Booking 101: some observations on how to get your band gigs...

As a full-time booking agent (with 70+ venues), I routinely get at least 150-200 emails a day.
My phone rings off the hook. It’s a 24/7 job but I love it (most of the time!)

That being said, there are some general etiquette tips I want to share for bands who may not know. In this industry, there is A LOT competing for your attention. I get press kits constantly, and bands find new ways to reach out all the time. How can you make sure YOUR band sticks out, and gets the gig?

To call or Email?
First of all, find out the bookers preferred method of communication. If you don’t know, then always start with e-mail first. In my experience most agents prefer to communicate this way, for several reasons. First, there is a paper trail of all contact. Second, and more importantly, agents can then decide when they want to address that inquiry. For me, e-mail is always best, and that’s because my hours for work vary completely. This morning I was up at 4am responding to inquiries…sometimes I’m just going to bed at 4am! Sometimes I work on Saturdays or Sundays…I like to have the convenience of being able to respond when I am ready and not distracted. E-mail is great to have on hand also so I can refer to it quickly and find your band’s link or your contact info when I need it. If you are going to call an agent, please be respectful of their time. Call M-F in the late morning or early afternoon. Don’t call on a weekend when the agent may be spending time with family.

Press kits:
Some agents will want to receive hard copy press kits. Some will want EPK’s exclusively. I always prefer an EPK or email inquiry because then I can easily forward on info (song samples, links) to prospective clients for consideration. That’s not as easy to do with an actual CD. Ultimately it’s great to get both…I appreciate the hard work, and the expense, that goes into creating and releasing a CD and I always enjoy seeing what bands choose to highlight in their one-sheets/bio/etc. It’s quite possible that other agents don’t want to be bothered with opening packages like that, and your expensive CD/8x10/glossy folder gets thrown in the trash. Save yourself some money and ask first!

What to say when sending an EPK:
What to email is also important! First, the best advice I can give you is to be nice. Nothing is more irritating than an arrogant musician. I prefer when artists are completely honest about their experience and their capabilities. Please don’t tell me you can draw 100 fans to a show, and then draw 20 when I have booked you at a venue who is expecting 5 times that. It reflects poorly on me, and especially you. I would much prefer to get a realistic number and have you hit that consistently than an inflation. There’s an adage around our agency that we can get bands into a room….but it’s up to them to keep themselves in rotation.

Please also be respectful of the agent’s time, and be understanding if they do not get back to you immediately. The best thing to do is wait a few days, and send a quick follow up email. If you don’t hear after a week, send one more. If you still haven’t heard back perhaps it’s a good time to pick up the phone. If you have emailed an agent several times, and left messages by phone, then you should probably assume they are not interested at that time. Disclaimer- I think it’s rude when agents fail to respond at all. I do know that I have been guilty of that in the past when something has fallen through the cracks which is sometimes inevitable. If you reach out to me directly and I don’t respond within a very reasonable amount of time, please reach out again- I will never intentionally ignore an email. I will always respond with something- even if I am unable to book your band at this time. We are human though and mistakes happen…when you get so many emails a day it is possible to miss one, or four. I assure you I have the best intentions J (Don’t we all?)

Booking inquiry emails can vary based on the relationship with the agent/venue and what kind of opportunity it is, and what style of music your band plays. In my *“day job” I book 90% cover bands/solo artists playing mostly covers. I wish more venues were supportive of original music but familiar music is what the average crowd wants to hear on a Friday night, at least in the DC metro area. If you are in a cover band, and you email me for booking consideration, THIS is the info that would be helpful to have in an initial inquiry:

Att: Cover Bands!
Introduction, Band Name, Band link, brief description of band, comprehensive cover song list attached, links to website with online song samples, and general history of the band- venues typically played, typical price range, demographic of fan base and locations the band draws well to. Cover lists are critical for cover bands. Venue owners want to see that when considering bands. Song samples are also important. Bonus points for live videos! Create a YouTube Channel…Let talent buyers/agents/venues see exactly what they would get if they booked your band! Be specific in your description. Don’t just say “we’re really good and we play a variety. We sound like everyone, but we’re totally unique”. One of my favorite descriptions for a cover band is from Toxic Mouse:

Toxic Mouse -- the ultimate 80's hair metal/glam/heavy metal/poseur metal tribute band, recreating the sights and sounds of your MTV favorites. Guns-N-Roses, Motley Crue, Bon Jovi, Skid Row, Poison, Kiss, Quiet Riot, Def Leppard, Van Halen, Twisted Sister... it's like watching Headbanger's Ball, only live. A complete tribute, start to finish. The hair, the clothes, the moves, the sound, the instruments, the production. The real deal. Taking you on a trip back to a time when the Sunset Strip was happening, when girls thought the dude from Warrant was hot...

Is there any question what you are booking when you hear that? It’s no surprise this is one of the top-drawing bands in the DC region. They know what their brand is, and they convey it well. If only every cover band was as savvy…

And now for Original bands:
For those of you who create original music (you have a special place in my heart!) your inquiry might be a bit different. It’s always helpful to hear a comparison if there is one…I remember when my friend, and fellow agent, Jay Silverman (On that Note Booking) told me what he thought of a band I managed….he described Everyone but Pete as: “Vertical Horizon meets Maroon Five and Train”. I can’t tell you how many times I used that quote in future inquiries to other venues/agents…It was a great description for this melodic/modern rock band. If you are convinced your sound is 100% original and you can draw no comparisons to anyone else (DMS? ß delusional musicians syndrome which we’ll address in a future blog) then at least tell me your influences. That might give some indication of what you might sound like. Of course we still need the requisite link with song samples, as well as some highlights of venues played or other honors. I have seen a dispute about whether or not it’s important to share what national bands you have supported- I appreciate when a band has had the opportunity to play a major show with a National band so I welcome that info. Just be honest though- playing the side Local’s Only stage at your neighborhoods festival is not exactly the same thing as “toured with X-Y-Z national band”. Don’t exaggerate the situation…agents can see through that.
Remember- honesty is always best!

Be proactive and list your avails, or the timeframe which you will be routing through if this is a gig inquiry for an upcoming tour. Give the agent a few alternatives and be realistic about your draw in that market. Outline your typical promotion and media plan so they can feel comfortable offering you a chance. If you have family or friends in the area, be sure to mention that as well.

You got the gig- now what?
Once your agent confirms a gig, there are a few important things to remember. First of all, make sure you do what you can to have a contract for the show. Most established agents will send you a contract. Be sure to sign and return by the stated deadline. Make sure you also save a copy of the contract to bring with you to the venue in the event of any discrepancies when it comes time to get paid. (By the way, when you do get paid, make sure you count back the money to the person who gave it to you, if they pay via cash. Don’t just stick it in your pocket and assume their math is correct…you might get screwed out of what you are owed. If you are given a check, make sure the amount is correct, that it is signed, and that it was made out to the correct person/company. It is much easier to correct payment errors on the spot than after the fact! Trust me on this!)

Your next step should be to list the gig on your website/MySpace/etc. You should also send show posters, usually 4-6, directly to the venue to arrive about 4 weeks before your show date. If you have a demo CD include that also in the event the house DJ wants to spin it before you arrive. Venue owners like when bands promote themselves and they will be more apt to rebook you when they see this effort.

After the gig (we’ll cover Gigging 101 in a future blog), what should you do?
After your gig, take a few minutes to say hi to your fans if time allows and there is no band on after you. If you are not the last band, move your gear as quickly as possible off stage and load out. Make sure you thank the manager for having your band. Please be sure to tip your bartenders/servers well. These people sometimes have influence over who gets rebooked and they will sell you out if you fail to tip a customary amount. If the bar was kind enough to comp food or drinks, be sure to tip on what it would have cost, not the discounted amount. Thank your sound engineer as well- a nice gesture is to tip them, even if something minimal…$10-$20 goes a long way. They too have influence many times over the management as to who should get a second show. The next day or so, send an email to your agent to follow up on the show, and to thank them again for the opportunity. Do the same with the venue- bonus points for sending a handwritten thank you note. That will go a long way towards ensuring they don’t forget who you are so next time you want to play that room, chances are it will be easier. Finally- if a booking fee is due, which it likely is if you used an agent, Please pay on time! Agents rely on your booking fees...it is likely their only source of income! I know agents who refuse to rebook bands who are consistently late on paying commissions. Don’t become that band!

Final advice:
On occasion gigs get cancelled and it is beyond the agent’s control. Please be flexible and understanding when this happens. It is already frustrating enough to the agent to lose the gig…they do not need additional attitude from the musician. In this industry- things change every day. Venues close down. They change management. Etc. Know that things can change anytime. If one cancelled gig means you won’t be making rent…or you might not eat…perhaps you should consider getting another job. You cannot count on things to work out perfectly every time. Know that going in! Sometimes agents make mistakes…they are human, and it happens. If you arrive at a gig and its double-booked…please understand that it was not intentional. Nice agents will find a way to make it up to you somehow…whether in increased bookings or forgoing a commission or some other way. Not all agents are nice, however…some are sadly jaded since this is a tough industry. Don’t expect anything…but hopefully you will be pleasantly surprised at the resolution.

Occasionally you will have to cancel a gig also, and nice agents should be equally understanding of that. People get sick…emergencies happen…if this happens to you, please make sure you call both the agent AND the venue as soon as possible. Don’t wait until 7pm the night of a gig to cancel if you can avoid it…if you wake up sick, call in the morning so the agent has a chance to re-fill it.

I think that about cover’s everything I can think of at this time. If any other agents stumble upon this and have anything they’d like to add PLEASE leave a comment with your advice/pet peeve/etc. I’m sure everyone else reading will appreciate your expertise.

Happy Booking!! And remember- you are only as good as your last gig!