The Best Way to Approach a Venue for a Gig

Posted by Jhoni Jackson on Oct 20, 2014 09:30 AM
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how_to_approach_a_venue_booking_terminal_west_atlantaTerminal West in Atlanta, GA. (Photo courtesy of Terminal West)

If you're intimidated by the idea of booking a show in your city, don't be. Damon Hare of Triple D's Productions, who books at some of Atlanta, GA's best-known venues, concurs, "The worst thing you'll hear is simply no.” I, myself, run a venue in Puerto Rico with a few other friends, and inquiries are welcomed. We're constantly looking for bands to fill the calendar, but we've got our hands full with running the whole shebang. It's a relief when we're able to confidently let someone else take the reins.

That said, there's a certain protocol for introducing yourself. Always check the venue's website for specifics, as requirements may vary. Below, however, is an overall guide to hitting up a venue with insight from both myself and Hare, who boasts more than eight years of experience as a promoter of shows featuring local, national, and international acts.

Choosing a venue to approach

First off, be sure to pick a venue that meets the needs of your audience. If you're a brand new act, shooting for a spot with a 500-person capacity probably isn't the best choice. A coffee shop that hosts singer-songwriters likely isn't the right option for a super loud metal band. A hip-hop artist wouldn't exactly fit in at a hub for a city's industrial scene. If you aren't familiar with the venue in question, do some research by perusing its calendar, looking for venue specs online, and visiting the place in person to feel out the vibe.

Ingredients for a successful inquiry

1. Submit your music

"Linking to music is definitely number one," Hare says. "With sites like SoundCloud and Bandcamp at the world's disposal, there's truly no excuse to not have music available if you want to be booked. I understand it's hard for some folks to get their music recorded, but it's still essential if you want to get a show. We have to hear you first.”

2. Send your EPK

You should have a full EPK ready. If you don't, you can build one with Sonicbids' help.

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. Fill the bill

Have a plan of action. Who else will play the show? "Having an entire bill in mind is always a good start," Hare says. "It shows the artists are proactive and really have their mind set to put on a great show for all involved."

If you're trying to hop onto an already existing bill, feel out the situation. "This is definitely not taboo," says Hare. "You never know unless you ask. It's hard out there. Some folks are more organized than others, but it doesn't mean your band is bad. We may have been chomping at the bit to book you, and we'll be stoked to include you where we can."

Picking a date

While venue owners and promoters are always hoping for a big crowd, weekends are usually reserved for bands who will potentially fill the space completely. Be sure to keep that in mind when suggesting a date. Also, make sure you give yourself plenty of time for promotion – a month, at least.

Drafting the actual inquiry

The email you send should be professional – consider the subject line, how you address the receiver, grammar and spelling, and its overall layout. Keep it simple (don't use a flashy font or colors) and concise (don't send them an essay-long account of your band's history). It's not a stretch from how you'd approach a journalist when seeking press. Here are a few simple bullet points to include:

  • a description of your band and why your show would be appropriate for that particular venue 
  • a succinct and accurate description of your sound using genre terms or comparisons to other bands
  • photos and links to social media accounts
  • a particular date or a window of time during which your band is hoping to schedule
  • your plan for promoting the show via social media, flyers, posters, etc.

Outcome: They said yes

If you receive a positive response, they might talk about money or a contract. As long as you're polite and consider the deal objectively, this process should go smoothly. Carefully weigh the pros and cons of any offer, whether it's that first-time bands must play for free or that 50 percent of the door is yours minus a sound fee, before responding.

Outcome: They said no

I once had someone get pretty irate with me because I turned down their proposal. Reacting angrily is probably the best way to ensure you'll never get a gig with that particular venue. It's fair to ask why they turned you down, though. Take whatever they said constructively, and consider it helpful advice for your next inquiry. 


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. 

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Topics: Music Business 101, Booking Gigs & Touring


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