Sofar Singles Producer + Promoter - London at sofarsounds in London

Job description

• For two years, Sofar Singles nights have brought people together around live music, with events ranging from 80 to 300 guests. The format works: great music, a relaxed room, and a low-pressure IRL way to meet someone that is far more enjoyable than swiping. Now we want to make it one of London's go-to nights for single people, with consistently sold-out shows every month, in the city where Sofar began.
• As London Singles Producer, you'll curate, produce and promote Sofar's singles events from end to end. You'll set the vision, shape the guest experience, book the artists and venues, and fill every room.
• This role is about building your own audience, not borrowing ours. You'll bring or build your own promotional channels, such as social accounts, communities, mailing lists, partnerships and on-the-ground networks, and grow ticket sales through them. While Sofar London’s marketing channels will support your efforts, you won’t be relying on them.
• You'll also own one of the most important parts of a great singles night: a balanced room. Attracting men consistently is the hardest part of singles events, and it's where this role will make or break. We want someone who has clear, practical ideas for solving it and will test and refine them every month.
• Note: Currently, these events are predominantly targeted toward heterosexual singles, but we welcome all genders and sexual orientations. We would be interested in exploring opportunities for Queer singles nights with the right candidate, but it’s not a requirement for this role.
• You live and breathe community experiences. You're always discovering unique venues, formats and ideas that create real connections, and you have networks you can tap into to make events happen. Like all Sofar Producers, you're entrepreneurial, resourceful and driven. Whether it's a creative ticket push or a day-of-event curveball, you make things happen and thrive on the challenge.
• Our Producers are freelancers who earn commission-based pay. Your schedule is flexible, but much of the work takes place on evenings and weekends.

Responsibilities

• Own and grow Sofar Singles in London
• Build a vision for London's singles programming, covering monthly show volume, neighbourhoods, themes and formats, and work with the Global Communities team to put it into action.
• Take full ownership of ticket sales and profitability for every show, tracking performance to ensure healthy, sustainable growth.
• Build and run your own promotional engine
• Create and grow independent channels to sell tickets, such as dedicated social media accounts, community groups, mailing lists and WhatsApp/Telegram communities.
• Run self-directed marketing, including content creation, influencer and creator collaborations, paid social, guerrilla and street-level activations, and word of mouth.
• Identify key audience segments across London and reach each one with the right message, channel and event format.
• Build co-promotion partnerships with community organisations, collectives, clubs, brands and local networks whose audiences align with ours.
• Deliver consistent gender balance, with a focus on attracting men
• Design and run a dedicated strategy to reliably bring men to every event, and track its results month to month.
• Build partnerships with communities and spaces where single men already spend their time, such as run clubs, sports leagues, climbing gyms, cycling groups, tech and professional networks, and hobby communities.
• Develop messaging and creative that appeal to men, for example leading with the music, the night out and the low-pressure atmosphere.
• Use referral and bring-a-friend schemes, ticket release strategies and targeted campaigns to manage the gender mix in the lead-up to each show.
• Monitor ratios in real time and adjust promotion before the event, not after.
• Curate nights where people actually connect
• Design event flow, activities and icebreakers that help guests meet and connect naturally, never forced.
• Use your knowledge of London's dating and social scene to choose venues, programming and atmospheres that feel welcoming and resonate with each audience.
• Lead curation and booking with a high-quality, diverse mix of artists and venues, and grow those networks over time.
• Own the quality of every event, making each night feel special, engaging and rooted in hospitality.
• Collaborate and grow the business
• Work with the Sofar London team to align on event cadence, neighbourhoods and audience development, and to find cross-promotion opportunities that complement your own channels.
• Share learnings with the Global Communities team and help shape Sofar's singles initiatives more broadly.
• Build relationships with local businesses to drive sponsorships and private event activations tied to singles events.

Requirements

• You have 1–3+ years of experience in event production, promotion, nightlife, live event curation, community building, social media marketing, sales or partnerships. Experience with singles mixers, speed dating or connection-driven events is a strong plus.
• You already have an audience or network you can activate, such as a following, a community, a promoter network or strong partnerships, and you know how to build more from scratch.
• You have a proven track record of selling tickets through your own channels.
• You've organised, attended or taken part in singles events, and you have a strong instinct for which activities, environments and icebreakers feel natural and which feel forced.
• You have concrete, tested ideas for attracting men and keeping rooms balanced.
• You're deeply tapped into London's social and dating culture: the neighbourhoods, venues and experiences that resonate with different age groups, identities and communities. You know different groups may want very different experiences, and you segment audiences thoughtfully.
• You're a frequent event-goer who naturally scouts venues, formats and partners. You approach this work holistically, not just through a music lens.
• You're comfortable putting yourself out there to make others feel at ease and create a genuinely welcoming atmosphere.
• You're adaptable, reflective and feedback-driven. You question what works, what doesn't and why, and you pay attention to how different genders, identities and orientations might experience the same event.
• You're commercially minded and data-driven. You track results, drop what doesn't work and double down on what sells.
• You're confident pitching event concepts and partnership ideas, ideally with some experience securing sponsorships or marketing activations.
• You bring professionalism, ownership and hospitality to every interaction with guests, partners, venues and collaborators.
• You're highly organised, a clear communicator, and thrive working independently while staying connected with the wider Sofar team.

Skills

Required

• Event production
• Promotion
• Nightlife
• Live event curation
• Community building
• Social media marketing
• Sales
• Partnerships
• Audience building
• Ticket sales
• Marketing
• Content creation

Preferred

• Experience with singles mixers
• Speed dating
• Connection-driven events

Benefits

• £100 - £2,500 a month
• Our freelance producers are compensated via a profit share from their events.