How to Book Your First Show As a Musician
By J.R. Bollinger
Let’s be honest, every single one of us has a song in our heart in some form or fashion. Many of us find ways to display that inner passion through creating music and sharing it with others. The reality is that although all of us have something to contribute, some of our contributions go commercial while others remain as casual artistic expressions. If you desire the former, to see your name lit across the marquee, to sway the crowd as you perform, and to captivate them with your words, this will be a comprehensive guide to get you started.
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Live performance has been a layered and nuanced tradition of human society since the beginning of time. Artists of every stage and genre have fought to master its intricacies and witness their names etched into the hearts of fans the world over. The practice it takes to emulate Jimi Hendrix in ‘67 or to be Michael Jackson at Motown 25 is monumental. However, what cannot be disregarded is capturing the atmosphere necessary to elevate the crowd. If you want to perform live, you have to revitalize your music for the stage if it was constructed for the studio.
Now that we have visualized our loftiest dreams, it is time to manifest them with meticulous effort. This means getting our hands dirty with the music business. The first step in business is the product: having high-quality recordings of your music, the ability to project your vocals live if necessary, and sound equipment to capture it for fans to comprehend and enjoy.
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The next step is realizing your market, ensuring your potential fans can find your music by establishing your online presence with social media profiles and an artist website. Make sure that all the information about your music is up-to-date. Learn to create an EPK (Electronic Press Kit) for every major release or upcoming show that gives new fans a bio, photos, music samples, and contact information.
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Now that we have a what-to-sell and a who-to-sell-to, we can move on to the where: the stage. Which venue is your music going to be best received and appreciated? Do this by considering the venue’s size and reputation in comparison with your current audience. If you do not know the climate of your city’s live music scene, that is okay. We are going to do the legwork: circulate through various venues and shows while networking with other artists, DJs, promoters, and even the event staff. This can be accomplished remotely by cycling through social media but consider connecting with people personally if you want to run your own business. There may be some merit to shaking the booking manager’s hand versus sending an introductory email. Once you make contact with the right person, send a professional email including the EPK, your preferred dates to perform, and why you would be a good fit for the venue by leveraging your current market value and/or budget. Be polite but consistent with your follow-up, typically in a week or two, until you receive a response.
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Now that we have sealed the deal, shaken hands, and kissed the metaphorical babies, it is time to beat the streets online. We use to staple event flyers to every corner, but now we have to be competitive in our internet presence to be seen. Beyond word of mouth and physical advertising, we need to guarantee that as many people as possible are aware of our event. The self-service ticketing platform Eventbrite is an essential tool in gathering crowds. Always be open to cross-promoting with other artists and maintaining mutualistic relationships to branch out. TikTok is an irrefutable breaker of new artists and trends, so finding a way to leverage this platform for promotion should be a goal to gain exposure.
We’ve set the musical product, captured the potential audience, contracted the event venue, and positioned the promotional campaign. Now we have a few more steps to prepare for the actual performance. Create a well-thought-out set list of your music and practice it thoroughly, preparing to be fluid and flexible amidst the pitfalls of stagecraft. Sometimes one of the lights stops working, or the microphone feeds back, or one of the speakers cuts out. Your performance should captivate the crowd amidst the chaos. Another preventative measure is performing a successful sound check the day of the performance to ensure everything sounds as it should.
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You’ve set up this event and killed it, but that is not the end-all be-all; do a post-show follow-up and thank anyone at the venue who helped you. Maintain relationships with staff and other acts for future opportunities. Now, for the performance itself, we have another product for our business — this performance comes with understanding your rights to royalties as an artist or business. ASCAP, BMI, and SESAC all manage performance rights in the US and pay songwriters and publishers when their music is performed publicly. If you’re a songwriter, join one of these PROs (Performance Rights Organizations) to collect royalties when your songs are performed live, even if by someone else. Ensure that the venue you are performing at has the necessary licenses from PROs to host live music legally. Some PROs require your set list and any additional writers; any cover songs must also be reported. When you book with anyone, make sure you cover and clarify who’s responsible for reporting and licensing. Once all of this is done, royalties are typically distributed quarterly.
If you mean business and have all this down, then that is everything you need. If you can put in the dedication, consistency, and perseverance, your first show will be just around the corner. Break a leg at your first show!
Edited by KBR on July 5, 2024
