Before joining Live Nation Czech Republic as a junior promoter, Tereza Odehnalová wore lots of different hats.
After graduating from Prague’s Charles University in 2017, she trialled journalism, copywriting, social media editing, music production, ticketing management, and freelance booking before finding her “true calling” in concert promotion.
Since joining Live Nation nearly two years ago, Odehnalová has been instrumental in booking and promoting emerging and established international artists. She’s brought in acts like Tate McRae, Chase Atlantic, Falling In Reverse, The Driver Era, Toro y Moi, and Joost to venues across the country.
For the latest edition of Rob My Job, Odehnalova details the path she took to get to where she is today, and some lessons she learned along the way.
How did you get into the music industry? Describe the path you took to where you are today.
I have always been a huge fan of music, as a child I even wanted to become a singer and took singing lessons for a while. When it was time to go to university, I chose a journalism programme, but soon realised it was not for me.
Being around friends in bands sparked the idea of organising gigs, which I started doing as a hobby while working as a social media editor and copywriter for a fashion startup. Eventually, I turned this into a career and landed a job as a ticketing and office manager at a promoting company. This opportunity opened up a whole new world for me, helping me evolve into a more ambitious person and discover my true passion for the industry.
I later became the head of music programming and production at Kasarna Karlin, a small alternative venue. It was a great experience for me, and I could see the venue thriving. Then, ready for my next step forward, I applied for a job at Live Nation.
What does the Junior Promoter job role entail?
I was hired to focus on new and emerging artists at Live Nation Czech Republic, which was a fast becoming a priority for our team. The position of junior promoter requires patience, determination and a commitment to learning from the best in the business, which my bosses, director Robert Porkert and senior promoter Filip Hrbek,
certainly are. Every day I’m learning, while also bringing my own opinions and ideas to the table.
What are the key strengths and skills that help you excel in this role?
For me, it’s dedication and passion for the job. It can be a fast paced and overwhelming business, but what helps me is realizing that it’s still all about the music. Being educated in the music industry takes a lot of work, and I love keeping myself updated on all the trends, taking care of the artists, we decide to promote, maintaining good relationships with agents, and meeting them at showcases and events such as ILMC. One key strength is, of course, having common sense and being organised.
“It can be a fast paced and overwhelming business, but what helps me is realizing that it’s still all about the music”
Can you tell me about a recent event you promoted that you’re particularly proud of?
I am very proud to have brought Creed Bratton to perform two sold-out shows in Prague recently, which, as a huge fan of The Office, felt almost unbelievable. I was also thrilled to book Cobrah, a fantastic Swedish artist who is emerging as a huge star; this was one of my first shows with Live Nation. Last but not least, I booked a show for Joost, which was a rollercoaster due to his Eurovision story and his significant growth – we went from a 700-capacity venue selling out within minutes to a 4,000-capacity venue that has been sold out for weeks now.
There are so many other artists I am proud to work with. Being part of the Live Nation CZ team also means working with global stars like Billie Eilish, Travis Scott, Tate McRae, Melanie Martinez, Troye Sivan, and absolute legends like Bruce Springsteen or The Smashing Pumpkins, which makes me incredibly proud.
Tell us about a mistake you’ve made on the job.
It takes a lot of experience to learn what trends are effective and what type of music works for the live music industry – this is a field I’m still exploring. I’ve learned that working with analytical tools can really help you get to know your audience and how to be in the right place at the right time. It is crucial to have self-reflection and humility and to acknowledge different ideas and advice from more experienced colleagues.
What advice would you give to someone looking to break into the promoting side of the industry?
I would emphasise the importance of starting small, sticking with what you believe in, and just doing it. Take action, whatever that means to you – sometimes things won’t go according to plan but take time to appreciate the experience and learn from mistakes. Networking is vital; connect with industry professionals and start building relationships. Be open-minded towards new things and stay informed and educated.
Where do you see yourself headed in the next 5 years?
I just want to be a great promoter! I envision myself as a promoter at Live Nation, working at a high skilled and professional level by staying true to the advice I shared: being proactive, continuously learning, and building strong relationships within the industry.
