Different Ways to Book Shows.
When it comes to being contacted as a label manager, the topics and requests are almost infinite. Whether it be artists outright asking for money, wanting to submit music, seeking a manager, putting out a record… I mean, the list very seriously can go on forever.
The one question that will tell me if an artist is most likely on the right track though? Asking about booking shows. I take these more seriously than other inquiries for a very specific reason: it tells me the artist is proactive about their craft and unafraid to take direct action toward increasing their equity. This artist is not someone who’s sitting at home waiting for a “big break”. This is someone who’s ready to put in some work and feel the personal gratification that comes with it.
For artists like these, I’m always willing to help. Or at very least give a few pointers and get them heading in the right direction. Since there are several different ways to book yourself a live performance showcase, I’ll go through a handful of the most popular ones. This doesn’t mean I’m giving you a step-by-step tutorial, but rather a general picture as to what you can expect from each type of show.
The Traditional Show
This is the one you’re most likely thinking of when someone says they’re “booking a show”. It’s going to be a real venue with a real stage, most likely a bar where they serve alcohol, a sound man, door guy, etc. This place will have a main person who handles booking. They will either be called a Talent Buyer, Booking Manager, or some other creative title that means the same thing.
You’ll need to contact (and convince) this person that your act is worth booking. If they request certain things, oblige them. Be courteous and friendly, even if they aren’t. This is the gatekeeper who will ultimately decide if you get the show.
Pay To Play
This is one that every article you’ve ever read probably warned you to stay away from. And 9 times out of 10, I’d say they are an absolute scam. In these scenarios the “promoter” will put literally ANY act on the bill who pays the fee to join the lineup.
Be warned: this “promoter” will not be promoting the show or doing any type of work toward getting bodies in the door. Their only goal is to sell those performance slots… nothing more. They don’t care if the show goes well, and they don’t care whether you’re even a good fit for the lineup.
The best way to sniff this type of show out is simply look at the list of performers. Are there 14 acts on the lineup for a venue that only holds 80 people? I’d be willing to bet good money you’re looking at a pay-to-play scenario.
Venue Rental
Although less popular, this option tends to be my personal favorite. Mainly because it puts you in full control of how the night will run. The venue has a nightly rental fee, a few rules and regulations for the people who are renting, and a list of what they do (and don’t) provide after payment.
Although it takes up-front money to get these bookings, they are much more predictable. You will have an exact date and time for your show, and the venue won’t randomly cancel on you. Because you’re paying for the night outright, the venue will be much less inclined to be upset if there’s a lower than average turnout.
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They’re getting their money whether you have a show that pulls 200 people or if you’re having a private birthday party with 12 of your closest buddies. It’s all the same to them, which means much less pressure for you to meet bar quotas and unrealistic head counts.
Open Mics
These are usually free. If not, there will be a small cover charge per person who enters the venue. It will most likely be a coffee shop, small art gallery, private warehouse space, studio, or any other type of place that is a bit more intimate than your typical live-performance venue.
There may not even be a real stage, and the host might have brought their personal PA system to run sound for the performers. These aren’t big money makers, but they are definitely worth your time. You generally only get between 1 and 3 songs for your perormance, but the place will be full of artists. Artists who are there to network, perform, and be on the scene just like you.
I highly recommend doing open mics to practice new songs, gain confidence as a new artist, or to fill in tour dates that you weren’t able to land a traditional booking. You won’t be getting paid, but it’s way more proactive than waiting in your hotel room for the next day of tour driving.
In-Stores
This is where you contact a record store who is already carrying one (or more) of your releases to let them know what you have in mind. Whether you want to do a small meet-and-greet for fans in that city, play your music on the house system for a scheduled period of time, or do a legitimate live performance; they will be more likely to work with you than a random venue.
They already have your product available to sell, so an event idea like this will be in their best interest. It allows them to get free promo for very little effort, since you’re the one doing most (or all) of the work. They will want to oblige as long as you’re not asking too much, and this will help legitimize the relationship you have with the store; justifying their choice to carry your product. As well as increasing the chance of them saying yes when you come back in the future with another release.
House Parties
You should already know about these. It’s most likely the type of scenario where you had your very first live performance as a musician. Easier for artists who are in high school or college, but still an absolute treat when they come up.
If done right, you can make more money at a house show than a legitimate venue; and you’ll get a much stronger crowd response overall. These are intimate gatherings where most people know each other already, and they know exactly what your role in the night is. So if you have a fan in some random city who is willing to host your show while you’re on tour, my best advice would be to strongly consider it!
You will get more sign-ups, sell more merch, and personally engage with more people at a house party showcase than any other type of show on this list. In fact, if I had the ability to book an entire tour where every stop was a pre-planned house show, I’d do it in a heartbeat.
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There are MANY more ways to book shows, and many other scenarios where you might find a way to negotiate a live performance. These are just a few of the more traditional ways that I know about. As an artist who has been booking shows since 1999, I can truthfully say the overall essence hasn’t changed over the decades.
The above list existed as a main guidepost before I started my journey, stayed true the whole time, and will very likely still exist long after I call it quits. If you happen to know of better options for live bookings, by all means use them! But when all the smoke and mirrors are pulled off the stage at the end of your career, these traditional live music settings will still be around… eagerly waiting for the next artist to step up and do their thing.
