There are a few divergent types of deals when it comes to booking your performer for a show.
1) Door/ Percentage of Door
2) Guarantee
3) Combination of Guarantee + Door
4) 80/20 split
1) When you’re just starting out this is probably going to be the most common deal you will see. You may be wondering why I didn’t mention FREE. Never is there a reason to play for free, unless it is for charity or a cause of some kind, in which case the organizer for that show ought to at the least cover all of your expenses and rentals that you can need for the show, getting to the show, food and drinks at the show. As an artist playing live you’re trying to get your name out there but more important ly you’re selling a service. promoters and club owners hire you and your band members to draw people into their establishment so that they can sell beer, food and other drinks to the patrons. With larger shows the promoter is trying to sell tickets as well as make a cut of the food and drink sales, but we’ll get into that later. For small shows it is probably the owner of the club /bar or a promoter that works internally that’s employing you, so their primary concern ought to be trying to sell booze and food.
In this case, in my opinion, there should be no reason for them to take a cut of the admission to get into the show. You should be able to mutually agree on a “door price” so that it isn’t too high that it will drive customers away, but enough that you might justify being there. Occasionally the owner will say that he needs to take a cut of the door to cover some of the expenses of the club or for whatever reason. Although I would again and again disagree with this but when you’re just starting out and trying to build a fan base occasionally you’ve to accept this kind of thing in order to get some exposure. Once you’ve a dedicated fan base that will show up to your shows again and again then you might tell the owner that you’re bound to bring in a certain number of people and that you deserve the entire door or to split the door with the rest of the musicians on the bill. If the owner is still not willing to relinquish his clutch on the door cover you might want to think about switching club s. It might be a wonderful sign to your fan base that will see the move a step up in your career.
Indeed,in this form of negotiation it will be in the owner’s best interest to have the entry cost be little or zero as this will allow for passers by to stroll in when they hear the music. If possible patrons find out there is a cover to get in they could not want to drop the cash. If the promoter is incredibly concerned about the cover price being too high you could want to discuss the possibility of a guarantee.
2) Guarantee is where you want to be. When still playing the indie circuit this is the easy st way to book a show. All guarantee means is that the promoter or club owner guarantees to pay the performer a set amount for the night. In this situation there is never an argument about how much was made at the door, and for the most part, never an argument about costs. The promoter books the performer for say $100.00 to play and the rest is up to the performer to deal with. This way, as an artist, you know exactly what you’re going to be making and may plan your costs appropriately. When doing a door show there are a lot of variables including costs to get to the gig, sound engineer, gear and then the biggest variable, THAT people show up ! If nobody shows up to a door concert you do not make any money and all costs are out of pocket. When doing a guarantee there are still variables but at least there is no variable of people. Either the promoter is counting on people walking by to come in and have a drink or is doing their level perfect to sell tickets for the show. All you’ve to worry about in this situation is showing up on time, sounding the perfect you may during the sound check, making a final ing impression on the promoter and doing what you do perfect… blowing the fans away.
3) The next optimum thing to having a show that pays a guarantee is having a show that pays both a guarantee and a bonus for the amount of people that attend. This is a rare case and can be a exceptional deal, but once in a while this doesn’t work to your favor. promoters who are looking to save some money will try to book artists with a smaller guarantee and a cut of the door or ticket sales. This could not be as wonderful because it doesn’t “guarantee” you an amount, still if you are expecting a large crowd to this show or are able to get a wonderful buzz going, this could be the way to go.
4) The 80/20 Spl it is a common deal when you have a booking agent and are playing large shows. 80/20 splits are almost always booked by an outside promoter or an organizer for an event. The deal is eminently similar to a guarantee, the only difference occurs when the promoter breaks even with his costs. The way it breaks down, the promoter lays out all costs on his part such as security, Club rental, advertising, cost for printing tickets, food and drinks for band and crew, gear rental, and all other costs for putting on the show. The promoter additionally includes a 10 % promoter cost to pay himself and a guarantee for the band. Once all of these costs have been met from ticket sales, the remainder is profit and that’s where the split comes in. And may be to your surprise, as it has been to mine, it is split 80 % to the musician 20 % to the promoter. This is al most a glorified guarantee and door deal except the musician gets 80 % of the ticket sales once all costs are covered. All performers hope to get themselves here one day as this is the most profitable concert deal, the only downside is by the time you get to this point there are usually multiple other hands in your pot such as musician managers, booking agents and every now and then record companies. It’s difficult when you’re an musician in demand to stay on top of your own affairs, and the more in demand you become the more you’ll find yourself neglecting other parts of your job as an artist. At this time you ought to contemplate giving away a piece of your pie in order to be able to focus on the parts of your career that are most important to you. Still, all of us will get into this at a later point in much more detail.
Here is a basic breakdown of negotiations. The promoter is going to want something specific from the artist, the majority of the time this to have the artist to play for as little money as possible. The artist furthermore wants something, again and again to play for as much money as possible or for as a lot of people as possible. The way that basic negotiations work is that both events are going to try to get as much as they might of what they want. In order to do so, both events are going to ex vary other points of the deal to trade for things that they want. So your task in order to prep for negotiating with a promoter or a club owner is to evaluate what you want out of this show in a best world (these are called deal points) and rate each deal point in order of importance to you as an artist/band. If money is the the majority vital thing in this show for you then that’s what you’re going to be following and might have to give up other deal points in order to get more of what you want. In a situation where the promoter is willing to give you a session amount say $100.00 for the show and 5 free tickets to invite whomever you want, but you’re playing in a city where you do not know anyone, you might ask the promoter to cash those tickets at price back to him. If each ticket is $10.00 then it would be reasonable to ask the promoter for a $150.00 guarantee with no tickets.
For an opposite situation where resources is not that vital to you and exposure in this new town may be a higher priority, you might want to ask the promoter to pay you $50.00 for the night and get 10 tickets, and invite members of the Local press or might be some record label representatives to attend for free to expose your music to them in hopes you might get on their show or reviewed in their newspaper/magazine.
Decide what you and your performer mates find are necessary to you for this specific show and fight for those points. A master negotiator knows how to get everything that they want and giving up exceedingly little of what they have. You’ve to learn what you think will be necessary to the promoter and what isn’t so necessary to you and use those points to trade for what you want. furthermore, attitude with negotiations is half the game. If the promoter feels that the deal points you are giving away are not necessary to you, then he/she may not feel it to be an adequate trade for something that they do find necessary to them. You need to give the impression that everything that you are trading away is exceedingly necessary to you. Make a ample deal. Make them feel like they stole it away from you. Another approach is that you make the promoter feel like you are doing them a favor. This approach may either work well or back fire and make you feel stupid. If the promoter has any brains he knows what is necessary to you and what’s not. If you try to tell him that you are going to ” help him out” or give him the whole “I will tell you what” line, then you better be giving him something value his while. Otherwise he will not be fooled and will ask for much more from you then you may be willing to give up.
Understand that in practicing negotiations you are might going to blow a couple of deals. If you push things too far, the promoter may get sick of getting nowhere and book another band. Unfortunately this is going to happen. This is great time to practice another, al the majority more necessary skills when dealing with the music business, DAMAGE CONTROL. No matter where you are in your career things are going to go wrong, that is just a fact of life. Issues will arise and you’ll have to recover from mistakes. Being able to fix your issues or at least make the the majority of a bad situation is a nice skill to have and sign of a great business man. In a case when you’ve pushed a promoter too far you may have to apologize and make up a story of how you had been dicked around by another promoter and has been just being careful. Whatever the excuse may be, there is a number of times a way to boost the situation as long as you haven’t burned the bridge completely.
In the same breathe I am going to reiterate something that I said in the last podcast. If you find that you are giving up too much in the deal or the deal is just not sounding as promising as it once was, get out. Yes, on occasion you need to give a little to get a little, but you can’t let promoters step all over you. If you are not getting what you feel that you deserve, make a statement and tell the promoter that you are no longer interested because you are not one to be taken advantage of. Advise the promoter that Assuming that they wish to renegotiate they have your number. One of two things will happen, either the promoter will look for another band who will quietly accept what you refused to, or they will come to their senses, give you a call and try to work something new out. Assume they will not call you back.
Well that about does it for booking. If you have any questions or a situation that you can be in that you would like us to comment on, send us a message in our contact section and all of us will either email you back or mention it in the next podcast.