Artists and venues can now create their own events on Sway
No promoter page needed: an artist or venue page creates, organizes and sells its own events.
Until now, an event on Sway had to belong to a promoter page. An artist throwing their own party or a venue programming its own night first had to create a promoter page, just to publish an event.
That step is gone. An artist page or a venue page can now create and organize events itself.
What changes
- In the Sway web app, open Backstage and create an event. In the Organizer field, pick your artist or venue page.
- Switch on Sway Tickets to sell tickets. The money goes to the payout account connected in your page's Payouts tab.
- When you publish the event, people who follow your page on the Sway app get a notification.
- The team that manages your page manages its events too, with the access it already has.
Organize together
An event can have several organizer pages. From the event's settings, invite another promoter, artist or venue page to co-organize it. The invitation takes effect once one of that page's administrators accepts it.
When an event has several organizer pages, choose in its Payouts tab which page sells the tickets and receives the money. Until a seller is chosen, that event cannot sell tickets.
What stays the same
Promoter pages work exactly as before. Existing events keep their organizers, their tickets and their payouts.
Where to start
The change is live in the Sway web app, and the Sway mobile app gets it in its next update. The step-by-step guide is in the events documentation.
Frequently asked questions
Do I still need a promoter page?
Can an artist and a venue organize the same event?
Who receives the ticket money when there are several organizers?
Do my followers hear about my events?
Last reviewed 10 November 2026
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