Touring (Part 3)

In a previous article "Getting Booked for Live Performances", I described how to approach local clubs for bookings. When you are looking to find venues at which to perform on the road, things can get complicated.

If this is your first tour, you have to convince clubs that they should take the risk and book an unknown band. You also have to try to get them to book you on the days that work for your touring schedule. Remember that you won't get every gig you want, at every venue you want, on the dates you want, so be as flexible as possible.

Before you start contacting clubs and venues take a critical look at your current press kit. Is it professional? Is it up-to-date? Does it contain current information about venues you've played, ticket sales, etc.? Often you are trying to sell an unknown commodity (your band) to a skeptical audience (club owners). You want to have the best product to represent your band that will convince a venue that you should be booked. You won't have the luxury of meeting with a club owner and letting them get to know you and your band so telephone contact and your press kit is it. I have even talked to bands that provided club owners with their proposed promotion plans for that specific town. They listed the radio stations and advertising outlets they were contacting, what outlets would have their CD available, when the band planned to get into town and how they were going to induce people to come out to the club (flyers, advertising, media stories/interviews, radio, etc.). A club owner that sees that you will go the extra mile to get your name out there and in front of a potential audience may be much more willing to give you a chance.

Now re-check your list of venues. Make sure all the venues you are planning to contact book your type of music. Double-checking can save you a lot of time and money. As I said in Part 2 of this series, check with other touring bands. You can really do each other a favor if you do some sort of "swap." When I say swap, I mean help them with their booking and promotion in your home town (telling them about who to contact and how to approach them) in return for a leg up in theirs.

Sometimes the local music media will help you select a venue to approach. You should be contacting them anyway so double up and ask questions about the music scene. Be polite and professional. Making a good impression on music writers and editors could lead to a review, interview or even just a blurb about your upcoming tour.

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