Breaking
into the
Festival Game
Well,
it's that time of year again. Festival season is upon us.
For musicians, this is an opportunity to play music outside
in the sun, revel with happy campers (literally)-and, of
course, experience bigger paychecks and CD sales in the
process. "Festivals are the prime engagement,"
says booking agent Charlie Ellicott of Petaluma,
Calif.-based Ellicott Talent Group. "Festivals pay the
most, you get the most exposure, and you can sell a lot of
your product at a festival. You're being seen by tens of
thousands of people." In addition, Ellicott notes that
festivals-unlike many night clubs-often even pay airfares
and hotel expenses. Pretty sweet, huh?
Of course, for some of these
very reasons, gaining access to the festival circuit is no
easy task. Not only are you in competition with some big
acts that blanket the circuit every single year, but also
festival organizers are increasingly wary of sifting through
endless CDs in an attempt to find fresh acts for their
events. Rather, they often go with the old standbys, listen
for word-of-mouth on emerging acts and naturally gravitate
toward somewhat well-known names that will draw a crowd.
That's only to be expected. However, many organizers are
still music lovers who take joy in discovering new talent.
You can still get to them. It's just a matter of
persistence, savvy and a bit of luck.
Phil Simon of Greenfield,
Mass.-based Simon
Says Booking says festivals are always on the lookout
for artists who are creating a buzz in the region. "The
best way to get festivals is to get your name out there in
general by playing clubs and colleges and private parties
and other things, and spreading the word through traditional
avenues," he says. "You will get on the radar for
festival promoters." In addition, it might be wise to
at least attempt to set up a team before heading out into
the festival blue yonder on your own. "Management and
publicity connections are very helpful to getting in with
festival buyers," Simon says. "A good booking
agent can sometimes get you into a festival that you might
not have been able to get into on your own. Also, presence
on message boards and on the festival's website itself
sometimes can generate the type of buzz necessary to pull a
slot you might not have gotten normally."
While it's generally too late
to get your name into consideration for most of this
summer's festivals (Many of them book acts in January, so
you would be wise to start working on them in the previous
fall), you can still use this season as a good opportunity
to research your options for 2006. If you start your
research now, you can find the festivals that fit your genre
of music and then ideally head on out to those events
yourself to check out the scene. This can get expensive
(tickets plus potential campground fees), but it's worth it
if you're really serious about breaking into the festival
circuit. And be smart. Don't hit massive festivals like Bonnaroo
(June 10-12, Manchester, Tenn.) and Merlefest
(April 28-May 1, Wilkesboro, N.C.) if you've never played
even a small festival in the past (that is, unless you're
just there to party, which is certainly acceptable). The
truth is that you're unlikely to get into such big events
without some kind of connection (or a really plugged in
booking agent) and a big national buzz behind you. Be
realistic about where you are as an artist today. Start
small and work your way up. You'll get there.
Artists who have broken into
the festival game say it wasn't easy but well worth it. Even
the smaller festivals are a great venue for artists trying
to grow their fanbase. Some festivals are run by nonprofit
groups trying to raise awareness for their cause (these are
often easier to crack, although they may pay far less or
even not at all. Just remember, you can still sell that
merch!).
Take Matt
Turk, who hopes to play anywhere from four to eight
festivals this year depending on which ones ultimately come
through. He plays the club circuit mostly in the Northeast
and has been working on some festivals in the region for
months. He's already booked into some nonprofit festivals,
including Clearwater's
Great Hudson River Revival on June 18-19 at
Croton-on-Hudson, N.Y. and Tribes
Hill Music Festival in Valhalla, NY, on June 25 and
Sept. 10.
And he also has feelers out
to Falcon
Ridge Folk Festival, a major event that takes place
every summer in the Berkshires in east-central New York
State. He has yet to get in. "It's very
competitive," he says. "And that's okay. It
doesn't freak me out." As he calls to check on his
status, he takes the opportunity to make contacts. "I'm
just meeting people, really," he says. "That's all
you can do. If they're not going to book you, you can't get
discouraged." He also advises against being too pushy.
"You certainly can't piss people off," he says.
Another goal for Turk is to get into the annual (and quite
large) New
Orleans Jazz & Heritage Festival, which takes place
this year from April 22 to May 1. Although he's never been
booked there, Turk still attends the festival to network
with other musicians and others who could help him gain
access. He views it as all part of the puzzle.
Musicians can also break into
festivals by pitching themselves to play some of the
specialty and side stages. In Turk's case, he will play the
cultural stage at Music
Midtown in Atlanta on June 10-12. The mainstage at that
festival always has big acts (this year includes Tom Petty,
Kid Rock, The White Stripes, the Pixies and Lou Reed-just to
name a few). Turk isn't ready for that yet, but he doesn't
rule out getting on that mainstage at some point. "If I
stay positive, it will happen," he says.
That can be hard to remember
as you send kit after kit and keep leaving voicemails with
organizers in an attempt to get an answer. Such
self-promotion can feel fruitless and immensely frustrating
at times, but a positive attitude can help you keep looking
forward. Ron Aja, festival director at the Clearwater
festival noted above, says he specifically tries to include
a good number of unknown and emerging acts along with a big
headliner. In 2003, Natalie Merchant headlined; In 2004, it
was Ani DiFranco. "We try to balance that," he
says. "We try to get diverse types of music and bring
some emerging artists in. Maybe they don't have a huge
fanbase, but they have a loyal following." (He says John
Gorka is a good example of that). But he says festivals
also need the big acts to help draw large numbers of people,
who hopefully get a chance to see some artists they hadn't
heard before while they're there. "It's something
called the stumble factor," says Aja.
Aja advises prospects to send
him a package that goes beyond the standard CD and press
kit. "We get hundreds of unsolicited submissions every
year," he says. "Everyone has a CD, and everyone
has a Web site. It's hard to book based on a CD, and an
overly produced CD really doesn't help." Aja's advice?
Send in a live CD or DVD that truly shows organizers what
you sound like on stage and how you interact with the crowd.
"That's much more beneficial to me," he says.
One final note: While many of
the larger music festivals tend to skew more toward the
Folk, Bluegrass and Jamband genres, many are open to all
kinds of music. So keep looking for the ones that fit your
style. Several festivals have started branching out beyond
their roots to attract more people. "In this economy,
you've really got to spread this out," says Ellicott.
"You can't just cover one genre." Of course, that
doesn't necessarily mean that some genres won't have a more
difficult time than others. Notes Simon: "I have not
seen much in terms of festival opportunities for Metal
bands, Hardcore, Punk, or Cover bands, but there are always
exceptions to the rule, of course." The bottom line is
that you don't know until you try. Research festivals in
your area. Attend some of them. Check out the scene.
Festivals are a great opportunity-as long as you're willing
to do the legwork and never give up.
(Mike
Grebb is a writer, journalist and singer/songwriter
based in Washington, D.C. He has written for numerous
publications, including Wired
and Billboard. He just completed his debut solo
record, Resolution, which is available at www.mikegrebb.com).
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