Marketing & promotion is a cost to the concert promoter in most concert deals. Concert promoters would also seem to have a simple job when it comes to marketing and promotion. Only fans of a particular artist will be interested in buying tickets to see that artist perform. However, a music fan will rarely make a “like-for-like” choice when it comes to purchasing concert tickets. She will want to see her favourite artist in concert and probably won’t want to see a “substitute” artist. This chapter explores how concert promoters can reach fans and differentiate their offering, especially when promoting open-air festivals.