Getting Gigs
by Zach
A band that plays in a garage all the time is destined to stay in the garage. Success depends so much on being in the right place at the right time, and for a new band the right place is onstage in front of an audience, and the right time is now. In the beginning stages, nobody is going to approach you begging you to play at their establishment, but at the same time, the art of getting shows booked and attracting crowds to them is no huge secret. Familiarize yourself with the following concepts if you want to be competitive:
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1) Music itself is impossibly subjective, so what promoters care about most is relevance. A press kit proves your relevance, and for that reason it is your primary and most powerful promotional tool. As you play more shows and get more fans and press coverage, you will want a central document chronicling your achievements; this is your ticket to playing larger shows, gaining more exposure, etc.
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2) Arguably the most important part of your press kit is your demo. If you haven’t had enough exposure yet to dazzle promoters with your positive press, a well done demo can often land you gigs in smaller establishments. Even though you might not consider this an “official” release, quality still matters. Whether it is recorded at home or in a studio, your demo should reflect your performance as you intend it to sound live. This is easier and less expensive to do than you might think.
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3) Open mic nights are a great option for artists who have not developed a significant fan base. In urban areas these are hosted almost every night of the week, and they have served as entry-level performance opportunities for about as long as music has existed. A good open mic has a built-in audience comprised largely of other artists, and networking with other artists is never a bad idea.
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4) Bands and artists love opening acts, and they love free stuff, so if you offer to open for someone for free, there’s a good chance they will say yes. Like an open mic, this gives you a built-in audience. Unlike an open mic, you get a longer set and an implicit endorsement from another artist. Hand out business cards to people in the audience, and give a press kit to the venue owner or any promoters in attendance. Or journalists. Or bloggers. Lots can be done in a single evening.
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5) After playing open mics and opening for other artists for a while, odds are you will have gotten a few write-ups and thus a beefier press kit. Start visiting venues that are a good fit for you and leave them your press kit and demo. Give them a day or two for review, then call and ask for feedback. You don’t want to be a pain in the ass, but you do want to be persistent. Ask if there have been any cancellations that need to be covered; you’ll be surprised at the number of bookings you get because of cancellations.
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6) Lose the idea of getting paid in the beginning, and your opportunities for exposure will be enhanced. Offer to play at festivals, town fairs, and other events with large audiences. Just as you would at any show, hand out business cards and press kits. With greater exposure comes greater demand and better ability to attract crowds.
