How to Book Live Performances

Before reaching out to venues, honestly evaluate your current draw. How many people can you reliably bring to a show? If you have never played live or are new to a market, start with venues that have built-in foot traffic and do not require a guaranteed draw. Coffee shops, breweries, small bars, and open mics are ideal starting points. Track your attendance at each show and use that data to pitch larger venues. Venues care about one thing above all else: can you put paying customers in the room.

Build a list of venues in your area that book artists at your level and in your genre. Attend shows at potential venues to understand their booking patterns, audience demographics, and what types of acts they prefer. Follow venues on social media and sign up for their mailing lists. Note the names of talent buyers, promoters, and booking contacts. Research whether venues book directly, through a promoter, or through a booking agency. Aim to have a target list of 20-30 venues you could realistically play within the next six months.

Your booking pitch needs to include everything a talent buyer needs to make a decision. Prepare a concise, professional email template that includes your artist name, genre, a one-paragraph description of your sound, links to your music and live performance videos, your draw history (if applicable), your availability, and your EPK link. Have a live performance video that shows the energy and quality of your show, not just a studio recording. Even a well-shot phone video from a recent gig is more persuasive than no video at all.

Send personalized emails to each venue's booking contact. Never send mass emails or generic templates. Reference something specific about the venue, such as a recent show you attended or an artist on their roster who shares your audience. Keep the email under 200 words. Include your strongest music link, your live video, and a clear ask with suggested dates. Follow up once after 7-10 days if you do not hear back. Do not follow up more than twice; persistence becomes pestering after that.

One of the fastest paths to bookings is through other musicians. Offer to open for artists with a slightly larger following. Organize bill swaps where you play their city and they play yours. Join local musician communities, attend industry nights, and show genuine support for other artists' shows. These relationships lead to recommendations, co-bills, and introductions to promoters that cold emails alone cannot achieve.

When a venue responds positively, clarify all terms before confirming. Understand the payment structure: is it a flat guarantee, a percentage of door sales, or a combination? Ask about load-in time, soundcheck schedule, set length, backline availability (drums, amps), and any promotional expectations. Get everything in writing via email confirmation. For larger shows, a simple performance agreement outlining date, time, compensation, and cancellation terms protects both parties.

Once confirmed, promote the show aggressively. Create event pages on social media, share them repeatedly, and personally invite fans in your network. Coordinate promotion with the venue and any other artists on the bill. Post behind-the-scenes content in the weeks leading up to the show to build anticipation. Create a sense of urgency with limited capacity or special guest announcements. The more effort you put into promotion, the higher your attendance and the more likely the venue will book you again.

On show day, arrive on time for load-in, be professional with venue staff, and deliver your best performance. Collect email addresses from audience members through a signup sheet or QR code at your merch table. After the show, send a thank-you email to the venue's booking contact within 24 hours, including attendance numbers and any positive feedback. Express interest in returning and suggest potential future dates. Building a positive reputation with venue staff is how one show turns into a regular booking.