The digital revolution has changed MANY things for musicians. But one thing hasn’t changed much, physically performing your music to a live audience. Nothing can or ever will replace the energy and excitement of live performance. So how do you go about scoring gigs? Here is some guidance to help you on your way.
1. Get Organized
There are several software packages out there that can aid you toward this end, Indie Band Manager , The Band Leader, and online services My Band Link and Bandtastic come to mind. But I find a simple spreadsheet works just as well. I use Google docs (so I can access my spreadsheet from any device) with the following headings:
Collect all the information you can from the venues you’re interested in, go to their websites and look for “bookings” links. Try to find out who does the booking specifically so you can address them directly. If this information isn’t available pick up the phone and call the venue and very politely ask who does the booking and their preferred method of contact.
VERY IMPORTANT: Whatever you find out on how a venue or booking agent likes to be approached, OBSERVE IT TO THE LETTER! There is no surer way to get thrown out of the pool than to go over, under or beyond their requirements. These people have created guidelines to make their lives easier so respect their wishes if you want to play there.
Very critical to your success will be not how many clubs you contact once, but which ones you continue to pursue, so keep detailed notes in your “Status” column on how and when you contacted a venue and the results.
2. Sell To Their Needs
You’re an independent, self-styled, strong-minded artist, you don’t want to think of what anyone else might need from you…but I’ve gotta say, booking is easier if you appeal to the needs of your target market…in this case booking agents. Booking agents are ultimately responsible for making the bar or club money. I know, sad, especially if, like most of us, you are in this because you love music. But the truth is that very few clubs are non-profits or government centers for community betterment. They may love independent music, but ultimately they need to pay the rent, or the mortgage or their kids’ college tuition…whatever the case may be, you will get farther if you approach them with how your playing there will BENEFIT THEM. State up front how many people you can draw to their club. DON’T LIE, you can cite a range, and you can make it specific to days of the week, but don’t over sell what you can deliver. I’ll typically say something like, “we consistently draw between 20-50 people on weekdays and 50-100 on weekends”. Suddenly they know, in concrete terms, what you can offer them.
3. Gentle Persistence
This phrase was coined by my former guitarist, Stein Malvey, and continues to serve me day in and day out. You are reaching out to people, very busy, sometimes happy, and sometimes overwhelmed people. They are not musical masterminds, evil empires or anything else they might seem to be when they respond to you with a short curt quip. They are probably over-worked and under-paid. So be gentle in your approach…BUT persistent. Never personalize their attitude towards you. It has everything to do with them (and a myriad of things that you don’t know) and nothing to do with you. Be friendly, respectfully reach out them once a week, and if they respond, follow up in EXACTLY the manner that they want you to. Consistency is the key, even though they may not respond to you, at the very least, your persistence will push you towards the front of their mind.
4. Your Face is Irreplaceable
One thing that our current digital lives has made easier is communicating with one another…without leaving the comfort of our own homes. This has it’s advantages, BUT there is still no replacement for a good old fashioned face to face meeting, which is the basis of good old fashioned relationship building. Strive to meet the people you’re communicating with. If you find out they run sound at the club on Tuesdays, go down, introduce yourself (when they aren’t busy) and just let them know you’d like to play there. Don’t be another one of 100 emails they get a day. If they appear open to it, chat with them, find out how long they’ve worked there, what it’s like, what else they do, if they play music etc. Really nothing can replace the full multi-dimensionality of face to face contact.
Good luck, comment below with what has worked for you!
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