Create a Promoter Page

How to create the promoter page that your events, your team and your payouts hang off, on the Sway web app.

A promoter page is the account your events belong to. It holds your team's permissions and, if you sell tickets, the payout account the money arrives in. You need one before you can create an event.

Search before you create

Search for your name first. Promoters are often already on Sway because someone published an event and credited you. If yours is there, claim it instead — creating a second page splits your events and your followers across two profiles.

The form checks as you type too. Pages that already look like yours are listed under Similar existing pages, below the Name field, each with a View link. Read that list before continuing.

How to create the page

Open the guided setup, which opens the form for you at the right moment, or click Set up a page in the header of the Manage screen.
Choose I'm a Promoter.
Choose Create a new page. The form opens inside the guide, under Create your promoter page.
Click the Cover image square, pick a file, then crop it.
Enter the Name, and read the similar pages the form lists underneath.
Optionally write a Description.
Tick the confirmation above the buttons.
Click Create.

What happens next:

The promoter page is created on Sway.
You are automatically added as its Admin — full control, including inviting other people.
Your acceptance of the Terms and the Privacy Policy is recorded against this page.
You land on the new page, and the guided setup moves on to its next step.

Form fields

Field	Required	Notes
Cover image	Required	Square, JPG, PNG or WebP, 10 MB maximum. Click the square to pick a file, then crop it. This is the avatar shown on your page, on every event you organise, and in search results.
Name	Required	The public name of the promoter, collective or organisation. As you type, Sway checks for pages that already look like yours and shows them underneath.
Description	Optional	Who you are, what you programme, where you are based. Editable later.

Create stays disabled until the cover image, the name and the terms confirmation are all in place.

The terms confirmation

The checkbox above the buttons is what unlocks Create. You confirm that you have the authority to bind this page, and you accept Sway's Terms & Conditions and Privacy Policy in its name and in your own.

This is not the same as the acceptance you gave when you created your account. Running pages on Sway carries obligations of its own, so the confirmation is recorded per page, with the version of each document you agreed to and when.

Events do not ask for it again: they belong to a promoter who has already given it.

After creation

Once the promoter page is created, you can:

Create events under this promoter. See Create an Event.
Connect payouts and sell tickets. See Guided setup, which walks you through Stripe.
Invite your team, with the right level of access. See Permissions.

From the mobile app

The same page can be created from your phone, with the same fields: Create a promoter (mobile app). Payouts and ticketing remain web only.

Running the page

Creating it is step one and takes a minute. Everything after it, in the order it actually happens, is mapped in Running a Promoter Page: connect payouts before anything is announced, then create events, then reach the audience they bring you. It also lists every row in the promoter sidebar and what opens each one.

Guided Setup

How to use the guided setup that takes you from an empty account to a working page, on the Sway web app.

Create an Artist or Venue Page

How to create an artist or a venue page on the Sway web app, and why searching first matters.