Technology & Touring, Take 2
Well this latest edition has been a long time coming.... but there's rarely a spare moment these days at MusicSA, with live showcases, podcasts, heaps of news & events, and of course dozens of enquiries daily. It seems a lot of you have CDs ready for release - something in the air perhaps? Make sure to have a look through the 'Ask Eliza' archives for some tips on what to do with the finished product. No excuses for boxes of unused/unsold CDs under the bed...
In the meantime I'd like to revisit a topic from earlier in the year. Some of you may recall that during the last Fuse Festival I sat on the panel for a topic on Technology and how it related to Touring... Didn't quite get a chance to put my all points across at that one - there was a lot of talk about devices (ie. mobile phones & laptops) as well as the dis/advantages of virtual travel agencies vs. 'real people'. And of course the usual debate about putting your music online in the first place etc etc.
But I think there's more to be said about how the wonderful world wide web can help your band to tour, in practical terms.
Above all, it is an invaluable way for you to do your own research and networking. In theory, you could plan a whole national tour online, from sussing out venues & lineups to booking hire cars and accommodation - and then there's the power of promotion online. Arguably, there's no quicker, wider, cheaper (often free) way to get word out about your band interstate, or even overseas.
Although this article will focus on how you can use the web to help plan basic tours, never forget that you are being represented on the web, too. Your website (as well as your listings on MusicSA or other directories) is often going to be the first impression people get of you, your style, your look, and the quality of your music. Don't go to a heap of effort to contact people online if they're going to find an out-of-date website when they try to check you out. You may have a crash hot CD or live show, but if you email a venue booker, the first way they can suss you quickly from interstate is to visit your online stuff.
And one other important tip to start, that applies across the board in contacting people via the web - don't send unsolicited attachments, especially if they're huge files. If they're not deleted/rejected outright because of virus scares, they'll certainly annoy someone by cluttering up their inbox or taking ages to download. If you want someone to hear your music, store an mp3 online somewhere and put a LINK to it on your email. The recipient will appreciate it (as long as the link actually works...be careful!).
Starting with the basics - where to play - there are plenty of great directories out there filled with contact details & booking info for live music venues. Locally there's the MISA (Music Index SA), and nationwide, the AMID (AustralAsian Music Industry Directory). Both are online and the latter is updated continually if you get an electronic version/subscription. An online advantage over printed copies already! A national online directory of venues (VROOM) is also underway with the express purpose of building a touring network, and the NSW edition already online.
Various websites across the country have venue lists with different amounts of detail (e.g. Brispop, see our Links page) - and check out our own MusicSA Venue list for examples. It's a good way to check out a lot of venues quickly, without having to Google them one by one. Most venues on these types of lists are pretty good about putting up info on their preferred genres for bands, room capacity, and other performance specs. This means you don't have to waste time calling each one and finding out it's not suitable for your needs.
Many venues have their own websites (which are often, but not always, more up to date than directories). Some venue websites will even have maps, floor plans, and gig guides posted months in advance. This way you know not to ask for dates that are already booked, or alternatively, you can see who is playing and find out if there is room on a particular bill. Gig guides will also give you a feel for the bands they book, if they don’t state it outright.
The above may seem pretty obvious, but the point is, do your own homework before contacting the venue, and the web is an excellent place to do some searching. Bookers are plenty busy without having to answer basic questions like "Do you book heavy metal bands at your pub?" It's hard enough to get a response at all, so don't piss them off at the start if you do manage to pin them down.
Still not sure which venue is right for you? Have a look at interstate bands you know, and see where they play. Be realistic - while it's great to set your sights high, don't expect to go to Melbourne for your very first interstate gig and play at the same place as Augie March.
So how do you get to know interstate bands (aside from those thrashed on Triple J)? Look for community radio stations in other states that stream live, and tune in regularly. 3RRR in Melbourne does it, for example. Look at their playlists for shows that feature your genre, and then try to find out who is local. Search for interstate street mags online and read them regularly. We all know dB and Rip It Up have heaps of weekly info on local acts, right? (They're online too, by the way).
For a more direct way, look for sites similar to MusicSA in other states (again, check out our Links page). There are plenty of general Aussie band directories out there - it's up to you to decide which ones are worth the time and which are obsolete. But I must say a few words about the ubiquitous Myspace... Although once considered the domain of 'the kids' as a pseudo chatroom/dating network, it has evolved to be an extremely handy tool for musicians and music lovers. It is an informal and easy way to search for/contact bands (MusicSA now has a page at www.myspace.com/musicsacomau) .
Build up a 'Friends' list of interstate acts and correspond with them - just a tip to be personal but not pushy, consider whether it's best to send a private message vs. a pubic comment, and think twice about abusing the promotional aspect of the site.
Personally, I hate nothing more than bands shamelessly plugging gigs on other bands' pages, without at least making some attempt at greeting/corresponding with the host. I find it rude and don't appreciate being simply 'used' - but not everyone agrees. I suppose shameless plugs are faster and a simple way to reach a lot more people. If you go that route, make sure it works both ways (ie. be prepared for other bands to spam your page with massive html posters).
Some people also ask every band they ever come across to 'be their friend', to increase page views & friends tallies for their own page. Nothing wrong with that I guess, but it's not quite as direct as targeting your own genre (after all, bands who have more in common with you, are more likely to have friends who will actually like your stuff). If you come across others who collect bands that way, you'll find the 'research' value of the site is greatly reduced, but of course that's not the only reason people use it.
But I digress. The point is, no matter what your online ethics are for such directories, use them to find other bands. It's often much, much easier to get on an interstate bill through a band than through a venue booker, so get networking!
Once you have a basic plan in place, the web is a super simple way to check into the logistics of travel, from hire cars & flights, to backpackers & other budget accommodation. If the phone is your best friend, it's easy enough to make some calls, but you may find that the web can show you exactly what's available at what time, how much it will cost, and how to book it, before you even get through the 3rd level of the standard phone automated menus... When calling interstate, that's an important consideration ($$$).
Finally, the web is undeniably powerful as a promotional tool. Again, you can do your own searches for your preferred online gig guides, but the idea is to find some well-patronised sites, and regularly submit your gig details (did you know you can add your gig to Triple J's website?). A few of them let you submit fancy html posters too, so make it a habit.
Even better, get cracking on the Forums based in location you want to tour, or at least the genre. You can actually start to build a local following before you even play interstate by doing this. Plenty of Forums around have 'Gig posting' sections. It's a good idea to put some thought into a more 'newsy' post title too. Think about it - are you more interested in clicking on something that says "BandYou'veNeverHeardOf Playing Live @ The Espy 12 Aug" or "Punk act to blast your head off at the Espy 12 Aug." If a lot of Forum users don't know your band's name anyway (at least at first!), you might as well make it more enticing to those who like your style of band.
Also, spending a bit of time to get a feel for the specific Forum is a good idea, if you want to join in on discussions and make contacts that way. For instance, if a VIC band wanted to play in SA and had a good look in the MusicSA Forum, they should notice a couple of relevant things. #1 - the Forum is generally good-natured, and there's not a lot of flaming that goes on (at least not gratuitously). This may affect the tone of your posts. #2 - Our forum users don't usually respond to those who talk themselves up too much - you're better off to go about it more subtly and have actual conversations with people. Not all Forums are like that, but you can figure out their general character with a bit of effort.
In general, just consider how you book shows locally - getting to know venues, bands, building a crowd - you can do all of that online to book interstate shows. The resource is there, you just have to use it to your advantage. There's nothing like personal contact, but in the meantime the web is your best bet for a massive head start.
It's never been easier for bands to take matters into their own hands, and directly reach industry folks & punters alike through the web. Like anything in the music biz, it's all about effort (and luck), but if you're habitual, considered and willing to put the time in to use the web as a serious research tool, it will pay off. Happy travels!
