The Changing Position of Grassroots Promoters in the Electronic Music Industry

Within the electronic music scene, grassroots promoters play an indispensable role. They organize small-scale events, build local communities, and provide space for emerging artists and experimental music movements. However, these promoters are increasingly coming under pressure. For the master’s programme Music Careers, Industries, and Lives, students Pierre Bentz, Octavia Georoceanu, Lorenza Incitti, Gheorghe Septelici, Elizabeth Tihomirova, and Isabella Vierkant of the University of Groningen, in collaboration with the Association for Electronic Music (AFEM), investigated the current position of grassroots promoters within the international electronic music scene.

For the study, the students analyzed existing literature on the electronic music industry and distributed an international survey through AFEM’s network. They examined the challenges grassroots promoters around the world are facing, including rising costs, limited access to venues, increasing competition from large commercial players, and the influence of social media and digital platforms.

The results show that many respondents have observed a decline in grassroots promoters over the past five years. Financial risks in particular play a major role: more than eighty percent of respondents indicated that financial insecurity is a likely or very likely aspect of the work of grassroots promoters. A lack of knowledge sharing and structural support within local music scenes was also frequently mentioned. Respondents therefore emphasized the importance of practical tools, stronger networks, and greater collaboration within the sector.

In addition, the study demonstrates that social media simultaneously creates opportunities and new inequalities. While online platforms make it easier to promote events and build communities, algorithms and paid promotion often widen the gap between large organizations and smaller grassroots initiatives.

With this research, the students provide an international exploration of the position of grassroots promoters within the electronic music scene. The study not only highlights their cultural value for local music scenes, but also shows how vulnerable this sector has become. According to the students, greater attention is needed for sustainable support structures and a fairer distribution of financial risks within the live music industry.