Playing a music festival is a milestone for any artist, but the journey from local stages to a festival lineup requires a strategic approach. This guide provides a framework for navigating the path to getting booked. It outlines the foundational steps, from creating a professional profile to understanding the booking process, to help artists position themselves for these opportunities.
Develop Your Professional Press Kit
An Electronic Press Kit (EPK) is your professional resume in the music industry. It is the first impression a festival promoter will have of you, making its quality and content important. Your EPK should be a comprehensive, yet easily digestible, package that showcases your artistry and professionalism.
The core of a strong EPK includes several components. High-resolution promotional photos are a must, as they provide bookers with marketable images. A well-crafted artist biography that tells your story and defines your musical style is also necessary.
Your EPK must also provide easy access to your music and live performances. Include links to your best, professionally recorded tracks on platforms like Spotify or SoundCloud. A high-quality video of a live performance is equally important, as it demonstrates your stage presence. Ensure your EPK contains links to your website, social media, and clear contact information, accessible through a single link.
Build Your Local Following and Live Show
Festival bookers prioritize acts that can demonstrably draw a crowd. Before a festival will invest in you, you must build a dedicated following in your local scene. This provides tangible proof to promoters that you have a fanbase, and regularly playing local gigs is a fundamental step.
Developing a strong local following goes beyond just playing shows. It involves actively engaging with your community of fans, both online and in person. Collaborating with other local artists on shows or recordings can expand your reach to new audiences. A responsive social media presence also shows promoters that you have an engaged fanbase.
Perfecting your live performance is just as important as building your audience. Your show should be an experience characterized by energy, tightness, and a strong connection with the crowd. Promoters are looking for performers who can captivate an audience, and a polished live show is the best evidence of that capability.
Find and Apply to the Right Festivals
Identifying the right festivals to target is a process of strategic research. Not every festival is a suitable fit for your music or current standing. Begin by researching smaller, local, or regional festivals where the competition may be less intense. Examine the lineups from previous years to see if they have booked artists with a similar genre and style to your own.
Once you have a list of target festivals, you need to find out how to apply. Many festivals have a dedicated “Apply to Play” or “Contact” section on their official websites with specific submission guidelines and deadlines. There are also third-party platforms, such as Sonicbids and ReverbNation, that aggregate festival application opportunities.
When you are ready to reach out, a professional and personalized approach is key. Craft a concise email that is tailored to the specific festival you are contacting. Briefly explain who you are and why you believe your music would be a good addition to their event. Embed the link to your EPK prominently in the email, and avoid generic, mass emails to show that you have done your research.
Leverage Industry Connections
While a direct application strategy is important, building relationships within the music industry can open doors that cold emails cannot. Networking is about creating genuine connections with people who are passionate about music. Attending local music industry events, showcases, and conferences can put you in the same room as promoters, booking agents, and other professionals.
Booking agents and managers play a significant role in securing festival slots for their artists. These professionals have established relationships with festival buyers and can advocate for you in a way that is difficult to do on your own. As an emerging artist, you can start by building relationships with other artists, venue owners, and local promoters.
These connections can lead to support slots for more established acts, which in turn can increase your visibility and credibility. A recommendation from a trusted source is often more powerful than an unsolicited application. The goal is to become a known and respected member of your music community, as these relationships can lead to festival bookings.
Follow Up Professionally and Understand the Offer
After submitting your application, patience is required. It is acceptable to send a single, polite follow-up email if you have not heard back within a reasonable timeframe, but persistent messages can be counterproductive. Festival bookers are often inundated with submissions, so your follow-up should be brief and serve as a reminder of your interest.
If you receive a performance offer, handle the next steps with professionalism. The offer will come as a performance agreement or contract. While you may not need a lawyer for your first festival gig, you should carefully review the terms.
Pay close attention to the key details of the offer, which include:
- The performance fee.
- The date, time, and stage of your set.
- What technical equipment (backline) will be provided by the festival.
- Any hospitality provisions, such as drink tickets, meal vouchers, or artist passes.
Understanding these terms ensures that there are no surprises on the day of the show and sets the stage for a successful performance.