Featured Artist – Darkest Grace

Darkest Grace is an indie metal band in Seattle, on the grind, building a name for themselves everyway they can.  If you’re following this blog, you know one of the most frequent questions I receive is, “how do we open for a national act coming through town?”  This is a hurdle every young bands has difficulty overcoming.  Darkest Grace has and I’d like for them to share with you what it took to FINALY make it happen.  Maybe you can take something from their experience….

Guys, how long had you performed in Seattle before the opportunity to open for a nation act appeared?
We played around Seattle for nearly two years, slowly building up both our confidence and reputation in the area.

Who was the act and how was the show?  Give us some details about it.
The band was Soilwork from Sweden.  The show was great and finally tapped our band into the true Seattle metal scene which we were having trouble getting into with purely local shows.  It’s hard for local metal bands to find a scene and seattle, but getting on national shows really helped us break through.  We now have several die-hard Darkest Grace fans who show up to almost every show, and get engaged in our online presence.

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Featured Artist – Adams Dagger

As promised, we’re going to start featuring independent artists that are out there hustling for themselves! There ARE success stories and I want to share them. We can learn from one another..so let’s share information!

First up, Adams Dagger. They recently toured the entire US from southern California to NYC and back. Self booked, no agent, and actually came home with money in hand! I hit up the band’s drummer, Mick, and asked him to share some insight as to how they turned this tour into an indie success!  Here’s the story…

Mick, Adams Dagger did something most signed bands can’t do – come home from a national tour with money in your pocket! Let’s focus on how you did that. First, how long was the tour?

The tour was 20 days. We played 16 shows during that time.

Before leaving, did you budget tour expenses like hotels, per diems, and gas? If so, what exactly did you include in your budget?

The only thing initially budgeted was gas expenses. I knew that from the guarantees we had we would “almost” cover gas for the entire tour. There were no per diems. The first time out was every man for himself. We weren’t planning on staying in hotels much at all, just sleeping in the van mostly or staying with friends or family. … Continue Reading

Long long time….

Wow…I’m bummed how long I’ve gone without posting.  Needless to say I’ve been pretty swamped…which I’m incredibly grateful for.  I’ve recently engaged myself with a company set out to provide more and better tools for indie artists!  The model is broken and there are no rules…why do we continue to do things like wait for 10 songs before recording 1…put them on plastic when they’ll just be burned to iTunes anyways, sit on myspace and hope people gravitate towards us, waste money on services and/or manufacturing that is useless…and so on.  We have some very exciting tools coming online that revisit the fundamentals of discovery, development, distribution, and marketing of artists.  So hang tight!

I want to address a question I received just before the end of last year from Joe.  I’m stoked for Joe…his band has been grinding it out and developed themselves to performing in front of 300 on average locally, started the buzz, and is now invited to be THE local band to perform at the summer outdoor concert series with 5000 plus people!  Well done…the question is preparation.  It’s undoubtedly a different environment than what you’re used to and how do you prepare for that.

PRACTICE!

I know that sounds so elementary…but in all sincerity from now to then practice, practice, practice.  You’ll be opening up for national acts who perform about 5 nights every week for weeks on end.  How do you compete and show you’re ready?  Practice.  Play every show you can leading up and hit the rehearsal room.  Come up with your set list now (if you haven’t already) and jam it non-stop in rotation…over and over about 5 times through.  Take a 15 minute break…then do it all over again..but this time with the lights off.  Muscle memory and instinct..you need to show up owning that stage!  There’s no other way.

Logistically, make sure you have back ups for everything.  Back up guitar, back up bass, back up snare, back up peddle, and back up mics.  I know this may seem overboard to some…but if this is your one shot to impress the masses of your local scene….be prepared for anything.  Prior to check all the tubes in your head…your patch cords…replace the pedal batteries…make sure the fuses are all good.  Know your equipment!

Also, be sure to create a stage plot and provide it to the sound guys.  just open up word and create a stage design with simple objects that show how many guys, where they position themselves, how many drums, vocals, amps, etc…this will help the sounds guys know what to anticipate.

Remember…most people at the event will have no idea who you are…so focus more on the music/performance and less on the “stage presence”…a lot of young bands make this mistake and come out acting like everyone is there to see them…no, no, no…just so what you do…be the band and kill ‘em with you music and chops!

There’s a book out everyone show read called “The Outliers” by Malcom Gladwell.  It states that for anyone to be GREAT..really great, as in the best…at any one thing they must have a minimum of 10,000 hours of practice under their belt…he supports this with examples like The Beatles, Bill Gates, athletes, and so on…how many hours you got under your belt?!

Have a great show…
Ben

Is it worth touring if you don’t have music to sell?

You’re out there…on the grind!  Trying to get shows, building a name, saving money to record, doing everything you can to accomplish your goals.  You’re musicians…you want to write and share your music.  Sell it to fans for them to go home and enjoy what you do.  So is it worth driving 2 to 5 hours away to play shows if you don’t have any music for potential new fans to walk out the door with?!  This is the question Eric recently asked me.

Here’s a little more info, Eric has 1 song recorded and available as a free download on myspace, they’re working on their EP, playing locally when they can, and have been offered a few gigs 2 to 5 hours away.  He’s wondering if they should push touring before music?  How important is a CD at the merch booth?

Eric…ABSOLUTELY!!  Here’s a rule…and please, everyone…take this to heart.  If you are not yet at a professional level where YOU are headlining and selling tickets…you do not say no to a live performance.  Why?  Because you never know if there will be another.  And when you say no, I guarantee another band a little more hungry is happy to say yes.  You need the impressions, the fans, the relationships with the promoters and venues…you need to play.  2 to 5 hours is reasonable enough…if you said 10…maybe, if it’s the right show and people will be there…but 2 to 5 is your backyard.

But here’s the real reason why….

Your long term success is NOT dependent on albums sold…it’s dependent on TICKETS sold.  You are not a career musician until you can sell enough tickets to pay your bills.  One of the greatest examples is Social Distortion.  Never had that unbelievable “commercial hit”, multimillion selling album…but fricken 30 YEARS LATER…Mike Ness and the boys are selling out 10 nights in a row at the OC House of Blues then driving 50 miles north and selling out another 10 nights in a row at Sunset House of Blues and still touring the WORLD..it’s amazing.  How many of you even know who Social D is?  Please tell me you all do.

Eric, you need fans…and chances are, if you’re at a level where you don’t have an EP yet..you must take advantage of opportunities that place you and your songs in front of an audience.  If they like you enough, they’ll go online and download the song…chances are they’d steal it anyways.  If I were managing you, I’d say pack it up, play the show, and before you go…burn your 1 song onto 50 CDs and hand them out free to every person who signs up on your e-mail list (see below!).  I know you value music, the disc, it’s artwork…but you’re a musician, not a fan…it’s a different experience and perspective.  Soon, music will all be digital and bundled for free with every piece of merch purchased.  I just ordered stickers for one of my bands that has a code on the back for 2 free downloadable songs.  We’ve been handing those out at every show…and guess what..the shows are getting bigger!  That same band I had drive from San Diego, CA all the way to Austin, TX to play SXSW 3 months before we had EPs in hand..so we burned 3 songs on some CDs, slapped a homemade cover on there, and handed them out for free.  Next week our myspace plays, friends, and e-mail opt-ins went up.  Share your music, fans will appreciate it, follow you, then support you by purchasing the album once you have it available.

So go…make friends!

Great question, man…I appreciate it and hope it helps.
Ben

How can we afford to tour with these gas prices?!!

I can’t tell you how happy I am to work from home…seriously.  It cost me $80 to fill up my tank yesterday and I immediately thought of you guys…with the rising cost of gas it’s crippling the young, touring bands out there.  And in perfect timing, James sent me an e-mail asking for advice on what to do because they simply can’t afford to tour.

Topic – What to do when you can’t afford to tour

Advice:
My opinion on touring has dramatically changed over the past year.  For me, the bottom line is this…unless you’re supporting a legitimate, headlining band that will give you the opportunity to perform in front of at least 100 new faces every night…don’t tour.  What?!  I know…crazy.  Contrary to everything you’ve heard I’m sure.  Here’s the thing…can you pull 300 kids from your hometown yet?  No?  Then you’re not ready to tour.  Yes?  Then what about your neighboring major market 3 to 5 hours away?  Can you pull 300 there?  No?  Then start working on that.  You see?  Why drive to Ohio if no one there wants to see you?  People rarely go to shows excited about the support bands..that leaves you in the position of performing for people who really don’t care.  Now let’s say you drove all the way to Ohio…you’re incredible and have great songs..you play for 50 people as the opener..and 5-10 people love you.  Great.  What are they going to do for you over there?  You can’t get to them unless you’re on another tour…can you afford to do that?  Drive out for those 10 people?  No.  Instead, you need to focus your attention on finding the next 10 local people who love you. People you can play for on a monthly basis.

Fans are fans.  It doesn’t matter where they live.  Gone are the days of hitting the road and breaking your band.  I know the purists are going to argue with me on this one..but forget the national van and trailer routine.  Take your time.  Build locally, then regionally, THEN nationally if the nation wants you.  You can spend 2 months on the road performing for mediocre crowds, sell a little merch, get paid next to nothing for your performances, and come home in debt…OR play once a month to a sell out 340 capacity venue and make $3000 on performance and another $800 in merch.  Do that in your surrounding 4 major markets and you’ll make money, keep overhead low, build a fan base, and see results.  “But I want to be a household name and a famous rock star, not a hometown hero!!!”  Get over it.  hahaha.. I don’t mean to be blunt…but seriously..get over it.  If that’s your inspiration…you’re about 10 years too late.  Moving forward, and I’ve said this before, only those you are motivated by the  sincere passion of music will have careers.  Find the fans in your backyard first…then build from there.

Ben

How do we increase our draw?!

The goal is to play live, right?  Share your songs with others to enjoy…So you start a band, you play in someone’s basement or backyard, you convince a local club to throw you on a show, your 20 friends come see, the club is happy and ask you back…your 20 friends come see you again…then again, again…so how do you increase your draw beyond your friends?  How do you get to the place where you DON’T recognize ever face in the crowd?!

Topic – How does my band increase our draw at live shows?
Some dude named “boogieman” hit me up asking.  He said their live show is tight, they perform well, but wants to know how to increase their fan base and pack the house.

Advice:
Boogieman, if you’ve been reading my blog you’ve most likely picked up a couple ideas so far..at least I hope you have.  My goal with these posts is to get Indie bands to look at their band as a business and realize everything you do, every action taken, is connected.  The goal is to create momentum and once you start down that path you’ll see it becomes self generating, in other word, you’ll set out to accomplish one particular goal and find a couple others were met as a consequence of your actions.

Something I haven’t said yet which needs to be said is this…you MUST have great songs and a great live performance.  Everyone thinks they’re great.  I have yet to meet a band that will admit they suck!  I thought I was great.  I played guitar and wrote the songs in my band…we were incredible..then I finally woke up, looked around, and said…yeah…those guys write much better music than I…I think I’ll manage them rather than compete with them!  You need incredible songs.  People will not come, labels will not care, venues will not book you, bands will not take you out, and fan bases will not grow if you are doing this for any reason other than the pure and absolute love of music.  Are you good or great at what you do?  See, with the advancements of technology…anyone can record an album…but just because you can, doesn’t mean you should, and just because you did, doesn’t mean everyone needs to care.  Recording an album is not entitlement.  Just a little rant…I’ll get back on topic!

So you have great songs, a great live show…how do you increase the draw?

Nothing sells better than word of mouth.  You need to get everyone talking about you, your music, your performance, and when the next show is.  Here are some steps to help:

1. Posting – Make sure you book the show well enough in advance to market and promote the event.  Upon confirmation of the show, make sure you post it everywhere you can.  Get all your friends and existing fans to post it everywhere they can.  Send bulletins, newsletters, and blogs out about it.  Make sure the venue has it posted on their site as well as the bands you’re performing with.
2. Promo – Something bands don’t do enough of is promoting the show like an event.  You gotta make it a big deal..otherwise, why do people care?!  Our time is becoming more and more limited…why am I going to dedicate 3 hours of my life to watch you perform?  You must create the impressions necessary for people to react.  Make flyers and posters.  Put them EVERYWHERE!  Hand them out at the venue, drop them off at local stores, hand them out at competing venues, make sure the club has your posters up with the shows info on it…get you friends to put posters up anywhere they can.  Make everyone aware.
3. Give Your Music Out – If you’re just starting off…there’s nothing wrong with giving your music away.  I highly encourage you to burn a CD with 2 of your songs, a label with your band name, song titles, and your website stuck to it, throw the flyer inside, and hand those out.  People will drop a flyer in a second…but most people will give a free CD a chance during the car ride home.  If your songs are good enough..they just might come check you out live.
4. Steal ‘em! – Do your best to get on shows with like-styled bands.  Make sure you check those bands out before your show.  What are their strengths and weaknesses?  What do their fans react to?  Do your homework…then show up and show them up!  Put on a better performance!  Do everything you can to steal their fans…make them walk away saying, “Wow..wasn’t expecting that!”.  Know and play to your audience.  Every band seems to think that every song they’ve ever written should be played live.  Wrong.  If you’re opening up for someone…please, please, please DO NOT play for more than 30 mins and do not throw in a slow “jam” half way through the set.  It kills the momentum.  You always need to leave the audience wanting more.  Short, powerful, no filler sets are the best.  Save the power ballad for when you’re headlining!
5. Hustle the Event – Make sure your singer IMMEDIATELY runs to the merch booth after your performance.  That’s your #1 opportunity to retain any interest.  If your singer is too cool or needs to let his “throat rest”…good luck, you might want to start looking for a new one now.  Hit the merch booth and talk to EVERYONE.  They paid to see you..respect that.  Get everyone’s email address you can.  An email addy is worth more than selling a t-shirt..trust me.  Once the band’s finished breaking down…they need to hit merch and let the singer rest up..take shift thereafter until the last person walks out the door.  Be as cool as possible with the venue workers…and when you settle up with the promoter make sure you let him know how successful the event was for your band…they want to hear positive things…and tell him you’ll reach out tomorrow about possibly getting another show on the books.  Get that show and repeat steps 1-5.

You got to make it fun, an event, it’s MUSIC!  Make sure you hop online the next day telling everyone what a great show it was, how much you appreciate everyone coming out, note anything extraordinary that happened…make the people who didn’t go wish they did…they will next time..and your draw will grow.

Let me know how the next show goes!
Ben

How to Open for Larger Acts

So…you’ve paid your dues, you got a local fan base, every time you play the same kids come out, how do you get in front of a larger, more diverse crowd?  If there comes a point when you feel you’re playing in front of the same people over and over it may be time to start opening up again.  Some bands feel that once they become the headliner of their local club, it looks bad if you step down and open for someone else.  Do you think your fans are really going to care?  No…they’ll think it’s great that you paid your dues and are now opening up for the big guys that roll through town.  But how do YOU become that local, go to band?

Topic – How to Open for Larger Acts
James hit me up asking how he can gain the contacts to get his band to open for larger acts.  He’s in a suburb of DC, far enough to be considered a “traveling band” to the DC club owners…so he finds his band getting passed up, even after 5 years of paying dues, when national acts play and need a local opener.  What to do…what to do?

Advice:
Good question.  I like it because you’re thinking larger than where you currently are and it’s exactly the type of questioning you need to do.  A lot of what I advised in How To Attract Venue Attention applies to this as well.  Are you cool enough with each of the venues?  Do they know you and your band?  Have you played those rooms?  See, again, they need to sell tickets.  If they have a 6 month old band in their backyard that’s worth 10 more tickets than you, that’s who they go with.  So I’m not sure how much leg work you’ve done..but you need to become the venues GO TO band.  How do you do that?

Create a buzz about your band in and around the venues you want to play.  Start small.  Make sure you’re playing their “free” nights.  Find similar bands from the area, put a package together and get the venue to book it.  Despite where you live, you need to be a “local” band..and you can do that by focusing as much attention as possible on that scene.  You need to build yourself up to headlining a Friday night.  Depending on the venue size, you need to find 100-200 kids in that city who care enough about you to buy a ticket every time you play.  Once you get to that level, the venue’s talent buyer will absolutely consider you for an opening spot on touring acts.

And make sure you’re always aware of who’s coming into town.  Like I mentioned before, look for those posted dates without opening bands, contact the venue and pitch yourself…remind them of your last ticket sales.

Again, no one is going to help you.  You need to make this happen for yourself. Just knowing the guy to call means nothing..this is not about contacts.  This is about the ability to prove to the contact you’re worth it.

While you’re building your draw and buzz, definitely reach out to bands.  I’ve put a lot of bands on shows because my boys told me they were good guys and wanted them on the bill.  But DON’T send the lame myspace message…seriously?!  You think the “personal” gesture of a myspace message saying, “Hey…we think you’re cool…you’ll think we’re cool..let’s play a show together!” will really work?!  I hate getting those messages…it’s so desperate.  GO TO THE SHOW.  Support other bands.  Introduce yourself.  Hang.  Not enough bands help each other out.  Hip-Hop was built on the mentality of “if I make it…I’m bringing my boys with me.”  Most bands, for some reason, look at every other band as competition, a threat, and do nothing to help each other out.  I don’t know if it’s an ego thing, a care less thing, or an insecurity thing…but in the new industry…as hard as it is…we need to make those bonds and hook each other up.

Put those tips into action.  It can’t hurt.  Doesn’t guarantee a support slot….but it will certainly help your efforts.

Ben

How to attract venue attention

Alan hit me up asking for tips on getting venue attention…always difficult when you’re a new band, particularly if you’re in an area with limited opportunities, i.e. smaller towns with fewer shows and only a couple venues.  Nevertheless, there are definitely things you can do to help get your foot in the door.

Topic – Attracting Venue Attention
My band’s not getting love from venues…what do I do?

Advice:
Venues need to sell tickets.  Period.  If you’re not yet at a point where you have a steady draw of even 25 fans it’s difficult to get any attention.  Just like my advice on sponsors, you need to give the venue a reason to care and help you out.  These guys are hit up everyday with a ton of bands who want a show..help them do their job.  Don’t just send an e-mail requesting “I hope you’ll keep us in mind for an open slot”.  You need to bring more to it.  Check the venue’s calendar several months in advance, find a  show that does not yet have opening bands listed and that your band will musically fit with, then send an e-mail (or call) the club letting them know you see the show, you’re a perfect fit, and that you’d love to be considered.  But before you make that call…put a plan together.  What can you bring to the table if you’re not worth any tickets?  Let the venue know you’ll create, produce, and distribute promo goods for the show starting a month in advance, that you’ll send out newsletters to your e-mail list, blog and bulletin it online, and don’t ask for a guest list or money.  Show you’ll be proactive and do everything you can to make it a successful show…and by the way…all those efforts will come back to directly help you too!

Other than that, you really need to become a presence in the scene and at the venue.  Go to a lot of shows at the venue you’re trying to play, introduce yourself to everyone that works there, hangout before and after bands perform..people like to help their friends before strangers and if you can befriend the talent buyer at your venue…it will help.  They’ll see you’re cool, you’re serious about your band, you’re handing out stickers, they’ll respect that.

One last bit of advice…if you’re JUST starting out, focus on one club.  Get your foot in the door, prove yourself, develop a fan base, then use the story you created there to get into the surrounding venues.  They’ll like to know you can pull 50 kids in the door.

Try it out…get your own buzz going, build those relationships, do the research, and get people talking.

Hope it helps!
Ben