How you treat the artists and performers at your event directly affects the quality of the show they deliver. An artist who arrives to a well-organised backstage area, is greeted by a competent liaison, has their rider met, and feels looked after will give a better performance than one who arrives to chaos, cannot find anyone in charge, and has to ask for basic necessities. Artist liaison and hospitality are not luxuries; they are operational essentials that protect your investment in talent and enhance the experience for your audience.
What is artist liaison?
Artist liaison (sometimes called artist relations or artist management) is the function responsible for looking after performers from the moment they arrive at the venue until the moment they leave. The artist liaison officer is the single point of contact between the performer and the event organisation. They handle logistics, resolve problems, communicate information, and ensure that the performer's experience is as smooth and positive as possible.
At small events, the organiser may handle artist liaison personally. At larger events with multiple performers, a dedicated artist liaison team is essential. For festivals with dozens or hundreds of artists across multiple stages, a structured artist liaison department with a head of artist liaison, individual artist liaisons assigned to each act, and support staff is standard.
Before the event: advance preparation
The rider
The hospitality rider (distinct from the technical rider, which covers sound and lighting requirements) is a document provided by the artist or their management specifying what the performer requires backstage. This typically includes food and drink requests (specific items, dietary requirements, quantities), dressing room requirements (furniture, mirrors, temperature, privacy), transport requirements (parking, shuttle service, vehicle access to the stage), guest list allocation, and any other specific needs.
Riders range from modest (a few bottles of water, some fruit, and a clean towel) to extravagant (specific brands of champagne, particular types of candles, flowers in specific colours). Meet the rider as closely as you can. If certain items are unavailable or impractical, communicate this to the management in advance and offer alternatives. Most artists and their management are reasonable when approached professionally and with notice. Surprises on the day are what cause friction.
Advance communication
Establish contact with the artist's management or tour manager well before the event. Provide them with all the information they need: the event schedule and the artist's set time, directions to the venue and parking arrangements, load-in and sound check timings, contact details for the artist liaison and the production team, and site maps showing backstage areas, stage access, and key facilities. The earlier you share this information, the smoother the day will be. Last-minute scrambles for basic logistical details are a sign of poor advance work.
Dressing rooms and backstage facilities
The quality of your backstage facilities makes a strong impression on performers and their teams. At minimum, provide a clean, private space where the artist can prepare before their performance and relax afterwards. The space should have adequate lighting and a mirror, comfortable seating, a clothes rail or hooks, power sockets for phones and equipment, and temperature control (heating in winter, ventilation in summer).
For larger events with multiple artists, separate dressing rooms are ideal. Where this is not possible, a shared green room with a dedicated private space (even if it is just a curtained-off area) for the headliner is a workable compromise. Keep the backstage area clean and tidy throughout the event. A messy, neglected backstage sends a message that you do not care about the people performing at your event.
On the day: the liaison role in action
The artist liaison should greet the performer or their tour manager on arrival and be their guide and problem-solver from that point forward. Key tasks include showing the artist to their dressing room and confirming that the rider has been met, coordinating with the stage manager on timings for sound check and performance, managing the guest list and wristband distribution, handling any issues that arise (equipment problems, schedule changes, personal requests), providing time calls in the lead-up to the performance, and ensuring the artist has everything they need for the performance itself.
A good artist liaison anticipates needs rather than waiting to be asked. If it is raining and the artist needs to walk from the dressing room to the stage, have an umbrella ready. If the set time changes, communicate it immediately. If the sound check is delayed, provide a realistic updated timeline rather than a vague "soon."
Common hospitality standards
Even if an artist does not provide a detailed hospitality rider, there are baseline standards that a professional event should meet.
Hot and cold drinks should be available backstage at all times, including tea, coffee, water, and soft drinks. A selection of food appropriate to the time of day should be provided: breakfast items for morning arrivals, lunch for midday performers, dinner for evening shows. Accommodate dietary requirements when you are aware of them; having vegetarian, vegan, and gluten-free options as standard is good practice. Fresh fruit, snacks, and a reasonable selection of alcoholic drinks (unless the rider specifies otherwise) round out a solid backstage offering.
Clean towels in the dressing room are a simple touch that makes a big difference, especially for performers who will be physically active on stage. A full-length mirror, good lighting, and a clean private toilet (or at least priority access to facilities away from the public) are also important.
Managing artist expectations
Not every event can provide five-star hospitality. Budget constraints, venue limitations, and the scale of the event all affect what is possible. The key is to be honest and communicative. If you cannot meet an element of the rider, say so in advance and explain why. If your backstage facilities are basic, set expectations accordingly rather than making promises you cannot keep.
Most artists and their management understand that a community festival in a park cannot offer the same backstage experience as an arena tour. What they do expect, reasonably, is professionalism, courtesy, and a genuine effort to make them comfortable. Meeting these expectations costs relatively little but builds goodwill and reputation that pays off when you are booking acts for future events. Being known as an organiser who looks after artists makes it easier to attract talent, secure favourable deals, and build long-term relationships with agents and managers.
After the performance
Artist liaison does not end when the last note is played. Ensure that the artist has access to their dressing room after the performance, that their merchandise is accounted for, and that their transport arrangements are confirmed. If there is a meet-and-greet or signing session scheduled, coordinate with the artist's management on timing, location, and security. Help the crew with load-out if needed, and ensure that the artist's payment arrangements are in order (if settlement is due on the day, have it ready).
A follow-up thank-you message to the artist's management after the event is a professional touch that is rarely done but always appreciated. It reinforces the relationship and sets a positive tone for future bookings. Understanding the wider role of agents and promoters in the booking ecosystem helps you appreciate why these relationships matter.
Artist liaison and hospitality are about respect. You are asking performers to travel to your venue, prepare in your facilities, and deliver their art to your audience. The least you can do is make that experience as pleasant and professional as possible. The events that do this well are the ones that artists remember fondly and want to return to, and that is good for everyone.
