Once a band has learned the secrets of creating music that will appeal to the masses and has created a demo (see Recording the First Demo), it must then take steps to get noticed. The two steps in this process that are of paramount importance are playing live shows and viral marketing.
Playing gigs and launching a viral ad campaign should be pursued in tandem. If the band is playing out, and is well received, people must be able to get to the band on the Internet. Likewise, if a band is easily searched and seen on the Web, then it must do live shows to back up its Web presence. The next segment in this series of articles will provide details on launching a successful viral marketing campaign.
Getting Gigs
Probably the more difficult of these two steps is booking shows, especially if the band is not in a large metropolitan area where it is sometimes easier to find venues in which to play. A band absolutely must be able to practice and perfect its stage presence and there is no better way to do this than to play in front of a live audience.
Naturally, a great deal of rehearsal time will be needed prior to playing live, as an audition may be required in order to land a gig. The band will need to be able to perform well during an audition so that it is selected by the venue agent for a performance. Rather than focusing only on the music during such rehearsals, invite friends and family members to watch and critique how each member of the band moves and presents him or herself while playing.
To land an audition or a gig, a band can start locally by volunteering to play free for friends’ and family members’ parties and events. Research on line to find out what charity events, festivals, or other venues might be available for new talent. Check also for local talent or open mic nights in the band’s genre and age range. Finally, when targeting clubs, it is important to ensure that such clubs are age-appropriate for the band.
Building a Promo Kit
It is critical to compile a ‘press’ or ‘promo kit’ that contains a cover letter, band photo, biography, copies of any press clippings available, and the band’s demo. The promo kit for a start-up band should be professional-looking and should contain just enough information to provide interest, but should avoid going over the top. With the electronic resources available today, putting together an informative and pleasant promo kit does not present a major challenge.
Every band should be aware of two major turn-offs for the folks reviewing these kits. The first is a promo kit that has not been spell-checked or proofread and that contains typographical, spelling and grammatical errors. The band should have someone with some skill in this area take a look before mass-producing the kit. If no one in the band is good with this sort of thing, a friend or family member who is can be enlisted to help. There are almost always people willing to promote a band they like by applying their skills in areas such as these. (This same concept applies to band photos, as well.)
The second turn-off for a venue agent is receiving a promo kit that lacks required information because the band did not first contact the venue and ask what it requires. Some venues have very specific conditions under which it will consider booking an act. If these conditions are not met, the band’s promo kit is likely to end up in the trash.
The band member who is best at talking with people should call or visit the venue, make sure he or she is making contact with the right person, and then follow any instructions received to the letter. That conversation should always end with the band’s representative telling the venue agent to expect a copy of its kit, as well as a big “thank you,” for that agent’s time.
Give Them What They Want
Once a band has landed its first gig, it must be prepared to show up on time, put on a memorable show, and be professional at all times. The band must adhere to the requirements of its time slot and refrain from cutting its set short, or going over the allotted time.
There are no guarantees of being asked back a second time, and unless the band has achieved rock star status already, it may find that unruly behavior, coarse language, and bad attitudes displayed by its members will result in never receiving a second invitation to come back.
Every opportunity that a band has to play is an opportunity to reach that one person who could be the key to the band’s success. That is what makes repeat gigs so important, so playing well, behaving professionally and having fun (even when it’s nerve-wracking), are key ingredients to playing the next time.
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