Music Business 106; Tracking your connections

Simplify your life

I have used the Telephone as a sales tool to get bookings, but I have found that I really had to visit the people so they could scope me out first, before they actually wanted to do business - you, or someone else will need to plan a road trip. You may have to cover a large geographical area, and will probably need to know a lot of names, places and events. Unless you really like to travel constantly, and enjoy the frequent rejection you will encounter, do some research. You may fail because of any of the following common reasons:

• There is some mismatch of styles of music desired.

• They use a specific Booking Agent.

• They only use live entertainment on occasion.

• They aren't interested.

You'll often never find out about these things unless you talk directly to someone at the establishment.

• If you find a mismatch, you may be able to work with other entertainers where this isn't a mismatch for them and trade opportunities (They will encounter mis-matches too).

• If they only work with a specific Booking Agent, find out who that is and visit with them. That Agent may be able to find you work in that area. Stop in and visit with them - Leave no stone un-turned.

• If they only occasionally, use live entertainment, find out why, who the people are that might hire the live entertainment and when those times are.

• If they aren't interested, then you'll know not to bother with them in the future.

Along with the rejection, you'll get real leads. You may find out about places that you never heard of and get a contact name. You might get hired on the spot. Make sure that you have contracts with you.

You will want to document what you find out, and then use that data to make any trips more productive, and allow you to utilize your telephone as much as possible.

It is really a good idea to visit every establishment that you eventually want to consider performing at. This is much better than simply calling people out of a phone book (that works too, but you may be surprised by what you find when you show up if you haven't scoped out a place in advance). You'll get to meet the owner, or chat with the hired help. You'll learn more than you could have any other way. You can see what type of facility it is, what types of people are currently performing, and get a feel if this place is a potential fit for you. Here in Colorado, I've taken 400 mile road trips (all in one day) to visit a whole bunch of places that I might be able to perform at. Its really hit and miss when you do this, but if you keep track of what you find out, you'll be able to do the same sort of thing far more effectively in the future. You will know who to work with and what will just be a waste of time.

Document your findings

Make one out for every place you visit or call on the phone. You will want to track all of these places and people over time - you won't miss as many opportunities if you know your market.

Business Name:	Contact Name/Title:
Address:	City/State/Zip:
Telephone Number:	Source of Referral:
Music Requirements:	Type of Music:
Pay Rates:	Booking Agent Only:

Results

My experiance

Because I was able to know my market, I was able to work steadily, working 40 or more weeks a year. I did this in a sustained fashion for 8 years and was able to pick and choose higher paying work (such as New Years Eve and Christmas Parties). I shared jobs that I didn't want, or conflicted with other things I was doing, with other musicians (make sure you know these people well and that they are reliable - you may lose future work by reccomending someone who causes problems), made enough money to buy gear that I wanted, and have some spare cash and still enjoy what I was doing.

This is the same sort of task that a booking agent does, except that people also come to them for private parties. You might find yourself in a position to start your own Booking Agency if you find yourself working in an area where there is none - another potential opportunity.

Of places I played, I rarely ever played for free, unless it was a fund raiser (these are worth-while), or an outdoor event sponsored by a television, radio station or newspaper. These can give you free advertising that will help you get future work. I would guess that this amounted to 3 or 4 times a year; the rest of time, I got paid.

It took me nearly a year to get my information in place. Peoples names constantly changed, but most of the establishments and events were very consistent in their potential. Some would often call me and request availablilty, even those I had never performed at - all because I took the time and effort to visit with them personally.

Some Other Things

I usually start every trip with at least 20 demo tapes and 50 printed PR information sheets. I only handed out tapes to people that I actually thought were good prospects, but the printed materials I gave to everyone. I often got on the spot bookings based on my demo tape. Not having one is a bad thing. Make sure that you have contracts along with you in case you get work. Also have a calendar of your open dates - double booking yourself will only cause problems.

I took notes on a small pad when I was talking to people then transferred the data to my worksheets later. I never showed the actual worksheets to anyone - why not? because my notebook contained data about their competitors and this was not something that would benefit me to share. I would often be able to tell them about events in other places, but only I only shared things when I thought it was to my own benefit. As they say, knowledge is power.

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