You've done everything possible to fill each day with bookings, and yet you still end up
with one day, between gigs. You don't have to drive and you don't have to play. Depending on how long you've
been on the road, you might want to simply sleep or catch up on emails or write a new song. If however you
have done a brilliant job of planning and this day off is no accident, a great deal of business can be
accomplished. Here are some ideas to help you pass your next off-day more productively.
You've chosen your touring market and selected the right venue and now it has been a week, maybe
two and the club booker is keeping you dangling. You know you could do well in this venue and you really think it
will work. You are so ready to play at this club yet the booker won't make a commitment. Time marches on, booking
opportunities slip away, adequate promotion time dwindles and still you wait. How long is too long to wait for a
gig commitment?
Playing clubs usually involves door sales. Depending on the deal you negotiate, it is
very likely that your income will be partially or wholly dependent upon a percentage of the
tickets sold.
Up until now we've been concerned about getting the gig. But, what happens if either
you or the promoter has to cancel the date? The first item of business is to make sure you have a
good cancellation clause in your contract.
You've probably read numerous articles espousing the benefits of having a written contract
for all of your gigs. You might have even experienced one of those moments when you wish you had had a
written contract for that one gig you did for your friend, who just didn't have the agreed upon amount
money at the end of the night. Never mind — you are wiser now.
Whether you are booking your own band or have an agent, it is important to establish your
value within your particular market. When there is demand for your act, your fees will increase and
bookings will be easier to contract. At the beginning of your touring career, there is probably little
or no demand, therefore, the fees are low and there is more difficulty booking dates. While you are building
your reputation and following, it is important to keep track of the following factors, enabling you to begin
to establish a track record and some value. Establishing value for your act helps to create some leverage
when negotiating with promoters and booking personnel at each venue. So how do you begin to establish your value?
Keeping your band on the road gigging is a constant challenge for any artist. As a self-managed,
self-booking artist, you need to be even more diligent in your attempts to book tour dates. In your efforts to
build a loyal following in specific markets, it is important to book return dates at venues you've already played.
There is no better time to begin negotiating a return date as at the time you are settling the current date.
Now that you have some basic negotiation savvy, it is time to become familiar with some of
the standard types of deals used when negotiating performance dates. I also suggest the various situations
for which each deal is best suited. Keep in mind, however, that every negotiation can be as creative as the
individuals participating. If the following standard deals require some tweaking to suit a particular
situation, feel free to explore all of your options. Most booking personnel with whom you shall be negotiating
are familiar with these standard deals and may be more comfortable using one of them to finalize your
negotiations.
Now that you have some basic negotiation savvy, it is time to become familiar with some of
the standard types of deals used when negotiating performance dates. I also suggest the various situations
for which each deal is best suited. Keep in mind, however, that every negotiation can be as creative as the
individuals participating. If the following standard deals require some tweaking to suit a particular
situation, feel free to explore all of your options. Most booking personnel with whom you shall be negotiating
are familiar with these standard deals and may be more comfortable using one of them to finalize your
negotiations.
Audience Development
