Demystifying the Booking Inquiry
+ Introducing GUNK Classifieds for bands looking to connect and put together local bills
Demystifying the Booking Inquiry
by Daniel Mendelson
Last Fall, I had a conversation with one of my bandmates before a show in which they expressed wanting us to get a booking agent. We were all living in the same place after being a long distance band for a few years, and we all had a desire to be gigging more. I disagreed, though, that outsourcing booking duties was the best way to do this when we hadn’t yet made much of an effort to be ambitious in this ourselves. I have since taken a more active role in putting together our shows, finding the process to be, at times, intimidating and frustrating, but ultimately rewarding and inspiring.
Talking to other friends in newer bands, I have realized that the booking process can be a bit of black box. There is a learning curve to the communication style, industry lingo, and information used when organizing a show with a venue booker. Having sent quite a few booking inquiries now, I still find myself terribly confused at what is happening behind the scenes when a booker tells me they’re issuing a challenge (see glossary). I recently spoke with Katie Ortiz, who books at Purgatory and plays in the band Debbie Dopamine, about the work that goes into coordinating a busy events calendar. She emphasized the importance of “combined knowledge;” by building community and sharing skills and information we can demystify the process of getting from the cold email and onto a stage. The tips and advice to follow may seem obvious to those who have been doing this for a while, but I hope my fellow newcomers find something useful.
Individual research time is limited.
When Katie receives a booking email, she wants everything to be clear, clickable, and fun. Let the venue know that you’ve done your research and why your show would be a good fit for the kind of programming that they do. Include links to the bands’ music and social media so that the booker can quickly get a sense of the vibe of the proposed lineup.
Numbers aren’t everything.
Streaming numbers and follower counts can help a booker gauge interest in a show, but they know they don’t necessarily translate into turnout. For Katie, it’s more important to see some kind of authenticity. In the same vein, when you’re putting together a bill, reach out to bands you’re genuinely excited about playing with. You can absolutely be ambitious and reach out to bands with a larger following, but not just because you need a headliner. It will be so much easier to get other people excited about your show if you’re excited about it.
Give a range of available dates.
Dates are often first come first hold. A touring band might have holds on several nights a few months before they hit the road while they’re still figuring out their route. Once they’ve finalized their show, those other holds will be released and they will either be open on the calendar or be offered to the second hold. I have certainly been guilty of reaching out to venues with a single weekend date in mind, and if that date is unavailable that can be the end of the conversation. Some flexibility opens the door for continued collaboration with the venue. Openness to weeknight shows is a good exercise in being creative and demonstrates a commitment to growth, according to Katie.
Glossary of booking terms
Hold — this show is tentatively on the books, pending confirmation of the lineup. If another show has a hold on a date, the booker may offer you the second or third hold.
Soft Hold — the requested dates are unavailable, but the booker proposes an alternative date.
Challenge — you have the second hold on a date and let the booker know that the full lineup has confirmed availability. The booker will then issue a challenge to the first hold, who can either lock in the date or release their hold.
Locked In — all artists are confirmed and the show is on the venue’s calendar. You can begin promoting the show.
Room Fee – the cost of hosting your show at the venue, typically taken out of the door before the artist payout. Fee can vary widely from venue to venue and night of the week!
ˋ°•*⁀➷ Introducing GUNK Classifieds (NYC)ˋ°•*⁀➷
is your band (or solo act) looking to connect with other bands or performers to put together a bill for an upcoming show? send GUNK a little intro to your music (no links sorry) including an email address for a reply and we’ll publish the listings!
—> thegunkyard@gmail.com **if you’d rather your email address not listed let us know and we can get you in touch with interested parties**
THIS is community building for musicians.