A simple but subterranean truth of live music marketing is that the shows that get posted about (organically) the most, by artists, promoters, and media alike, are the ones that need the most help: the ones that aren't selling well. Posting is descriptive, not prescriptive, of the outcomes; by that I mean there's little to no truth anymore in, say, "Let's post about it a lot so that it does well." The doing well is already priced-in, and the amount of posting results.
There's some barbell distribution where the runaway successes get lots of posts too, like celebrations of selling out. But by and large, organic posting is how the show's partners assuage each other that they're all gonna make it. The paid side is where the baseline outcomes happen. Post for show, ad-spend for dough.