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Musicians who are new to booking their own gigs should first start by learning about booking – rather than, say, blindly contacting local clubs with requests to play "whenever possible." The latter route can result in an awful first impression and serious mistakes that could have been avoided.
For those just beginning to organize shows, these answers to common questions should help lay the foundation for smooth, problem-free DIY bookings.
1. How do I choose an appropriate venue?
It's crucial that you carefully select a venue rather than hit up various local spots at random. If you're brand new to the scene, then you shouldn't expect to land a gig at a 300-capacity venue – not without some serious backup from established bands, at least. Not only should you consider your draw when choosing the ideal stage, but also the style of your tunes, as some places aren't open to everything and cater to specific styles.
2. What's the best way to contact a talent buyer?
It ain't Facebook, that's for sure. Check the venue's website and social media pages for information about who to contact and how to reach them. Most prefer email.
[The Best Way to Approach a Venue for a Gig]
Did you know? Sonicbids members can email their electronic press kits in a professional, seamless package to any industry contact. With the click of a button, you can follow up with your contacts, manage your own booking outreach, and gauge interest in your EPK. Click here to learn more, or go ahead and create your EPK now.
3. What should I include with my booking inquiry?
Alongside the contact info for booking, you'll likely find requirements for submissions. More often than not, the list will include social media pages, links to music, proposed dates, a tentative lineup, and a suggested cover charge. (For more on this, see our step-by-step guide to booking here.) Setting up an electronic press kit is a simple way to make sure you've got all your bases covered, and will also serve you well when you begin to reach out to music writers and outlets for press.
4. Should I suggest a date to play?
You should most definitely throw some potential dates out there, but don't just pick one at random. While everybody wants to play a weekend gig rather than a mid-week show, Friday and Saturday nights are traditionally reserved for acts with enough pull to fill the venue. After all, the weekend boasts the highest potential for money making, so clubs rightfully want to make the most of that two-day window. If you're a brand-new band, then you might want to consider a weekday instead. This also goes for holidays like New Year's Eve or Valentine's Day, which are usually seen as having the same potential for sales as a weekend.
Suggesting an appropriate date in your inquiry – instead of unrealistically going for the dream date – shows the folks in charge that you understand how the industry works, and that you're not some highfalutin egomaniac. (And hey, there's nothing wrong with playing weekday shows.)
5. Should I have a lineup prepared?
In the instance that a venue or talent buyer has a lineup opening to fill, they're probably doing the seeking themselves, not looking for submissions. (If they do want bands to hit them up, they'll likely announce it.) That said, your booking inquiry should include a mostly fleshed-out lineup. Talking to the bands ahead of time is recommended, obviously; you don't want to make any promises you can't keep.
There's no simple math for rounding up the right bands to play your show. The groups you invite will depend on what kind of event you're organizing. Here are a few questions to help guide you:
- Do we need to piggyback on another band's crowd? There's no shame in taking the opening slot at a show you've booked. If you're super new, supporting established bands is a great way to grow your fanbase and make connections in the scene.
- Will the show mix styles or focus on one genre? Some lineups are varied, while others rely on one style, like an all-punk show or a folk-centric night. The benefit of an assortment is that it'll appeal to multiple groups, though one-style shows can better magnetize a single scene. Deciding the degree of diversity of styles at your show is totally up to you.
- Is this an extra special show? If it's your album release, you might not want a headliner that will overshadow your set. Then again, you might need help filling the club – that depends on the capacity you end up with.
6. What should I do if I don't hear back?
If it's been more than a couple weeks since you reached out, follow up. Do not, however, send multiple emails in the wake of silence. Either they're too busy to answer or they're simply not interested. No matter which, relentless reminders don't do anything but grate on the nerves whoever's on the receiving end.
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Jhoni Jackson is an Atlanta-bred music journalist currently based in San Juan, Puerto Rico, where she juggles owning a venue called Club 77, freelance writing and, of course, going to the beach as often as possible.
