Page 89 - ION Indie Magazine MayJune 2019
P. 89
Newspapers and magazines are on timelines. BOOKING AGENT
Being slow to respond or provide the necessary This brings us to the elusive booking agent. I say
releases and requested information could (and “elusive” as they are as difficult to find for indie
will) cause you to miss an opportunity. There are artists as Big Foot or the Chupacabra. If you can
literally thousands of artists and bands vying for procure yourself an effective agent, bow down
limited slots, thus, you are easily replaced. and worship at his/her altar. Many booking
agents won’t even work with independent artists
Also, remember to demonstrate professional until they can command an appearance fee that
courtesy by showing gratitude for the coverage makes it worth their time. Their commissions
by reciprocating and sharing that coverage with begin at 10 percent and more, commensurate
your followers. Media coverage is also essential with the dollar amount they procure you for the
for your website and EPK, as being “in the news” gig. A dedicated booking agent is GOLD. They
indicates that you are being noticed and making will get you jobs you don’t have, and you only
waves in the industry. BTW…please do not pay them if they get the gig. As a side note, when
engage in paid journalism. It cheapens you and booking a show, NEVER promise that you can fill
sends the message that you don’t believe in a room if you, in fact, cannot. You might get that
yourself enough to procure it on your own. one gig, but they’ll never have you back. This is
a business built on relationships and repeat
RADIO AIRPLAY bookings. And it’s not unusual for a buyer who
Very necessary! You either garner this is considering hiring you to call a previous gig
organically by sending out your music to and ask how you did at that venue.
individual stations or you hire a radio promoter
and/or do a “radio tour”, which can coincide with By all means, position your booking agent for
your tour schedule, but is costly. There are also success! Make sure they have all the necessary
various radio spin programs that are offered. tools and support materials that I listed earlier in
Many of these companies’ actual effectiveness is this article. A good agent will be sure to get a
questionable, but there are some viable ones. 50 percent deposit and hold it in an account for
Each should be carefully evaluated but know that each show, as a safety net, plus, they will
they can be expensive. If you have a publicist, advance the show for you and provide you with
they also should be sending out your press kit all of the details pertaining to that appearance
to radio stations in the vicinity of every tour stop, including information on backline, sound,
trying to entice them to either play your music or contact person, special requests, hotel info, etc.
have you in studio for an interview to promote An agent should be licensed and have access to
your show. And when it comes to radio airplay, legal counsel to handle breaches and other
internet radio shows are your heroes! For booking-related matters.
without them…where would independent artists
be? MANAGER
TOURING At some point, you will hopefully be busy enough
This is non-negotiable. After all, if you want to to need a manager. The truth is, artists are
get the word out on your music, build your fan notoriously bad business people as they utilize
base, AND sell your music and merch, you need more of the creative side of their brain rather
to tour. Of course, the biggest hurdle to than the analytic. And it’s hard to be creative
overcome is the expense of touring and getting when bogged down in the daily operations of
enough out-of-state bookings to support the your career. A manager should NOT be a band
expense. In the beginning, many tours lose member, a family member, or anyone without a
money and are fortunate to break even. background in music and business management.
However, acquiring bookings out-of-town and Your manager will oversee all your personnel
trying to convince venue owners that you can and business affairs, execute your contracts, and
pack a room is a hurdle to overcome. Sadly, protect your interests, besides handling your
many artists aren't in a position financially to appearance schedule, payables, etc. They make
tour, and the reality is, without an investor, it sure that things run smoothly and are your
must be self-funded. mouthpiece.
