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Tips for bands and promoters

editor

hiraethified
Funnily enough, I was nearly commissioned to write a book offering advice on bands on how to promote themselves, but for now I'll just add snippets as I go along.

1. Don't send out press releases to media outlets boasting that your event is about to sell out because they'll just think there's no point publishing it. A story entitled 'no tickets for sale at this sold out gig' is unlikely to be of interest to readers.

2. In your band bio, don't fill it full of irrelevant, dull shit like, "The original bass player Jon (formerly of A Band You've Never Heard Of) was replaced by Tony, who was previously also a member of A Band You've Never Heard Of. No one fucking cares.

More to come later....
 
Band names:

1. Don't pick a well known brand name as you'll have to change it the second you start to get well known.
2. The shorter the name, the bigger it will look in posters
3. Don't pick generic names that will be lost in millions of results when fans try to search for you online
4. Check what your name means in foreign languages. If you're lucky enough to get shows abroad you want to make sure that your name doesn't mean "shit farm" in Spanish or whatever.
5. Any name based on current trends/fashions will go out of date very quickly
6. Ultimately, if you're good enough, the name Shit Farm will be fine.
 
Has there ever been a bleaker time for new bands/promoters? Small venues closing down, night life dying on its arse, cost of living, gen z turning away from alcohol/going out, charts barely even featuring bands at all these days, the encroachment of AI....

Maybe I'd start with...

1. Are you sure about this?
 
Has there ever been a bleaker time for new bands/promoters? Small venues closing down, night life dying on its arse, cost of living, gen z turning away from alcohol/going out, charts barely even featuring bands at all these days, the encroachment of AI....

Maybe I'd start with...

1. Are you sure about this?
If your driving force as a songwriter/musician is to be rich and famous, you're almost definitely in it for the wrong reasons.

You do it because you fucking love it or can't stop being driven to create music, even when it's detrimental to either your physical or mental wellbeing (or both).
 
If your driving force as a songwriter/musician is to be rich and famous, you're almost definitely in it for the wrong reasons.

You do it because you fucking love it or can't stop being driven to create music, even when it's detrimental to either your physical or mental wellbeing (or both).

Well, quite. And that would be the subtext to the first point. I could've added Brexit into the mix too if anyone had aspirations to play in the EU, whether for love or money. It's a shite time to be in a band if you want to be gigging and just breaking even. Never mind making money.
 
Has there ever been a bleaker time for new bands/promoters? Small venues closing down, night life dying on its arse, cost of living, gen z turning away from alcohol/going out, charts barely even featuring bands at all these days, the encroachment of AI....

Maybe I'd start with...

1. Are you sure about this?


People keep saying this and it’s entirely counter to my observation and experience. I’m running to keep up with new bands, new shows, new releases.

Last year at Glastonbury it was “spot the band” as we walked around seeing bands we knew from smaller venues across SE London, Dalston, Whitechapel etc. playing on larger stages. One band was playing to a full crowd on the Other Stage and I’d seen them only months before in front of 100 people.

One of the problems is that there are no bookers at this level, so bands aren’t getting booked into small and midsize venues outside London. It getting support slots either.

I realise it’s far tougher and very different outside my bubble, but the bands inside the bubble are very keen to get seen elsewhere. They’re finding it tough to get out to where they can be seen.

The current model doesn’t work, that’s the problem.
 
People keep saying this and it’s entirely counter to my observation and experience. I’m running to keep up with new bands, new shows, new releases.

I don't think that invalidates any of my points. If you want to be in a band or be a promoter I'm not sure there's ever been a harder time (bar Covid-19). So while there may be no shortage of musicians out there doing it for the love of it, just getting enough traction just to break even, or not lose a significant amount is a struggle.

Even the established mercury nominated Nadine Shah turned down Glastonbury last year owing to the cost, so I think my point stands and asking 'Are you sure' is a pretty relevant tip for any artist/promoter to ask themselves before putting their life and soul into it. Whether in it for the money or simply wanting to get out there and not go broke.
 
Id throw in -

Dont use some illegible font for your band name.

Punk gig poster designers - you actaully dont HAVE to use skulls or spiky white on black writing.

Punk/metal Bands/Hip Hop bands (or crossovers thereof) - you dont HAVE to have someone giving the middle finger in your band photo. (Think it stopped being remotely daring over 40 years ago).

And bands generally - make a fucking effort in how you look on stage. Lank hair washed out t-shirt and ill fitting jeans ... c'mon you're performing to the public - not playing World of Warcraft in your fetid attic room. No wonder fewer and fewer people go to grassroots gigs these days ...
 
From a punter to support acts - do yourself a favour and when you close your act TELL US CLEARLY WHO YOU ARE.

It's extraordinary how many bands think it's not cool / too awkward to do so. Remember that the punters might not know and who knows might buy your music if they do.
 
Band photos

1. Offer images in a variety of formats making it easier for magazines to accommodate the photo in their layout
2. Don't stand in front of confusing backgrounds.
3. Don't have one member standing some distance from the rest of the band as they'll inevitably get cropped out
4. It's annoying, but have the lead singer/person in front
 
In pre-internet days, 2 weeks before a gig, 2 of us would do a gueriila fly-posting blitz on all walls and bus shelters closest to the colleges nearest the venue (one carrying the posters and brush in a bag full of beer cans and the other with a 3L cider bottle full of paste) stating date, time, all bands on bill, entry fee and an eye-catching graphic or two. FB has made this largely unnecessary but it was good to see physical evidence of your efforts everywhere.

In terms of today - agree a set fee with the venue rather than take cash on the door esp. with provincial pubs/clubs. Takes the pressure off and, if you go down well, there’s likely some repeat business.

Carry business cards around as often, when playing such places, you can get extra work from someone in the audience who wants a band for their birthday/BBQ.

If you’re young and hungry and really trying to “make it”, all the above is more for an older working band with a mix of covers and originals. 35 years ago, there was more of an audience for live music plus plenty of people willing to pay for the same. These days, one of the main problems is a demographic squeeze as there simply aren’t enough 18-30 year olds about to sustain a “scene” - and that’s before we get to factors like the cost of living, price of a pint, smoking ban and the apparent decline in younger people’s hedonistic urges compared to the past.
 
Id throw in -

Dont use some illegible font for your band name.

Punk gig poster designers - you actaully dont HAVE to use skulls or spiky white on black writing.

Punk/metal Bands/Hip Hop bands (or crossovers thereof) - you dont HAVE to have someone giving the middle finger in your band photo. (Think it stopped being remotely daring over 40 years ago).

And bands generally - make a fucking effort in how you look on stage. Lank hair washed out t-shirt and ill fitting jeans ... c'mon you're performing to the public - not playing World of Warcraft in your fetid attic room. No wonder fewer and fewer people go to grassroots gigs these days ...
I have a lucky pair of blue suede shoes for gigs and our bass player makes an effort. Our drummer is permanently stoned and looks like he’s just come from his window cleaning round but he’s a great player and hidden behind the kit 😀
 
I don't think that invalidates any of my points. If you want to be in a band or be a promoter I'm not sure there's ever been a harder time. So while there may be no shortage of musicians out there doing it for the love of it, just getting enough traction just to break even, or not lose a significant amount is a struggle.

Even the established mercury nominated Nadine Shah turned down Glastonbury last year owing to the cost, so I think my point stands and asking 'Are you sure' is a pretty relevant tip for any artist/promoter to ask themselves before putting their life and soul into it. Whether in it for the money or simply want to get out there and not go broke.


I don’t think it’s bleak for bands. That’s the bit I was responding to.

Bands are making music, getting audiences, playing, releasing, promoting, cross pollinating, laughing, having a grand old time. And they’re building audiences. Part of the problem is that audiences are more discerning and more demanding than they used to be, more music literate.


As for the “are you sure….?” I get what you mean but for my money I’d rather have not great bands filling out the bill so the venue can stay open. We need the bill fillers to keep the whole thing moving along. And in my experience and observation, there are plenty of bands who I think are only fair-to-middling, who are popular. Bring it on.

Deadletter and Lighthaus are both bands I don’t much like but you’ll be seeing them play your town pretty soon.

The Gash are gash imo but they’re going to be making waves in a minute. Automotion are boring ( or they were, I’m hearing that they’re better now) but they’re already playing Europe.


For every Deadletter, there needs to be two other bands on the bill who are never gonna make it, but they make the right noises and shapes onstage, they’ve turned up, plugged in and they bring their pals into the room, and it’s live music ffs so bring it the fuck on.


As editor says, they’re not interested in making shit tonnes of money they just want a living wage so they can keep playing. The current model doesn’t support or allow that. I think we’re in a time of change, hopefully something different will emerge.


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From a punter to support acts - do yourself a favour and when you close your act TELL US CLEARLY WHO YOU ARE.

It's extraordinary how many bands think it's not cool / too awkward to do so. Remember that the punters might not know and who knows might buy your music if they do.


A lot of them are just shy or inexperienced or forget. They kick themselves when they get off and realise they missed the chance to say their name. They’re learning road craft and stage craft. Saying their own name falls down the list when they’re trying to get everything else right.

I agree though, they do need to do it more. It needs to be higher up the priority list.
 
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they’re not interested in making shit tonnes of money they just want a living wage so they can keep playing. The current model doesn’t support or allow that.

That's essentially what I'm getting at. I wasn't implying only doing it to become rich or famous. I was basically warning that it could likely be a very costly affair before breaking even, if that even happens.
 
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