Designed and delivered by event industry professionals. Join our beginner-friendly workshop designed for those new to digital marketing for music events.
Learn how to create a digital brand, a social media content strategy, how to understand your audience, the basics of digital ads and the importance of websites and search engines. The focus of the workshop is on strategic planning to ensure you have everything in place for delivering and managing a promotional strategy with ease, building a community and ultimately selling tickets to your events.
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Sarah Unwin is a digital specialist, educator, and producer with a strong background in live music events, digital culture, and creative technology. She has worked extensively across festivals, music venues, and cultural programmes, combining strategic digital marketing with creative production.
As a lecturer at BIMM University and the University of Salford, Sarah leads modules on digital strategy, content design, and project management for the music and events industries. She also works as a digital education specialist, designing interactive learning content and developing digital teaching strategies. Her research explores emerging technologies in education, including AI tools for neurodivergent students and video games as vocational training for the live music industry.
Sarah has extensive experience in the live music sector, having managed The Ruby Lounge, a renowned Manchester music venue, and worked on festivals and events including Parklife, Sounds from the Other City, Kendal Calling, In the City, SWAP Festival, and VIP Nation tours. She has also produced large-scale exhibitions, public art commissions, and experimental digital works collaborating with institutions such as FutureEverything, HOME Manchester, the Great Exhibition of the North. In addition, she has played a key role in artist development and innovation programmes, supporting creatives in adopting digital and interactive technologies working with partners such as Manchester International Festival. Currently, Sarah leads marketing and funding development for Live at St. Mary’s.
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1.45 - 2.00: Arrivals
2.00 - 4.30: Workshop (including a break with refreshments and snacks)
5.00: We invite you to re-join us at St Mary's for a behind-the-scenes look at the production setup and soundcheck for our gig that evening
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Please bring your laptop or tablet device with you for the session to participate in the activities.
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The venue has step free access. Inside the venue is an accessible lift to access all floors and an accessible toilet.
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We have set the age as 18+ to ensure that the workshop is pitched at a level that is appropriate for adult participants. Our workshop leaders are DBS-checked.
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Some understanding and curiosity about events, the live music industry and marketing is useful, but prior experience is not required. If you have worked on music events, the workshop will still be valuable, covering industry best practices to help refine your approach and expand your knowledge. Please be aware that although this workshop is suitable for marketing beginners, you must have a user-level understanding of social media applications and be comfortable using computers.