July 28th, 2011

How to organise your first national tour – part 2

In part 2 of this post we look at more of the things you need to think about when organising your first national tour:

  • Make sure you have an AMAZING live act – It seems obvious but don’t tour until you are experienced in playing live and your live act is really tight. No mumbled introductions, you need to really engage with your audience. You need to impress people, you only get one chance.
  • Decide if you need an agent – You can book a tour yourself but you need to convince promoters you can draw around 80 people at each venue (depending on the venue) if you want to headline. Agents will only be interested in booking for you if there is a significant buzz about your band and you are already drawing a crowd. For your first tour you will most likely to be booking yourself but this is a great chance to build your reputation. Remember agents talk to promoters and venue owners, if you start to do well on the live circuit an agent will come to you.
  • List it on Live Unsigned - Live Unsigned gives you a great opportunity to connect with fans around the world, people actively looking for new bands. Make sure you list your gigs.
  • Put together your stage plan – Have a standard document with the channels you need into a PA, the instruments you use, the amount of backing vocals, if you have backing tracks or any acoustic instruments that you send to venues and give to sound people. Have a few copies printed off and have it as a standard document to be downloaded off your website (password protected if required).
  • Set goals – Are you looking to make money (unlikely) or gain fans. Be realistic. As a new band on your first tour you will be doing well to break even. Perhaps it is better to set goals in terms of how many people you get on the mailing list.
  • Have a standard rider (but keep it realistic!) – A rider is the document that contains your requirements for a gig which may include food, drink, towels etc. Asking for some beer and water is fine but if you push your luck with requests for M and Ms with all the brown ones taken out you many well be laughed at. Keep it simple with things you actually need.
  • Get some stickers made – A simple detail, but cheap self adhesive band stickers with your name/cd cover and web address that you and your fans can stick in dressing rooms etc can be very useful. If it gives people one more reminder of who you are this has to be good.
  • Start your marketing early – This needs to start as soon as the dates are booked.  Get some generic posters with a picture of the band, your logo and website and a space to write in the venue and date you are playing. Send the poster out to the venues well in advance. Often they don’t get put up but at least you can say you’ve tried. Send out your press release early, remember that many magazines have very long lead times, often months for a bi-monthly title. Book any adverts you can afford, try and keep them in your specific niche so you can hit the most likely target audience.
  • Work out if it is worth buying on to a support tour – Often when you are opening for a signed or well know band you will have to buy on to the tour, it may cost  from a few hundred to thousands of pounds to pay to do the tour. Support bands often have to pay to play, in exchange they get to do the tour and play to the headlining bands fans. It may not be fair but it is the way it is. You need to work out if the amount of fans you gain is worth the outlay. Remember you may be able to offset some of your costs by selling merchandise.
  • Ask your fans and friends for help with accommodation – See who can help, hotels are expensive. Once again ask for help on Twitter, via your mailing list and other social media. Don’t forget to bring a sleeping bag (and a blow up mattress). If you do need to book hotel rooms make sure you book them online and in advance for the best deals.
  • Arrange your transport well in advance – This needs to be booked as soon as the tour is booked. Tour buses look cool but are very expensive. Can some of you travel in the van or an estate car? If you are doing lots of gigs does it make more sense to buy a van? Are you a member of the AA or an equivalent motoring association, if not what happens when the van breaks down on the way to an important gig? If you are a singer songwriter with only your guitar and a bag can you do a tour by public transport? Make sure you review every angle to get the cheapest and most reliable transport available.

In part 3 of this post we look at map reading, street teams, budgeting, merchandising and the no solids rule!

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July 26th, 2011

How to organise your first national tour – part 1

A national tour is an amazing experience for a band but it needs a lot of work to ensure the venues are full, the fans are happy and the band doesn’t end up freezing in a ditch or in prison. You need to put a lot of effort in if you don’t want to end up losing a lot of money and playing to no one. Badly organised tours have split up some amazing bands.

So when should you start touring? You should probably leave it until you have built a following in your local area, that you have got some mentions in the press and that there is a chance of people outside of your area coming to see you. Rarely do people go and see a band they haven’t heard of, so initially it is best to do some gig swaps and perhaps a weekend tour playing with bands that you know have a following in other places first. Make sure you have a bit of a buzz about what you are doing. Remember you can use Live Unsigned to find venues and bands to swap gigs with, just look through the listings for the area that you want to play. There is more information on gig swaps here.

Here are some things to do if you want your first national tour to run well:

  • Know the details – What time is the sound check? Is there a guest list? Is there food/a rider? Where can you park the van? What time can you get into the venue? Can you sell merch and hand out flyers? What time are you on? How are you being paid? Can they put you up for the night or is there a good/cheap local hotel? Are you sharing equipment? It is all about the details. Make sure one member of the band or crew has this specifically as their job. Get all the small things right and the whole tour will run well.
  • Have your biog/press pack/photos easily available – Have a specific place on your web site where venues and promoters can download all your press information from, it will save time in the long run. You can password protect it if you don’t want fans to see it. If you need more info on putting together a press pack it is here.
  • Start planning early – 6 months ahead sounds about right, ideally tie the tour in with a CD release or another major event in the band’s career that will give the tour a bit more publicity. It will always take longer then you expect to get things organised so give yourself time.
  • Do support slots where you can – For your first tour, supporting local bands in their own area is the best thing to do. You can find other bands to play with via Live Unsigned or Twitter. Get in touch and ask if you can play with them as a support (after saying how much you like their music) or if they know any local promoters. Another alternative is to play at club nights that already have an audience, like indie nights or metal nights. These can be more difficult to play at, as competition is fierce and your music needs to fit the specific niche of the club night.
  • Fill your off days with gigs in alternative venues – If you are looking to do a run of gigs you may find it hard to get them all to run in order. There is an answer. Perhaps you can fill these off days with busking, house concerts, squat gigs or other forms of guerrilla gigs. There is a whole list of them here and not only do they fill the dates up but they give you a chance to connect to a whole new fan base. Even if your tour itinerary is full why not do some gigs during the day if you are playing at night? If you want to build a fan base it is all about hard work.
  • Check your gear – Make sure everything is working, now is the time to get the distortion pedal you tried to mend with Blue Tac properly fixed. Try and carry spares of everything, especially batteries, drum heads, leads and strings.  If you are using a laptop for sequencing ensure you have an mp3 back up of the backing tracks on your iPhone or mp3 player in case of emergency or someone spilling a beer on your computer. The rules of touring are if it can go wrong, it will.
  • Don’t forget to book the time off work – If you have a day job make sure you book the time off well in advance, there was a UK band who had to cancel a full American tour due to their drummer having to work. Sometimes it is the simple things that mess up the best laid plans.
  • Inform the local press – It can be very difficult to get press in the local papers, unless you are playing their town. This is your chance. Make sure you get in touch with the press in every town early on, get them on side, find out the music journalists name and see if you can get a feature. This will also help to get people to the gig. Mention any support slots you’ve done, national press or remarkable things that have happened. This is how you make the most of a tour, it is not just about playing it is about raising the profile of the band.
  • Work your mailing list – When fans come and see you this is your chance to get some more people on your email list. Have a clipboard and pass it round to get the addresses, don’t just leave it on the merch desk and expect people to sign up. Mention the email list from the stage and really push it. Then when you play the same venue again you have more chance of more fans coming back to see you (and hopefully bringing their friends).
  • Go where your fans are – Ask your fans where they would like to see you play, get them to suggest venues, places and promoters via Twitter and other social media. If they want to see you and there is enough of them in that area then play there, you’ll have more chance of playing to an audience. Don’t forget to ask fans to bring their friends and share your links.

In part 2 of this post we will look at agents, touring with big name bands, crew, riders and lots more.

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July 21st, 2011

9 things bands do that waste time

DIY musicians rarely find themselves with any spare time, they need to focus on the important things that will build you an audience. Important tasks like listing your gigs on Live Unsigned, talking to fans, sending messages to your mailing list, dealing with the industry and booking gigs are more than enough to keep you busy without even considering a day job and the music itself. Bands often focus on the wrong things, wasting time and slowing down their career. Here are some things bands do that waste time that you need to avoid:

  • Using Myspace – As a social network it is not as useful as it was, some people still report good results but this is rare. Mostly it is just bands spamming each other, and it is getting worse. It is not a good place to have as your main web site (a self-hosted WordPress is much better). Spending hours adding Myspace friends won’t impress anyone, you are unlikely to make any new fan relationships here. Focus your efforts on where your fans are, blogs, Twitter, niche forums and across other social media.
  • Spamming fans – Sending out generic @ message tweets to strangers, insincere emails to bloggers and “hit and run” posts on forums will rarely make you any friends. What you need to do is build a community through real relationships.
  • Trying to get physical product into record shops – This will slow you down, record shops will rarely take your CDs without having a distribution deal. You won’t get a distribution deal without having a buzz around your band. Focus on building a fan base and you will have more of a chance. Record shops are having a rough time at the moment, CD sales are down and few will take risks on stock that isn’t guaranteed to sell.
  • Copying what is fashionable at the moment – You need clear vision in what you do, copying the latest musical trends will always leave you behind what others are doing. Be yourself, be remarkable and real. This will give you far more chance of building an audience through an authentic relationship with fans.
  • Thinking it is all about them – It is all about you and your fans. Get them involved, ask for input and feedback. It is called social media for a reason, talk to your fans! Then you have more chance of them talking about you and spreading the word through word of mouth.
  • Trying to sell music when they haven’t got an audience – Give away your music and swop it for an email until you have a few thousand people on your email mailing list. You can’t sell to an audience you haven’t got.
  • Doing lots of things badly – Focus on a few important things you need to do online daily and make sure they get done. Instead of sending generic messages focus on real relationships with fans and the industry.
  • Worrying about pointless figures – How many Myspace fans you have or how high you are in online charts doesn’t really matter. The two key performance indicators for bands in the early stages are how many people are on your email list and how much merchandise you are selling (as a cash figure). Once you are turning over around £5K a year and have a few thousand people on the email list you have a business that you can continue to grow over the next few years.
  • Not setting goals – You need to know where you want to be in 3/6/12 months time. If you are not growing your audience, playing better gigs and earning more money you need to review where you are and see if you can improve the progress you are making.

Your time is limited and it is easy to get sucked into spending ages not achieving much. Focus your efforts on things that will build your profile to get better results.

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July 19th, 2011

How do you create great album artwork?

Unsigned bands are expected to be many things, from booking agents to web designers to social media content creators. One thing that you will need that is essential is a great album cover. For some artists the physical album is less important but some sort of artwork that you associate with a release will always be required. Even if you are not making your music available as a commercial physical release you will still need to have a CD to give to agents, press, managers, bloggers, radio and general industry people. A decent CD cover goes a long way to making a good first impression, a great album cover can become iconic. Think of Crass album covers, unforgettable and individual to the band. Make sure that your artwork says exactly what your band is all about. Here are some ideas to create something memorable:

  • Brainstorm before you start – Get viewpoints from everyone in the band. You will often find that each band member’s ideas about what makes a great album are very different, but if you can get something you can all agree on you will all be happier.
  • Get someone who knows what they are doing to design it – If you don’t have someone in the band who is artistic get some help. DIY doesn’t mean do it all yourself, you can ask fans or friends to help. There are also sites like http://99designs.com/ that you can use to get crowd sourced CD artwork designs, you set a design brief and budget then designers submit the artwork to you for you to choose from. Quality is variable but some amazing designers create content for 99 designs.
  • Use Photoshop if you are going to do it yourself – There are also some decent free alternatives, the best of which is Gimp but Photoshop is the industry standard. Most CD duplication companies supply Photoshop templates. CD covers are normally around 4.75 inches by 4.75 inches. Watch out for the bleed lines, if you go over these some of your design may be lost during production. Templates vary if you are getting, for example, Digi-packs or standard CDs and they tend to vary from supplier to supplier. Be careful, duplication mistakes are expensive.
  • Play to your strengths visually – If you have a great or unusual looking singer put them on the cover. If you have a great logo (and you should) feature that heavily. Think about what says the most about your band and focus on that.
  • Keep it simple and personal – If it is a great design but it says nothing about your band, what’s the point? The art needs to be individual to you and say something specific about your band. Try and keep the artwork as simple as you can, often it will be tiny, for example, on an iPod screen.
  • Think about the inlay – Do you want a thanks list, credits, website details, mailing address (ideally a PO Box) or something else? Look at what others do for inspiration and keep it consistent with the rest of your design.
  • Print your details on the CD itself – Most CD duplication companies include a template for on CD printing. Don’t forget CDs often get separated from their cases so ensure your website details etc are on the CD, not just the CD case.
  • Take inspiration from others in your genre – Spend lots of time looking at what other artists have done, either take inspiration or be brave and go completely against it, the choice is yours. Often being different will gain you the most attention. Spend some time on it and don’t design the artwork the day before the CDs need to be pressed.
  • Be Consistent – Your social media profiles, website, Live Unsigned profile and album cover should all say something about your band and your music. Keep logos and fonts the same and adopt a consistent visual style.
  • Get feedback – Post your CD cover to your followers on Twitter and other social networks using a photo sharing site like Flickr. Ask your fans and followers what they think, you may not agree but do consider their feedback. Remember some people will always hate anything you post, so don’t try and please everybody, just try and get a feel for what people think.
  • Double check everything – Get friends to check artwork and all text, mistakes are expensive.

People often judge your music on the basis of your album cover before they hear what you sound like. Make sure you give people a good impression. Great CD artwork is another opportunity to be remarkable and interesting.

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July 14th, 2011

Is being enigmatic the best way to build an online following?

On this blog we often talk about how you need to blog, use Twitter and play live as much as possible to build a following. If you want a career in music this is probably your best chance, the theory is that the more you do, the more chance you have of making things happen. However there is another way, but it’s not easy and there is even less chance of success.

Recently WU LYF, a band from Manchester, UK built a massive audience online by refusing all interviews and having no web presence apart from a confusing web site. KCRW said “Wu Lyf’s biggest selling point is the ability to maintain mystique at a time when everything is out in the open”, by not using social media they have made themselves remarkable and worthy of press attention. They seemed to come out of nowhere, no one knows the names of the people in the band and their photos feature them with handkerchiefs over their faces. A few of the biggest music blogs started writing about them and their fan base built from there.

Of course this does go back to when artists were far less connected to their audiences. From the KLF to David Bowie to Zeppelin bands used to have very little connection to fans, no Twitter or Facebook chats or blogs. They seemed to live in a different more exciting world, they were legends, whatever the reality. Bands who refuse to play the social media game are bringing back some of this mystery and excitement, they are being remarkable.

The problem with this method is getting the buzz going in the first place. You need to have amazing, fantastic music that people want to share and you need to get it to a few influential people who will spread the word for you. The ideal way would be for this to happen organically, a friend just happens to give your amazing track to an influential blogger and in a matter of days you are well known across the world. This rarely happens but there are a few ways to make these connections. You can hire a PR person who already has these contacts or you can try and build a few relationships online yourself with a few influential bloggers. Remember the more influential bloggers get thousands of emails daily, to build a relationship you will need to be remarkable and persistent but not annoying. This is very difficult to do and it may well be worth investing in a PR person who has already built up these relationships over a long time.

A lot of these bands do still have a team around them leaking tracks to influential blogs, posting web content and listing gigs on sites such as Live Unsigned. Someone still needs to do that stuff, it doesn’t happen by chance. In the case of WU LYF they have been gigging for several years and have an established management team including industry veterans who had worked with Factory Records. As usual, overnight success takes years to achieve and all is not as it seems.

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July 12th, 2011

Should you put your music on Spotify?

Now is a great time to be an independent musician, you can post videos on Youtube, communicate with fans on Twitter and list your gigs on Live Unsigned. Another useful way to spread the word is Spotify, a streaming service for music available in the UK, Finland, France, The Netherlands, Norway, Spain and Sweden and soon to be launching in Denmark, the USA and across the world.

For fans Spotify is a brilliant way to listen to music and discover new artists. Users can even download their playlists to their iPhone, Android or Windows phone to listen offline if they pay a subscription. Standard free subscriptions limit the number of hours of listening and play listeners adverts alongside the music. There are many services that allow you to get your own music onto Spotify for a small fee including Reverbnation and CD Baby, they offer it as part of their standard distribution deal that includes iTunes, Napster, Amazon etc. Some artists are happy to have their music on Spotify, some less so. We’ll look at the advantages and disadvantages:

The advantages are:

  • Exposure to the Spotify users – Some people use Spotify as their main way of listening to and discovering new music, so in your attempt to build a following it is probably best to have at least some music on there. Spotify is a great way of sharing music across social media and there is a community of people sharing Spotify playlists on blogs and forums.
  • It discourages illegal file sharing – By allowing a great deal of the music available to be be streamed virtually free, some argue that Spotify goes some way to stopping torrenting and other forms of illegal downloading.

The disadvantages are:

  • The royalty rates are awful – The system is set up to most benefit Spotify’s business partners, the major labels. Unsigned artists and indie/micro labels get a much lower rate, the major labels had to get a higher rate to get them on board with Spotify. So don’t expect to make much money, even if you get thousands of plays.
  • It discourages legal downloading (possibly) – If you can listen to music free online and download it as an offline playlist to your phone, why do you need to pay for downloads?  If you are an artist who makes part of their income from paid downloads this is a major problem.
  • You don’t get the fans email addresses – If your music is given away free through for example Bandcamp you get to keep the fan’s email address in exchange for the download. These email addresses allow you to stay in touch with your new fans and let them know about future releases and gigs which may well provide an income stream. With Spotify you don’t get any of this information.

You have to work out if for the exposure gained on Spotify is worth the money lost in sales of downloads. One of the worst things about Spotify is that fans think they have “paid” for the music and don’t need to download it, when in fact indie artists make very little in terms of royalties. Some artists are removing their music or not uploading it to Spotify for this reason.

Each band needs to work out if Spotify is worth being part of. It looks like some sort of streaming cloud based music service could well be the future of music distribution, whether Spotify is this service nobody yet knows.

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July 7th, 2011

20 ways to get 10 more people to your gigs (part 2)

In part 2 of this post we look at 10 more ways you can get 10 more people to come to your gigs. If you do all of them successfully you’ll soon see attendance at your live shows rise. Don’t forget to list your gigs on Live Unsigned and on social media before you do anything else. Here are some more ideas:

  • Charge the right price (not always the cheapest) – Free can be good but some people may think it also means it is not very good. Is an £8 gig better than a free one or a £50 gig better than a £8 gig? It depends who is playing, but deciding on the correct amount to charge is crucial. What would you pay for a great gig?
  • Do a house concert or busk in the area of the gig – House concerts (where you literally go to the home of a fan and play) are a brilliant way of connecting with a few fans in areas where you only have a small audience, then next time you play a gig at a local venue you have more chance of those people coming. Busking in the local area and handing out fliers might just get a few more people there, especially if you start talking to the people in the audience. When busking be careful, it is illegal in some places and competition for pitches can be fierce.
  • Don’t play in the same area too often – If you play the same place/town/venue too often your audience will get bored, space your gigs out and make them special events. Better to do a couple of sold out gigs than 10 half empty ones.
  • Make a promo video – If it is a really special gig make a promo video for it that fans can share across Twitter and other social media. If you can get testimonial videos from excited fans saying your live show is amazing that will really add authenticity. If you can do something funny or weird or remarkable in your video you will get more results. Here is a great one by Bill Bailey for his upcoming Sonisphere gig with Metallica.
  • Give yourself plenty of time to prepare – Don’t book a gig for tomorrow unless you have a really keen and loyal fan base (and they are all following you on Twitter). Plan your gig promotion well ahead of the actual gig itself. Create events on social media, blog about it, get your Live Unsigned listing in, tweet about it and build momentum. In your blog tease fans by talking about possible covers or what you might wear and about how generally excited you are about the gig. Send information off to supportive local radio, bloggers and podcasters. This will take weeks if not months, build the anticipation if you want things to happen.
  • Start with friends and family – The people most likely to support you are your friends and family, in the early stages of your career you need to call in some favours and get people to come and see you. Remind them via social media, make then feel part of what you are doing and don’t forget to say thank you.
  • Make it an event. Ask if there are any drinks promotions you can do or make it a toga party gig or an indie rock foam party or a spray everything silver gig. A once in a lifetime event. What if you theme a gig around the music of a famous band and you get every band on the bill to cover one of their songs perhaps a Damned, Public Enemy or Slipknot night? It is much easier to get people talking about something that is a bit different.
  • Create a press release and send it to the local press, bloggers and podcasters. If you can ask a local podcaster or blogger to DJ at your event that will help. Make sure you focus on getting these people on board, many people in the local media have national and international connections. More information on press releases here.
  • Play gigs at club nights – Club nights are a great way to pick up an audience, often becoming friendly with the DJ is a good way of making connections and angling for a gig. Even if you can’t get a gig hang out at club nights that play music similar to your own, its a good way to meet potential fans and contacts.
  • Get a tribute band to headline – Not cool, but often getting a tribute band to headline gets an audience in. Then if you have your original, interesting band supporting you get to play to the same crowd of fans.

If you complete all of the items on the list you will have more of a chance of getting people to your gigs. Remember audiences are made up of individuals, spending time with people and making friends will often lead to people coming to see you live. You build your audience one person at a time.

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July 5th, 2011

20 ways to get 10 more people to your gigs (part 1)

How many times have you spoken to a promoter about a gig and they have said you need to bring 30-40 people if you want to play at their venue? This happens a lot (and you can always set up your own gig). Successful gigs are not about big gestures but about a combination of small things that get a few people there. This is a list of small things you can do to get an extra 10 people to come to your gigs. The more things you do and the harder you work, the more chance you have of playing to a decent sized audience. Marketing people say that people need to see your band name nine times before they will take an interest in your music, each item on the list is an opportunity to do this.

The amount of things on the list you can do depends on how much control you have over the night. If you do all twenty things on the list and they all bring in a few people it can make all the difference:

  • Invite the right people – Some people bring an entourage. There is always that one person who will always bring their friends or they are like the legendary “Bromley contingent“, a group of fans that always travel together. The Bromley Contingent were hardcore fans of the original UK punk scene, they followed the bands around and were a vital part of the scene. If you can get the most influential people interested in what you are doing you will soon find that you are well on your way to building a fan base.
  • Play a local open mic a few days before the gig – If you plan a couple of acoustic songs at an open mic, hand out flyers, make a few new friends and they come to the gig that is another ten people. You never know who you will meet at an open mic, try and get email addresses of the people that you meet. Remember audiences are a collective of individuals, if you connect with four or five people and they all bring a friend it will make a difference to the size of the crowd.
  • Appeal to a niche audience – A night of rockabilly or punk has more of a chance than three bands of varying genre. How much control you have of this depends on the promoter but theming gigs in this way gives you a lot more chance of getting to play in front of an audience that will cross over between the different acts. It makes the targeting of your flyering and online promotion easier as you can target a more specific niche audience.
  • Use your email list – A few weeks before you are playing send out an email to fans to let them know about the gig. If there is any way you can arrange with the promoter to give the people on the list a discount it is a bonus. Don’t forget to collect email addresses at the gig.
  • Have photos of your “amazing live act” – To get people at your gigs you need fans to think you are amazing live. Some dynamic action shots of you playing on a big stage in front of a big crowd looking active and exciting on your website and promotional material will encourage people to see you play. Ideally action shots of you flying through the air would be good! Every time you play a decent support or festival ensure you get some photos taken.
  • Text your friends – Everyone is bombarding you with messages via social media so you need to try other ways. A text message may be considered old fashioned but at least it is one more way of connecting to your fans and reminding them you are playing.
  • Go to other bands gigs in your niche – Hanging out where the bands in your niche play is a great way of making friends and fans. Hand out flyers and go up to the bands after they have played and make friends.
  • List it on Live Unsigned – Live Unsigned is growing everyday as a listings site and fans and industry people alike use it to find out who is playing, so don’t forget to list your gigs.
  • Ask your friends to tell their friends – If all your friends tell just one person it makes all the difference, word of mouth is so important. Ask them in person and via social media and your email mailing list.
  • Hand out flyers – When the big bands in your genre roll into town make sure you are there handing out flyers and making friends. It’s not just about flyering, it’s about starting conversations with the people you meet in the line outside the venue. Make friends and keep some CDs on you. You’ll often find yourself meeting promoters and journalists and potential fans. Make the connection.

In part two of this post we’ll look at another ten ways to get more people at your gigs. Don’t forget a busy gig is a combination of many small factors that all add up.

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