As part of the producer interviews we asked how much time and money was spent promoting live music across several categories (mainstream media; community media; street and online music press; social media; email databases; posters and flyers; other online media; and other). By volume, the greatest expenditure of time and money was apportioned to social media, street press, posters/flyers and other. The most time (41.2 per cent) was spent on social media, and most money on ‘other’ (37.3 per cent). Only two venues reported spending money advertising their live music offerings in mainstream media but both had a monthly spend of more than 2,000 dollars. This likely reflects a diversity of audiences, profile and business models at play among venues. By contrast consumers reported relying mostly on word of mouth for information on live music events, followed closely by social media, with other online sources more important than traditional media. ‘Other’ spending mostly comprised out-sourcing promotional activity to a third party and, alongside producer responses to other questions, suggests much of the promotion of live music is not handled by venues. Where a third party is not directly employed, some or all the responsibility, and costs, of promoting live music typically fell on bands and promoters.