How To Book More Gigs: Essential Tips for Indie Artists

Booking gigs as an indie artist can be challenging, but we’ve got you covered. Discover proven strategies to land more shows, build your fanbase, and take your live performances to the next level.

How To Book More Gigs: Essential Tips for Indie Artists

by CRISTINA CANO via DIY Musician

When I first started playing gigs, breaking into my local scene felt daunting. Open mics and showcases were fun ways to meet fellow musicians, but when it came time to book actual shows, I struggled at first to gain traction. (TBH, I even went so far as to create a fake booking agent to do my bidding for a while, and it didn’t NOT work …) But once I figured out the ins and outs of my local scene, I realized that building genuine relationships with booking agents and promoters was key. Not only do good relationships lead to better gig opportunities, but they also foster a sense of community where everyone supports one another.

Booking shows as an indie artist can be a tough nut to crack, but with the right strategies, you can create opportunities that help you grow your audience and sharpen your craft. Here are some “best practices” to guide you.

Do your research

Don’t waste time targeting venues where your music won’t resonate. Research venues that regularly book artists within your genre and have a track record of attracting the type of audience you want to reach. Look into the venue’s size, atmosphere, and whether it has a local fanbase for your style of music. Not sure where to start? Do some social media snooping to see where other locals in your genre are playing out.

Be Professional in Your Pitch

To catch a booker’s eye, your pitch has to be on point—think pro, but keep it real. They get flooded with inquiries, so keep it short and sweet. No one’s got time for a novel! A clear, well-structured email shows that you’re serious and respectful of their time.

Your email pitch should include:

• A flexible date range.. Offer several potential dates when reaching out to bookers. Keep in mind that prime slots (like weekend nights) are more competitive. If you’re flexible, especially with mid-week dates, your chances of securing a show are higher.
• Weekday gigs can still bring in a crowd if promoted well!
• A brief artist bio highlighting your past performances or notable achievements.
• If it’s a special show (album release, reunion, or anniversary), make sure to mention that.
• Links to your music and social media profiles.
• A press photo and, if possible, a live performance video to give the booker a sense of your stage presence.
• Specific reasons why your music is a good fit for the venue and any other artists you hope to include on the bill.
• It’s best to tailor your pitch for each venue. It shows you’ve done your research and you are aware of their show calendar. Avoid sending out mass emails to several venues at once.

Promote the Show Aggressively

Venues are always on the lookout for artists who can pack the house, so it’s crucial to elevate your promotion game. Think of your show as a party—you want a lively crowd, not an empty house! To make sure your friends and fans show up, you need to pull out all the stops and create serious buzz. The more energy and creativity you invest in promoting your show, the more likely you are to fill the venue and turn it into the party you envision. So get out there, spread the word, and make sure your night is unforgettable! Here are some tips to get the word out:

• Social Media Campaigns: Create eye-catching posts and stories to build buzz. Use TikTok, Instagram, and whatever platform your fans are on. Think of fun content like behind-the-scenes clips or sneak peeks of what to expect at the show!
• Email Lists: Don’t sleep on your email list! Send out fun newsletters or personalized invites to keep your fans in the loop.
  Posters and Flyers: Get crafty! Design some dope posters and flyers to plaster around the local scene (where it’s allowed).
• Make ‘em visually pop—this is your chance to show off your style! Keep a running list of locations where your posters can go up, and ask other artist buds where their top spots are around town.
• Collab for Cross-Promotion: Team up with other artists on the bill to boost each other’s reach. Share posts, create a joint playlist, and encourage your fans to check out the whole lineup.
• Text, Call, DM: Don’t hesitate to slide into the DMs of your friends, family, and fans. Get personal! A quick message can make all the difference in getting people to show up.

Lineup is Key

If you’re new to playing shows or performing in a new city, collaboration is key. Connect with local bands or artists and offer to co-headline a gig. Teaming up with acts who already have a fanbase in the area can help you draw a larger crowd and increase your chances of getting booked. Having a lineup locked in when you pitch is a huge plus in bookers’ eyes.

Another great strategy is to curate a lineup with a mix of artists who attract different audiences but whose sounds complement each other. This approach allows for more diversity in the audience, boosting exposure for everyone involved. Fans of one band may discover new favorites from the same bill, giving you the chance to connect with new listeners.

Be Honest

While it might be tempting to exaggerate your potential draw to secure a gig, honesty is key when working with venue bookers. If you tell a venue that you can bring in 200 people but only 10 show up, you risk damaging your reputation. Venues count on artists to help fill the room, and failing to meet expectations can lead to a loss of trust. Booking is a partnership!

Inflating your draw also undermines any fair pay agreement you’ve negotiated. If a venue is expecting a packed house and that doesn’t happen, it may hurt future negotiations or even jeopardize your payment for the night. Be transparent about your audience size and focus on what you will do to promote the event. Venues appreciate artists who are honest and make a strong effort to bring in a crowd, even if it’s still growing.

Make Friends in High Places

Booking shows isn’t just about sending out cold emails—it’s about building genuine relationships with the people behind the venues and local music scene. The more you establish connections, the more likely promoters and venue staff will remember you and consider booking you for future gigs.

Here are a few ways to cultivate these relationships:

• Attend shows regularly at the venues you want to play. Show your support for local artists and introduce yourself to venue staff, bookers, and promoters after the show. People in the industry notice when you take the time to support their events.
• Network authentically with promoters, other bands, and venue owners. Ask questions, express your interest in their work, and show appreciation for the shows they put together. It’s important to build these relationships organically, without being pushy or asking for favors right off the bat.
• Follow and engage on social media. Many bookers and promoters are active on social media, so following them and interacting with their posts is a great way to stay on their radar. Share and promote shows you attend or artists you support—being part of the local conversation can help you connect with key players in your scene.
• Volunteer or offer help at events. Whether it’s helping with setup, manning a merch table, or promoting a show, offering your assistance can build goodwill and give you insider access to those who book shows.
• Maintain communication. Once you’ve made contact, stay in touch. A friendly check-in or a quick thank-you after attending a show or meeting a promoter goes a long way. Building relationships is a long game, and consistent, genuine interaction is the key.

Over time, these efforts build trust and make you a familiar face in the local scene, making it much easier for venues and promoters to want to work with you. Good relationships often lead to better, more consistent opportunities. And remember—word gets around.

Booking shows as an indie artist can be a wild ride, but with dedication and a sprinkle of hustle, you can turn your aspirations into reality. Remember, every gig is an opportunity—not just to showcase your music, but to connect with your community and build your reputation. So, stay authentic, keep pushing, and remember: the more you invest in your craft and community, the more epic your journey will be. Now go out there and make some noise!