You then cold-call club owners, hotels, event planners and drop off or e-mail your promotional material. They never call you back. You cringe as you make that follow up call. You ask them if they reviewed your material, but in the back of your mind you get the feeling they couldn't care less about you, let alone remember you.
The digital promo kit you sent to their inbox is one click away from the spam button or the kit you delivered to them has been shredded and your CD was frisbeed into the trash can—but they did save the CD jacket for their own collection.
Are you struggling with the business of getting gigs? Chances are if you're a passionate musician or performer you may not have the entrepreneurial skills, time and energy to finding your own gigs.
In this article, I'll be sharing a few ideas that will help with understanding your strengths, how to put a solid promotional package together and finding trustworthy and motivated booking agents.
Getting Your Act Together
As you know, competition is fierce. In the West, there are hoards of incredibly talented musicians and most of them are playing the same tunes or following the latest trends; fighting for the tiny morsels of glory and money left over from a disintegrating live venue gigging scene.
Before you begin to put together your promotional package or approach a booking agent, you need to ask yourself:
- What makes me unique?
- What makes me or my band stand out above the rest?
- Why would anyone want to put their reputation on the line and find gigs for me?
Don't despair, perhaps this will make you feel better: You don't have to be the best to get gigs—here's a little secret—you just need a U.S.P.
U.S.P—(Unique Selling Point) This is something which sets your product or service apart from your competitors.
Interestingly, most businesses and musicians out there don't know what a U.S.P is and how vital it is to have one. The only leverage they use for securing sales or gigs is price manipulation. “Well, maybe people will buy my product if it is cheaper" or ..."tell you what, my band will play for less, give us the gig." They're missing the point and not realizing their potential. The products that sell well or the musicians who are working consistently have identified and use their U.S.P to their advantage.
So What's Your U.S.P?
The following are some examples to consider:
- A clear and unique sound and repertoire
- A wardrobe or “look" that carries your message visually
- An ability to interact with the audience
Bands and artists who have a U.S.P
(I'm not associated with any of these acts they only serve to illustrate my point):
- The Maxwell Street Klezmer Band
- Dread Zeppelin
- The Shaggs
- KISS
- DEVO
- Bob Log
- Yma Sumac
- Tom Waits
- Nina Simone
I think you get my drift. Once you have discovered your U.S.P., it's time to move to the next step.
Your Physical Promotional Package
Today most acts have a virtual promo kit, but I highly recommend having a physical one as well. Remember you need to be unique. And most folks appreciate getting mail.
Your promotional package should include enough information about you or your band so that it inspires a booking agent to imagine the money making potential for you and for them. The basic pieces should include:
- Letterhead and business cards. Use your graphics and print style in your business cards and letterhead. Your business card should communicate to people what you're all about. Keep it simple. What can you include on your card to help people remember you? Use good quality card stock and be sure the information is easily read and accurate.
- A truthful bio- the music circle is a small one, you don't want to be known as a bullsh**ter.
- A video - no fancy filters or editing. One camera, straight on the subject (that's you)
- An audio recording as you sound in a live situation (no overdubs)
- A song list
- Professional pictures and posters that clearly convey your U.S.P
- Press releases
- Social network and website information
A consistent image helps perpetuate your brand. Your business cards and envelopes should have your name or bands logo on them.
Be very bold with your mailing envelopes too. Which envelope would you be inclined to open first? A plain, boring manila envelope? Or a shiny, florescent orange one that screams “you really want to open me right now!"
(Side note: having promo photos and a video where you look scruffy, wearing jeans, looking mean and miserable won't cut it—if you want the choice gigs, you need to look the part.)
OK, you did your homework. Now what?
You've created a unique and fabulous act and assembled an eye catching and professional promotional package; you're way ahead of everyone else. You're now ready to present yourself or your band to booking agents—or anyone for that matter—who has the skills, contacts and motivation to get you in the gigging game. But let's deal with the booking agents.
What are booking agents looking for?
Booking agents are looking for:
- Acts that have a U.S.P
- Acts that are really good at what they do
- Acts that have a polished promotional package
Hey, that sounds like you!
There are so many booking agents out there—who can I trust?
Unfortunately, there are many unscrupulous people with fancy websites who claim to be booking agents. But because you have a killer product, and with that, a new found sense of confidence, aim high and don't be shy. Search for the bigger and better established booking agencies who book relatively well known acts. They will identify you as an act that has vision and confidence: They will help you if they see you have potential.
Hotel gigs
If you're interested in hotel gigs, one way to find the more reputable booking agents is to get in touch with the hotels' Food and Beverage Manager. Find out what kind of entertainment they have and what they're looking for. If they don't deal with hiring acts, kindly ask them who takes care of their bookings for them.
The international booking agent
There are many musicians who are looking for gigs outside of their own country. There are quite a few gigs out there, particularly here in Asia. But be very weary. As I mentioned earlier, there are folks out there who claim to be legitimate booking agents but in reality they're looking for a quick buck or they may even have a more harmful agenda.
Don't even consider dealing with an agent who:
- Isn't clear about where you will be performing
- Isn't clear about your accommodations
- Asks you for money (Never give an agent money. Period.)
- Asks you for your passport (Never give your passport or passport number to anyone unless they're travel agents, consular, embassy or immigration officials.)
Use common sense and touch base with your survival instincts
- If an international booking agent is interested in hiring you, ask them for a list of performers they booked and contact them.
- If you're a female artist, be very careful. Do your homework. Investigate the agent or organization thoroughly. There are “Booking Agencies" out there who are drug runners and sex traffickers.
- Have everything in writing/email.
- If you're Skypeing or on the phone with the agent, record the call and make sure you let them know you're recording the call. “I'm just letting you know I'm recording this call." If the agent sounds uncomfortable-be alarmed.
- Be skeptical, and learn to say no
I hope this helped you gain some insight and if you would like more information about the gigging game, please feel free to contact me.
