Before You Book A Show You Want To Promote Heavily Check The Local Calendar


I remember it like it was yesterday, I booked a house show at my apartment for the middle of the summer with a few of my friends bands and a good friend who was out on tour. I figured my apartment could hold 300 or so people, so I would promote it pretty heavily. I flyered, posted to every Internet listing, texted everyone I knew and by my count had 150-200 people confirmed to come. I discovered one problem along the way, that day was also the Siren Fest in Coney Island, a huge free outdoor event with multiple acts where everyone in attendance gets sunburned to a crisp and totally exhausted. Though my show started after the Fest was done it did not seem to matter. Around 8 PM I received tons of texts that everyone was too tired and beat from the earlier festivities (soaking in 98 degree heat all day) and my attendance was down to about 50 people.

Had I picked up the local concert listing paper (The Village Voice) in advance this disaster could have been avoided. There are often times you get so excited when you finally get an awesome gig offer or play a venue you are going to want to promote, but there will be no chance of good attendance. Just try getting a good crowd out the night before Thanksgiving in NYC when everyone has gone back to the suburbs for the weekend. In some cases no amount of promotion is going to get you a good attendance result. Stay aware and alert of what other happenings are going on around a date if you are going to pour hundreds of dollars into promotion for a gig or invite important people out to show off your huge following. Otherwise, you could be left looking like a chump.

Jesse Cannon is the editor of Musformation. He produces records at his studio Cannon Found Soundation. Follow him on Twitter at @JesseCannonMusF. For more info please visit his website.