The paper explores the role of promotion in the organization of musical events. The aim of the paper is to investigate the role of marketing and promotion in the music industry, and the influence of promotion on the success of music events. The use of promotional tools, their role and importance in making a purchase decision, and the role of social networks and influential persons in communication with the target audience are investigated. The work consists of a theoretical part in which the investigation is based on the research of primary and secondary sources, while the second part consists of an empirical research conducted by distributing appendix online, on a sample of 130 respondents (N=130). The research leads to indicative information about the participants on music festivals, the way of informing about music events and the like. In the preparation of the theoretical part of the work, data was collected from professional literature, scientific journals, professional books and Internet sources. The basic instrument of the research is a highly structured survey questionnaire, and the data were processed using the method of descriptive statistics and correlation analysis. The results of the research indicate the preferences of the target consumer segment, which are related to the promotional activities of the music festival.