#Music Education

Let’s break it down a little bit so that maybe I can shed some light on what promoters are looking for in booking an opening act. First and foremost, this is definitely a “who do you know?” business. If you have the right connections or relationships, this will certainly be a lot easier for you. Some times it seems unfair but people will use people they like and trust before people they don’t. It’s your job to development this relationship and get your foot in the door.

Unfortunately most bands and artist just send an email and wait for a response and leave it at that. This shows no “real” interest in developing a relationship with a promoter or talent buyer and is pretty rote at this point in the game. Business people are looking for persistence, reliability, creativity and hard work. This is a very speculative business and so promoters are looking for artists that will make sure they deliver and help make sure the show doesn’t operate at a loss.

To get in good with a promoter, you need to try some creative ways to get noticed and get the gigs. They need to feel a sense of trust with you. Try setting up some social media campaigns early that get your fan base used to interacting with you in different types of promotional contests (These are things the promoters will see when checking you out). Then apply that to getting opening gigs. Especially when you have a opening spot already in line. Make sure you explain to your participants the seriousness of what you are asking them to do.

Let’s say you are opening for a band in your hometown. Supply the box office with a sheet of paper (with your band name on it and numbered already) and get all your fans to make sure they report to the box office they are there to see you and wouldn’t have bought tickets if you weren’t on the bill. After the show, get that paper and show it to the promoter, talent buyer or in house manager (take a pic first in case they keep it). It is essential you start building up your rep for hard work and bringing people out.

Another idea is prep your fans before the show by saying after you perform, you will be at your merch booth and want all your fans to come and bring their tickets stubs. Have them initial the front of them and take a pic of all them together. Obviously these are things you can email to promoters, put on social media (be prepared for every other band to copy you) and start building your street cred as the band to hire for the gig. This is also a great way for your fans to participate in your success and make sure they know that appreciate their help and support. You can’t do this with out them. This also helps people decide which show they want to spend their money on. One with a serious band they like where they can help or just another show where the band will show up, play, and act like they are the stars and probably bail before the concert is over.

This will also help people at the show who were on the fence about you or are maybe just showing up decide to check out your booth. Having all the people around you and the excitement they see going on while you are gathering ticket stubs will help you to get these “undecided’s” to the booth and hopefully by your CD or spend time talking to you. You are now developing new fans. You see, your time on stage isn’t the only time you are developing new fans. You job the whole time you are there is to development new fans and maximize every opportunity in front of you to do so.

As you can see, none of this is hard. It may be a bit time consuming having to interact on social media but you are supposed to be having original content to post anyway and this helps fill that hole. The idea is to be creative and PROVE you are the band to bring on board. This may take prep work as described above but this is business. You are a business. You need to start acting like one.

Good Luck!

You can also read this and some of my other articles at www.metalholic.com.

David Lowry is the President of The Lowry Agency, a full service artist management agency that works with musicians, speakers, entertainers, actors and models based in Nashville, TN. The Lowry Agency’s roster includes Mike Martin, Rob Balducci, Neil Zaza and Jon Finn. For more information please contact The Lowry Agency at http://www.thelowryagency.com.

You hear it all the time from musicians. “Why won’t they book me for an opening act?” “How come they got the spot and we didn’t?”, or “the promoter didn’t do his job” even “the promoter screwed me or didn’t know what they were doing.” etc…. This is obviously a one sided opinion, and from my experience one that is very, very misleading. Many artists have little or no experience in promoting a show, or have an idea what it costs; they just want to blame someone for things not going right, without ever looking at what they bring or don’t bring to the table.

Granted there are instances where maybe a promoter didn’t know what they were doing or maybe there were a small company with very little cash flow to do an amazing job of advertising the show, but that is a risk we all take and like all bands, promotion companies have to start somewhere and grow as well. This is why working as a team is incredibly important and any acts associated with a bill, should be doing everything in their power to work with the promoter and make the show as successful as possible.

I find this can be very frustrating, knowing how much work and money it takes to put on one single show. For a 1,500 seat venue, this can become extremely time consuming and expensive for the risk involved, and a marginal profitable return on the investment. To have a small time musician/band say that the promoter didn’t do their job is completely asinine. First of all, the musician/band probably has no idea what it really takes to make one of these shows happen, and secondly, what an opportunity it is for the band to even get a spot on this when someone else is paying for your opportunity and the big media. Most opening bands should realize by now that their job is to put butts in seats or they have no business opening a show for anyone. They should be able to bring in at least 40 to 50 people to each opening or they shouldn’t complain at all.

To put on a show of this size can run from $50,000 up to over $100,000 depending on the type of venue, marketing, guarantee etc… It takes at least 60 – 90 days worth of work, negotiations, planning and so forth to get these things going. When a band is given an opportunity to open a show, many times they don’t deliver and don’t work the opportunity for all it’s worth.

Promoting the show is so important. I am not talking about Facebook posts or the other white noise that you are putting out. I am talking about getting promotional materials, getting off your butt, and doing your job. You should be out on the streets consistently promoting and showing everyone that you are the band to hire for opening spots. Getting the promoter, venue and others to notice you is as important as performing on stage. Doing everything you can to get your fans to purchase tickets to come see you at this event, and then deliver the best show you can that night no matter what the circumstances is the ultimate goal.

Remember, the promoter doesn’t owe you anything. They gave you a shot and if you don’t deliver, it’s no ones fault but your own. Once you do the show, if you happen to deliver and get butts in the seat, then you need to learn to turn that into other opportunities.

In the next blog we will talk about ideas you can do to not only get the opening spots but to also get people to the show but also how to possibly get more out of the show than just exposing your music to a new audience.

Good luck!

You can also read this and some of my other articles at www.metalholic.com. http://metalholic.com/the-disconnect-between-musicians-and-promoters-part-1/