What does it take for an independent band, without the help of a label, to go about booking a tour? Well, a good musician will tell you that you need to know when to answer the door when opportunity knocks, learn to collaborate with others in the industry, utilize every tool you can, and to always show love to your fans.
I have interviewed two rad dudes in up-and-coming bands based right here in Boston, Massachusetts. The first was Owen Ross, guitarist of the electrified Hip-Hop/Jazz ensemble known as Re-Up. Then I had the privilege of talking to Christoph Krey of the Indie/Rock ‘n’ Roll powerhouse, McAlister Drive. Originally hailing from New Orleans where Christoph lived on a street called McAllister Drive, these guys have been rocking Sonicbids for the last three years.
Re-Up is an eight-piece group formed about two years ago after meeting, jamming and gathering in the hallways of Berklee College of Music. They have been a member of Sonicbids since the time of their formation and they just recently booked a tour stretching from Mass, to New York, to Canada, to Michigan, Illinois, to Pennsylvania and back to Mass. I asked Owen how they managed to accomplish this extensive booking and if he had any suggestions for other artists trying to book tours.
Owen: “We booked the tour entirely on our own. At least initially…Basically, we just got on the phone and the internet and reached out to as many people as possible. Craigslist was a big help! It was a lot of work but we made a lot of great connections and we are looking forward to a great tour. (Also) It’s important to cater to the diehard fans above all. Those are the ones that are going to tell all of their friends about you and bring people out to your shows. Show your fans love and they will send it back.”
It’s important to remember that reaching out to external sites like Sonicbids and even Craigslist can help your band book a tour. There are also a ton of other websites out there like MusicNomad and ArtistData who have a ton of really great and useful tools that artists can use to book shows, as well as promote them.
After speaking with Owen I got in touch with Christoph of McAlister Drive. I asked Christoph what he has found to be the most effective method for booking shows in cities and towns that you are unfamiliar with. He replied:
Christoph: “The most effective method of booking shows is very black and white, PERSISTENCE and hard work. Every musician should think of a band as a corporate business. There is always a hierarchy from the label to the roadie or the CEO to the office assistant. We have found that the best method of getting the contacts for clubs and venues is through other bands/managers/agents that are local to those areas. The important thing is to listen to the people who have experience and don’t let an ego get in the way. (Also) You need to be a unit and all of you need to have a role in the process, whether it’s booking, promoting, driving, design work, networking, selling, whatever, you all need to be working hard for the same goal. Make your band accessible! If someone calls/e-mails/texts/comes to your show, follow up with them within the day or within the hour.”
These two guys have offered some very good suggestions here, which actually seem to overlap. So let’s recap. Some things to remember when attempting to book your own tour:
- Reach out to other bands and people in the local scene, persistently
- Utilize tools like Craigslist, ArtistData, MusicNomad & Sonicbids
- Your band IS your business, treat it as such
- Don’t think you’re too good to listen to advice and ask for help
- Always be ACCESSIBLE and PROFESSIONAL
Have questions or more ideas that you’d like to share? Leave a comment!
