Let’s get this straight: the difference between a good tour and a great tour often comes down to one crucial step—following up with venues. It’s your golden opportunity to seal the deal and create lasting relationships. Think of it this way: following up is like dropping the perfect punchline after a killer set—timing, delivery, and confidence matter. So, buckle up because we’re turning this week’s lesson into your personal masterclass on communication.
The Importance of Follow-Up
If you’re still stuck in the “send and forget” mentality, it’s high time to wake up. Following up isn’t just about reminding venues you exist; it’s about layering your efforts, building momentum, and showcasing your professionalism. A well-timed follow-up can move your name from the “maybe” pile straight to the “definitely” slot.
Action Step: Make a List of Prospective Venues
Before diving into the actual follow-up, let’s ensure your venue list is tight. Gather all the venues you’ve reached out to, whether they sent a “not right now” or ghosted you completely. Consider these factors:
- Location: Where are you aiming to play? Be strategic.
- Capacity: Is the venue big enough to match your crowd potential?
- Genre Compatibility: Does the venue feature artists in your style?
Once you’ve sorted your list, prioritize it based on your dream venues. Yes, the ones you’d sell your left shoe to play!
Crafting Your Follow-Up Message
Now that you’ve got your list, let’s talk craft. Your message should feel personal—like you’re connecting with a friend over a hot cup of coffee, not sending out a boring template. Keep it short, sweet, and engaging.
Insider Tip: Use a Hook
Here’s where you hook them: start with something captivating. A compliment about their venue or a recent show they had can set the stage. For example:
“Hey [Venue Manager’s Name], I loved seeing [Artist’s Name] at [Venue Name] last weekend! The vibe was electric, and it inspired me to connect with you again!”
Structure Your Message
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Reintroduce Yourself: Remind them who you are and why you’re contacting them.
“I’m [Your Name], an indie artist out of [Your City]. I reached out a few weeks ago about booking a show in [Month].”
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State Your Purpose: Be direct but friendly.
“I wanted to see if you’ve had the chance to review my proposal or if there’s anything else you need from me.”
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End with a Strong Call to Action: Frame it as a conversation starter.
“I’d love to hear your thoughts! Do you have a moment to chat this week?”
Timing is Everything
When should you follow up? This is about finesse, not desperation. Aim for a week or two after your initial contact. Any sooner and you might come across as overly eager; any later and you risk fading into obscurity.
Real-World Example
Take the story of Mia, an independent pop artist. After initially contacting ten venues, she followed up with each one two weeks later. She landed two gigs just because she sent that follow-up message. Those weren’t just shows—they turned into a circle of loyal fans.
Handle Rejections Gracefully
If a venue tells you “not right now” or doesn’t respond at all, don’t throw a tantrum. Keep your chin up, smile on your face, and thank them for their time.
“You know what? That’s cool! I get it, the lineup is tough. If you ever have a last-minute opening, I’d love to be your go-to emergency act.”
This approach keeps the door open for future opportunities, and trust me, those slots will pop up!
Track Your Progress
Now, don’t just wing it. Get organized! Use a simple spreadsheet to track your outreach and follow-ups. Include:
- Venue Names
- Contact Person
- Initial Contact Date
- Follow-Up Date
- Response (yes, maybe, no)
- Notes (anything else that stands out)
This isn’t just about logging data; it’s about creating a roadmap of your outreach so you can see where to pivot next.
Conclusion: Go Get ‘Em!
Now that you’re armed with the know-how, it’s time for action. Go revisit those venue emails, craft those vibrant follow-ups, and own your story. You’re not just an artist hustling—you’re a brand. And brands thrive on relationships, especially in the gritty music business.
So revisit those venues, follow up, and build lasting connections. Before you know it, you’ll be the one headlining your dream venue, and it all starts this week. Go out there and make your musical mark!