Freelance Producer, St Albans - London (contract, commission-only)

As a Freelance Producer for Sofar Sounds, you will be responsible for curating, producing, and promoting live concerts and events to foster a vibrant community in St Albans, London. This entrepreneurial role involves developing local strategy, executing marketing initiatives, securing sponsorships, and expanding Sofar's presence. You will lead artist and venue curation, ensure high-quality event operations, and manage financial performance, all while strengthening the Sofar brand locally.

Must Have

• Curate, produce, and promote concerts and live events.
• Build a strong Sofar community in St Albans.
• Map out and execute local strategy for monthly shows and themes.
• Lead curation and booking of diverse artists and venues.
• Own staffing and quality of shows, ensuring magical experiences.
• Oversee financial performance of events.
• Build relationships with local businesses for sponsorships and private events.
• Identify and build relationships with local organizations for community building and co-promotion.
• Collaborate with the Sofar London team to grow St Albans.
• Strengthen Sofar’s brand in your local community.
• Promote and sell tickets using self-directed local marketing.

Good to Have

• Deep connections to the local scene and active community building.
• 3-5 years experience in live event curation, production, and promotions.
• Experience selling event sponsorships or marketing activations.
• Confidence in pitching ideas to potential sponsors and partners.
• Strong pulse on the city and its neighborhoods.
• Natural connector, excelling at building diverse relationships.
• Understanding of promoting and building strategic alliances.
• Professionalism and ownership in all opportunities.
• Exceptional time management skills and clear communication.
• Ability to work autonomously while remaining connected to the organization.

Perks & Benefits

• Flexible schedule
• Commission-based pay
• Support from the Sofar London team
• Opportunity to work with a global community
• Chance to work with diverse artists and unique locations
• Be part of a team passionate about music
• Commitment to a diverse and inclusive culture

About Us

Sofar Sounds is a global community that connects artists and audiences through unique and intimate experiences. Sofar shows transform everyday spaces — from living rooms and rooftops, to boutiques and museums — into captivating venues for intimate gigs, creating inclusive experiences that bring people closer together. Founded in London in 2009, Sofar creates space where music and arts matter in 400 cities around the world.

Our global team is distributed across the US and UK, and is backed by some of the best-known consumer industry investors (TCG, Battery Ventures, Union Square Ventures, Octopus and others).

The Role

As a Freelance Producer, you’ll curate, produce, and promote concerts and other live events to build a strong and vibrant Sofar community in St Albans. You’ll be a true Sofar ambassador – mapping out the strategy for St Albans and supported by the Sofar London team as you produce exceptional events, conceptualise and execute local marketing initiatives, sell local sponsorships and private shows, and expand Sofar’s footprint.

Our Producers have strong business sense, maintain a keen awareness of cultural trends, and have communities that they can easily tap in to organise amazing live events (including performers, unique locations, sponsors, etc.). They’re entrepreneurial, resourceful, and driven; whether it’s figuring out how to creatively sell tickets or dealing with a live event curveball, they know how to get things done and thrive on the challenge.

*Please note that our Producers are freelancers who earn commission-based pay. It will allow for a flexible schedule, but your activities will likely take place over weekends and evenings.

What you'll do:

• Strengthen Sofar’s brand in your local community, promoting and selling tickets in your town with self-directed local marketing tactics.
• Create a vision to build and execute your town’s strategy - number of monthly shows, neighborhoods, show theme ideas, etc.
• Lead curation and booking for experiences, with support from the London booking team, with the highest-quality, diverse set of artists and venues, continuing to grow our networks, as needed.
• Own the staffing and quality of shows in your local market, working to ensure magical experiences that are rooted in hospitality
• Oversight of financial performance, ensuring financial success and health of every event
• Build relationships with local businesses to drive sales of sponsorships and private events
• Identify and build relationships with local organisations with like-minded audiences to build community, broaden our reach, and co-promote shows.
• Collaborate with other local leaders and the wider Sofar London team to grow St Albans through diverse experiences that generate buzz and amplify Sofar’s brand awareness.
• Support the wider Sofar business by ensuring high-quality curation and seamless event operations for inbound partnership opportunities that elevate the Sofar brand.

Who you are:

• You have deep connections to your local scene and play an active role in building community around it
• You have 3-5 years of experience in live event curation, production, and promotions
• You have experience selling event sponsorships or marketing activations, preferably in the live events or experiential marketing space
• You’re confident pitching ideas and event concepts to potential sponsors and partners.
• You have a strong pulse on your city, the unique nature of each neighborhood, and where people like to spend their free time
• You’re a natural connector and excel at building relationships with diverse community-driven organisations, media partners, or local businesses that would add strategic and financial value to your vertical's growth
• You understand how to promote and build strategic alliances that will ultimately sell more tickets at our shows
• You take pride in your work and approach every opportunity with professionalism and ownership, ensuring the best experience for artists, venues, partners, and guests.
• You have exceptional time management skills and are a clear communicator
• You can work autonomously, but understand the importance of remaining connected to the broader organisation

Our Producers earn commission-based pay on a per-show basis. Please note compensation varies based on ticket prices, show volume, and event performance, with ranges from £120-£400+ per event.

Our global Sofar team is deeply passionate about music and the work we do. When we’re not working, you can probably find us at a live show or telling anyone in earshot about the new song we can’t stop listening to.

If our mission and job opening resonates, you're encouraged to apply even if your experience doesn't precisely match the job description. We are committed to creating a culture of belonging and building a diverse team that reflects a variety of lived experiences, perspectives, and skills.

We may use artificial intelligence (AI) tools to support parts of the hiring process, such as reviewing applications, analyzing resumes, or assessing responses. These tools assist our recruitment team but do not replace human judgment. Final hiring decisions are ultimately made by humans. If you would like more information about how your data is processed, please contact us.