Gig swapping to break new markets
  By
Jeri Goldstein, Copyright 2006 The New Music Times,
Inc.
Bands looking to expand their audience beyond their known markets
need to be open to new options. One such idea is swapping or trading
audiences with another musician or band. The idea is perfectly suited
to acts that have a strong following in their own market. Here's
how it works.
First, find a band in a new market where you would like to expand,
whose work you like and with whom you think you would be compatible.
Second, make sure the band selected has a strong following in the
desired market. You are attempting to break a new market and it
only makes sense to do this with a band who can sell tickets in
that market. In order for this to work, it would be optimal if the
selected artist is interested in expanding into your market. Suggest
to the artist that you will book and promote at least one gig or
perhaps even a number of gigs in your market where you have a strong
fan base. You (or your team) will negotiate the dates, do all the
press and generally do whatever it takes or whatever you normally
do to promote your gigs to their fullest. The other group will provide
you with their press materials and will co-bill the show. All the
publicity will include the visiting group and you will even try
to arrange print and radio interviews for the group.
Negotiate a percentage or minimal guarantee plus some percentage
for the act. Make sure they understand that you will take a larger
fee and greater percentage since this is your audience and you are
doing all the work to introduce the group in your market. In return
you expect the group to do the same for you in their own market
introducing you to their audience...
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