issued by
Creative and Cultural Skills

Contact name: Amanda Stubbins
Telephone number: 0207 015 1801
Please download the framework for email contact information.


Live Events and Promotion involves everything to do with putting on a show or event from promoting the event to staging it. Live events can be indoor or outdoors, one off events or tours and small to large scale productions.

There has been a growth in live outdoor and other special events often on a grand scale - Proms in the Park, Glastonbury, O2 Arena - which have had to use unqualified and untrained staff to build temporary or travelling stages and run spectacular events.

The growth in the ‘live’ sector means that new staff need to be attracted to the industry and existing staff need to be upskilled in technical, artistic and administrative roles including:

  • Assistant to Artistic Directors
  • Stage Management
  • Production Management
  • Technical Management
  • Artist Management
  • Contracting/Licensing

The Live Events and Promotion industry is part of the wider creative and cultural sector which is experiencing a number of challenges that need to be addressed if businesses are to attract new talent into the industry and to replace those who leave or retire. Challenges include:

  • over half of employers have recruitment issues because applicants lack experience, and about a quarter say that applicants lack the right specialist skills for the job;
  • companies often recruit from the rich over-supply of general arts graduates and miss out on the wider pool of talent available from other areas of study or those without formal qualifications;
  • the future workforce is composed of a large pool of ‘qualified’ potential recruits who do not have the specific ‘associate professional and technical’ skills that nearly half of jobs require – these are the jobs where there is predicted growth over the next seven years;
  • skills gaps in the current workforce can lead to existing business being lost through poor delivery or impossible pressure on the workforce and they need to find time for and finance training;
  • skills gaps include ICT, Marketing/Advertising and PR, Technical Skills, Business Development, Administration, Finance and Accounting, Digital Skills, Sales and Management;
  • management skills are required to run complex creative organisations often ‘not for profit’, or with complicated stakeholder managements (e.g. subsidy, LA, sponsorship) and a need for progression pathways to enable staff to progress quickly from practitioner, supervisor, manager and to CEO;
  • the industry is predominantly young and white; nearly 50% of the workforce is under 40 years of age, and evidence suggests that people drop out of the sector in significant numbers in their thirties and forties;
  • the availability of finance and the ability to support investment in skills is key to the development and growth of the industry. 92% of creative and cultural organisations are micro-businesses (employing less than 10 people) and ensuring sufficient finance is in place to support all aspects of the business can be challenging.

Amongst the future skills needs for the creative and cultural sector are:

  • Administrative skills
  • Business skills
  • Creative expertise
  • Digital skills
  • Finance/ accounting
  • Foreign language skills
  • Freelance Skills
  • Fundraising
  • ICT skills
  • Management
  • Marketing
  • Online skills
  • Teaching skills

Employers are keen to increase the level of work based learning in order to change the culture of graduate recruitment to the industry. They have helped to design the qualifications in this Level 2 and 3 Apprenticeship programme to ensure that it meets their current and future skills needs and at the same time, meet the requirements of the Specification of Apprenticeship Standards for England. 

This Intermediate Level Apprenticeship is suitable for those working in an administrative and/or support capacity in areas as diverse as indoor or outdoor events, one-off events or tours and small to large scale productions, it addresses common skills and knowledge required in all aspects of putting on a show or event. Apprentices will train as:

  • Venue and Stage Crew Support road in, breakdown and load out equipment for a live event, safely supports the set up of the stage, instruments, sound and lighting for the live event
  • Sales and Marketing Assistant supporting publicity activities and contribute to the production and distribution of publicity for live events, assist in the production of press releases and present live event ticket sales information
  • Booking Agents Assistant supporting  the setting up of live events for artists, provide administrative support and contribute to the preparation of contracts for live events

Advanced Level Apprentices undertake activities to secure funding for a live event, support the licensing and permissions application processes, research and assess the appropriateness of venue, contribute to the preparation of contracts and will train as: 

  • Music Promotions Assistant
  • Events Promotions Assistant
  • Events Assistant
  • Events/Entertainment Officer
  • Production Assistant, supporting the Production Manager to coordinate budgets, supporting the preparation of the performance and identifying suppliers. 

Download framework

Live Events and Promotion (England)
(PDF document 2.44 MB)