For independent artists, booking gigs is a crucial step in establishing a presence in the music scene. While a booking agent can be helpful, it's important to remember that they take a cut of your earnings. To attract an agent, you'll need to be generating enough revenue for them to see value in taking a portion of that income. In this guide, we'll break down the key elements of effectively booking gigs for yourself. Most often gigs don’t typically come to you; you have to put the work in. From crafting the perfect email to identifying the right contacts, here's what you need to know.
Keep It Concise: When reaching out for gig opportunities, ensure your email is direct and to the point. Busy venue owners or event organizers appreciate clear communication and short emails with included links (avoid anything they need to download – they hate that). Introduce yourself briefly, mention your genre, highlight only the most important achievements, and express your interest in performing. Clearly state your flexibility for dates and include your social media links. Make sure your social media is properly branded and conveys the right message for what you're hoping to achieve. While some people submit an EPK (PDF), keep in mind that a concise email is often more effective. Maintain a polite tone, and double-check the spelling of their name. After sending your initial email, wait 4-7 days before following up if you don't receive a response. Keep the follow-up brief, reiterate your interest, and maintain a positive and understanding tone. If you don’t hear back after the innitial email and follow up, avoid sending additional emails this may turn them off. Avoid any aggression, anger, or entitled attitude in your follow-up emails if you dont hear back. Typically, if they're interested, they’ll reach out. You never know what someone on the other end might be going through, and you never know if you'll come to mind in the future. Sometimes they’re just really busy, or they may not need what you're offering at the moment.
Who to Reach Out To: Identify venue managers, event organizers, or booking agents in your local music scene. Conduct research on local venues, events, and festivals that resonate with your music style. Stay updated on upcoming opportunities by following them on social media. Reach out through phone, email, or social media, and inquire about the individual responsible for booking acts. Don't ask for their personal information. I've always found it more effective to ask for the best way to contact them. It also shows that you respect their boundaries and want to follow any submission rules they may have in place, such as a form or specific guidelines.
Social Media Engagement: Engage with them on social media—like, comment, and share their content to stay on their radar. Don’t overdo it, but be genuinely supportive, and keep doing so even after you get what you're hoping for. It's all about building a genuine connection.
Keep things simple. Don’t badger or be overbearing. For any question you may have try to put it all on one email or message so that it's all at once and they can reffer back to it if needed. Once you're booked, stay organized, prepare well for the gig, and perform at your best. This will make you, the venue, and the booking agent look good, building trust for future opportunities. Always show gratitude for their support and anything they help you achieve.
Effectively booking gigs as an independent artist involves strategic outreach, concise communication, and a professional approach. Good luck!