How to get gigs

A gig is a live music performance. Gigs can take place in many different types of venues - from concert halls and industry events to coffee shops and birthday parties, or even online and hybrid spaces.

No matter where it takes place, performing live is probably one of the best ways for a young artist or a new band to build up a fan base and attract interest. For seasoned performers, gigs are great for growing audiences, promoting new releases and generating income.

What does it mean to book a gig?

Booking is an agreement for your act to perform at a venue or event. It usually involves:

• you (the artist), or your agent or manager
• the promoter or venue owner

If you're only starting, you will most likely represent yourself and be responsible for your own booking arrangements.

What are promoters looking for?

Simply speaking, promoters - and venue owners - book acts because they want them to generate profit. Shows can create revenue from ticket and bar sales, so it's in the promoters' interest to book acts that can draw in the crowd and fill up the tills.

Promoters and venues are usually inundated with booking requests. Many acts compete for limited performance opportunities, so getting a spot as a new act can be tricky. If you want to get a gig, you will need to prove that you can bring in an audience. Build proof with:

• past turnout numbers
• fan engagement data (eg social media followers, email lists)
• short video clips of live shows

You can also use many online tools to connect with venues and promoters. Sign up, upload your electronic press kit (EPK), and apply to open calls. Check local open mics and Facebook groups for smaller opportunities.

How to book gigs

Before you dive in, make sure you have a demo or promotional pack that you can send or give out to venues, booking agents and promoters. This will help you to showcase your music and potential. 

From there on, several steps will follow. See how to:

• find a venue for your gig
• approach gig promoters
• pitch your music
• find audience for your show

Remember that the more often you perform and the better your act gets, the more opportunities you may get to play. See best practice when playing gigs.

Preparation is the key to success when it comes to getting gigs. This is especially true if you are looking to find and book a venue for your act.

Finding the right venue

The first step to booking a venue is finding one that is willing to take you. Start by getting to know your local music scene. Compile a list of all possible venues, from well-known establishments to small pubs, bars and similar sites.

Don't limit your research to traditional live music venues - look at community events, corporate parties, etc. When it comes to playing your first gigs, it's worth taking any opportunity you can get.

Focus on the right venues

When researching venues, try to scope out:

• places that are booking local bands or fresh, unsigned talent
• venues hosting touring bands who may need an opening act
• spots matching your genre and audience (eg indie cafes for folk, clubs for electronic)
• capacity, stage size, sound equipment, and accessibility

Remember that some venues may prefer a particular music style, or serve target demographics such as students or young professionals. If you're not familiar with the venue:

• look at its calendar for past and upcoming shows
• check the venue specs
• visit the place in person to get a better feeling for it

Aim for a venue that caters to your genre and has an established audience who share similar tastes in music. Think about the needs of your audience (eg a coffee shop may not suit a metal band). Bear in mind that many venues are booked well in advance. Approach them ahead of time and let them know to put you on their call list in case they have any cancellations.

Network in the music scene

As in any business, networking can open up opportunities. Go to as many local gigs and live music nights as you can. Talk to other musicians - they can help suggest venues and introduce you to their contacts. Join online music communities and platforms, or local WhatsApp or Discord channels for gig swaps, and build relationships with venue staff and promoters early.

Once you find out who is in charge of booking bands, send them your press kit and demo and, if necessary, follow up by phone or in person. If you are looking to book gigs through a promoter, see how to approach gig promoters.

Promoters organise events and book acts to draw crowds and make a profit. Booking through a promoter often means they handle marketing and you avoid venue rental costs, but they take a cut of revenue.

Different types of gig promoters

You will mostly come across three different types of promoters:

• large promoters working with booking agents or managers, and promoting gigs and tours on behalf of signed bands and artists
• small/local promoters working with independent or emerging local musicians
• in-house promoters working exclusively for one venue, booking the venue diary

Target promoters matching your level and genre. Use networks or platforms like Gigmit to find contacts.

What promoters expect

They receive many pitches daily, so stand out by showing audience potential, including past attendance figures, social media following, streaming numbers and live performance videos. If you are approaching promoters, keep in mind that:

• Not all promoters appreciate cold calling. Use your network and contacts to make introductions and ask permission from the promoter to send them your music.
• Make sure that your demo is of good quality before you send it. First impressions count and promoters often receive dozens of proposals and emails a day. If you want to land that gig, it's important that your promotional materials stand out.
• Think about how you can create a win-win situation for the promoter. Align your goals with the venue's and, above all, remember that promoters want to get crowds through the door - show them that you can deliver the audience and fill the venue.
• Promoters are generally busy and may not reply to all the proposals they receive. You should follow up by phone, or even in person if you haven't heard back.

Not all venues work with promoters. Try to find out what their preferred method is before approaching them, or ask other bands who have played in the venue about their experiences.

See also how to pitch your music.

Competition for gigs is high. There are a few performing slots and many musicians or bands looking to take them. It can be difficult to know what the best approach is to pitching your music and asking for gigs. Always check with the venue for specifics, as their requirements may vary.

While there are no firm rules when it comes to asking for gigs, the best pitches usually follow several simple steps.

1. Make your music available

Publish it on your website, YouTube, sites like SoundCloud, ReverbNation and Bandcamp, or any other online platform. Even if you don't have a polished recording, venues and promoters will want to hear you first before they consider taking you on.

2. Send your electronic press kit (EPK)

This is basically a resume or CV for musicians, artists, bands or DJs, containing their online media or marketing portfolio. It should provide simple access to all your essential information, including:

• short bio and genre
• music and video links
• high-quality photos
• audience stats (followers, past turnout)
• press mentions or testimonials

3. Suggest a date

When suggesting a date, keep in mind that weekends are usually reserved for bigger or more experienced bands who are likely to fill the space. You may want to give the venue or the promoter a choice of dates to book a show - being flexible may increase your chances of getting selected. Midweek or afternoon slots often suit emerging acts.

4. Send your pitch

This is usually done by email. Be friendly but professional - check your grammar, spelling etc to make sure that you come across well. Include a brief description of you or your band and explain why you feel your show would be good for their venue. Be clear in what you ask for and give a timeframe during which you hope to schedule your gig. Make sure to include links to the EPK, with details of your music, website and social media accounts, or any photography and video you may have. It can help to point out if you already have an audience for your show, eg you previously had a sell-out gig. Alternatively, you can include a plan for promoting the show online and offline.

5. Follow up

If you don't hear from them, follow up with the promoter or the venue by phone or in person. There is no rule regarding how often you should follow up, or how long you should wait after submitting your pitch. You will have to decide where the balance lies between pursuing an opportunity and simply being pushy.

If your pitch is successful, you may discuss terms next – usually involving a payment and a contract or a live performance agreement. See how to negotiate a gig deal.

If you were not successful, ask for feedback and use this to improve your pitch in the future.

Once a venue or promoter shows interest, it’s important to negotiate terms that suit both sides. The venue owners may not be flexible about rental fees, but you may be able to get a better deal if you can show your:

• ability to bring in a big crowd
• commitment to promoting the show and making the event a success

The rental fee will usually be a guarantee you make to the venue. Often, it will be covered by the percentage of the money collected at the doors and bar sales. In order to negotiate a good gig deal, it helps to understand the differences in the way gig payments can be made.

Typical gig deals

The most common types of gig payments are outlined below.

Guarantee gigs

In guarantee gigs, the artist is paid no matter if the gig is sold out or barely attended. Most independent artists tend to want a guarantee. The venue or the promoter assumes all the risks and loses money if you don't get enough people through the door. Because of this, guarantee gigs are the hardest to get and often reserved for bands proven to draw in large audiences.

Door 'split' gigs

In 'split' gigs, there are no guarantees. The artist or the band do not get a set fee for performing. Instead, their payment depends on the event's attendance since they get a percentage (eg a 70/30 split) of ticket sales. This means that, if you get a good turnout, you can make a decent amount of money. If few show up, you may leave with nothing. Most venues prefer door splits for new and growing bands acts because it removes the element of financial risk from them.

Donation gigs

When the venue doesn't pay you anything at all, regardless of attendance, you're talking about donation gigs. In such an arrangement, you may collect donations or make money on sales from the audience. These deals may suit certain artists better than others. For example, donation gigs may be a good option:

• if you have lots of merchandise to sell
• if you're looking for exposure (eg a showcase or an opening act for a larger band)
• if you simply want to boost your experience and fill up your schedule

Pay to play gigs

These are the easiest type of gigs to get. The venue will be asking you to pay to perform there and you will have to:

• get the fans to pay you to come in
• buy the tickets yourself and try to resell them to fans

It is important to understand that, when you are just getting started, you may not always make money on your shows. But that doesn't mean that you should always pay to perform either.

Think carefully about the financial arrangements and be flexible - even if you don't earn any money, gigs can be a valuable way to build your reputation and develop a fan base.

Remember that, if you have merchandise, you can increase your earnings beyond your gig fees.

Getting people through the door is probably one of the biggest difficulties gigging musicians face. If you struggle to find an audience for your show, you can use simple strategies to reach out to fans and get them along to your gigs.

How to get more fans to your gigs

1. Actively promote gigs to your fans. Don't rely purely on the promoters or the venues to advertise your show. You will have more success in reaching audiences if you work together and coordinate your marketing efforts. See how to promote your gig.

2. Use online tools to engage with your audience. This can be your own website, your social networks, distribution platforms such as SoundCloud or YouTube, and - for new acts - even sites like BBC Introducing and Amazing Radio. 

3. Use social media effectively. Offer different content and engage with your audience online. Be active on social networks before, during and after the event. 

4. Tap into the blogging community or use radio or media contacts to announce your gigs. Put your PR into practice and build a relationship with the local press.

5. Play with other bands - this can be a great way to liven up your gigs and expand your fan base. You could find other bands that play similar music, open for each other or play joint sets to mix things up.

6. Use covers - if you're playing local gigs and have limited songs to draw from, add interest to your show by playing cover songs. Get creative and appeal to a wider audience by choosing songs from a different genre and adapting them to your style

7. Record live - if you have the equipment to capture the performance, filming a live music video or a live track can add excitement and lure the fans. You can also sell the resulting track or use the video to further promote your music.

Remember to give yourself plenty of time to promote your show. It is worth reminding people about it a few times before the show date. Use your email lists and other contacts to target your audience and send personalised communication.

Remember that, if you have merchandise, you can increase your earnings beyond your gig fees. As well as that, if you write, compose, perform or publish music, you can get other additional income. 

Once you have secured a gig and booked your venue, it's time to get promoting. Promotion drives attendance, press interest, and future bookings. Starting early is the best way to promote your show. As soon as you have a booking, you should take steps to find an audience for your show.

Gig promotion methods

There are many ways in which you can promote your show to ensure that you get audience attending, secure press coverage and show agents and promoters that you are a marketable and profitable business.

Flyers and posters

You can use promotional materials like flyers and posters to promote your gig. These don't have to be fancy. They do, however, have to include the necessary information about your show, including:

• who you are
• where you're playing
• what are the ticket costs - and if you can purchase them in advance
• what time do the doors open

Make copies of your materials and give some to the venue, and circulate them more widely through your local networks or on social media.

Online and social media promotion

Social networks present an effective way of promoting events. They can connect you with your target audience at a click of a button. You can create event pages, blog entries, join groups, publish posts, announcements and show teasers. All of this can help generate buzz and energise your fans. 

Press and media invitations

One of the simplest ways to gain publicity and increase coverage of your show is to invite the press. You can use a press kit to attract media representatives to your show. You can also:

• write a press release - see how to write an effective press release
• let local papers and radio stations know about the event
• offer guestlist places to members of the press and industry

Don't just target the largest media outlets and publications. Contact your local papers, school and university publications, local music bloggers, art magazines, etc. Read about public relations.

Email and direct marketing

A mailing list can help you establish a direct way to engage with your fans. An email shot can help you communicate important updates about gigs, new music or developments, or send reminders about gigs in a personal and timely matter. Read more about direct marketing: the basics.

Playing live music for the first time is a life-changing experience. Even if you feel comfortable on stage, getting your gigs to run smoothly is no easy feat. Here are some top tips to help you ensure the success of your show.

Tips for a successful performance

Make sure you practice

Rehearse playing your songs in scenariosin realistic conditions - , eg with distractions, movement, and timing. Playing in the comfort of your studio and playing live are completely different experiences.

Record your rehearsals

Focus on visual impact as well as audio consistency. Get feedback from friends and family before performing in front of an audience. 

Develop a great stage presence

Remember that people come to hear and see your gig, so make sure that your performance is visually striking and memorable. Make eye contact, move with purpose, and connect with the crowd.

Plan your setlist

Don't try to wing it. Choose songs that flow well and open with a high-energy track. Decide the order in which you will play your songs, and time your set precisely to fill the slot. This should help you get your set as tight as possible.

Arrive early

Allow plenty of time for load-in, soundcheck and setup. Lack of preparation ahead of the show can adversely affect your set.

Sort out the logistics

Being on time will help you sort out the performance logistics, such as the sound. Work with the sound engineers to check amplifiers, tune your instruments, test the sound mix, etc. This will hopefully prevent possible issues during the performance. Have backups for gear failures.

Engage the audience

Talk between songs, respond to energy, and thank the crowd. You can even use social media live from the venue. It will make them feel part of the act, which can shape their positive view of your performance.

Manage nerves

Have fun on stage and don't let performance anxiety and stage fright affect your show. Have contingency plans for mishaps like broken strings or sound problems.

Pack up quickly

Unless you're the headline act, the next band may be waiting eagerly to get on stage. Follow any pre-determined set lengths. If you're expected to play for a certain amount of time, don't play less or more than requested. This will help ensure that the event runs as smoothly as possible.

Finally, for a live show to work, team effort is essential. Treat everyone at the venue with respect, be professional and make a good impression. Each gig can lead to another, so don't make poor behaviour cost you opportunities in the future.