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Breaking into the
College Market
by Carla Hall
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Now that you've learned about hitting the open road in "Touring
101", you may be ready to check out the college scene. In addition
to club gigs, college shows are a great way to build your mailing
list with potential fans open to new music.
The Student Activities Department
While you're building your following, be sure to add college gigs
to your performance schedule. Most colleges have a Student Activities
Department, sometimes known as the Campus Activities Board, whose
sole purpose is to coordinate events on campus. On any given month,
there is at least one event on campus. From St. Patrick's Day frat
parties to Hispanic Heritage Week celebrations, the students will
plan as many programs as they can afford. Promotion on your part
is always a good idea, but you'll get paid the same amount whether
two or two hundred people show. Bookings are varied and can range
from a lunchtime gig in a school cafeteria to being a featured performer
with a student as your opening act. The schools have an entertainment
budget based on the size of the student population, so why not get
your piece of the pie?
Building your fanbase
College gigs are great because students make good fans. College
students are usually open to new music, they'll buy your CDs, and
add their names to your mailing list. The age range of the student
handling your arrangements is 17-22, so they're usually friendly
and helpful. On the minus side, these students are volunteering
their time, and do not always have set schedules. You may play phone
tag a few times before reaching someone on the phone. Also, if your
contact is studying for a mid term or suffering from a break up,
you'll have to patiently wait for them to return your call. Lastly,
the payment is by check, which you receive after you complete your
set.
Build/Buy a Database
I originally bought mine from Derek Sivers, of CD Baby fame
(www.CDBaby.com).
His list costs $75 and it lists the student activities contacts
in schools all over the United States. I really like his list because
he includes the name of the faculty advisors as well. Since students
come and go, it's important to have a permanent contact name. And
the best part is that his list is available in most digital formats
so mailing labels are a snap. Check out Derek's site at http://www.cdbaby.net/derek/college.htm
for more info. Another great resource is The Musician's Atlas,
which also lists booking contacts. If you're promoting your CD to
college radio, the Atlas is helpful when you're looking to kill
two birds with one stone. If you want to start out small, one DIY
method is to just call some schools in your area, and ask for the
Student Activities department. Find out who the booking contact
is, and add the info to your list.
Plan Your Attack
Keep in mind that colleges book shows months in advance. If you
want to get booked in the fall, make sure that they hear from you
at the beginning of the spring term. And before you think about
mailing your materials, have a plan on where you want to go. On
your first few attempts, you may get shows that are spread out.
It will cost more money to do one-shot gigs when you're far from
home, so it's a good idea to plan a tour with a few dates. If you
book shows within 150 miles from your home, you can do the gig and
come home the same day. If you focus your mailings to places that
are convenient traveling distances, you'll avoid making promises
that you can't keep. For that matter, consider ahead of time how
you plan to travel. You may have a car or van, but ask yourself
if you want to be driving in the snow during winter. Perhaps a train
would be better, or you can choose a warmer climate.
Send an Eye Catching Mailer
Derek taught me a great tip that has saved me thousands of dollars:
Instead of sending press kits to everyone, send a one-page flyer,
preferably on bright colored paper. It should be clear, and include
testimonials from fans and press clippings. Have a great photo on
it as well. Also helpful on this mailer is your fee range so the
students have an idea what to expect. For example, unknown acoustic
acts can get $400-700, and bands can get approximately $900-1200
for one or two sets. That sure beats $25 from the door at your local
venue. And don't forget to include what I call the money line: "Call
today for free CD and press kit!" There's nothing worse than sending
out packages to people who aren't into what you're doing. By making
your reader act, you already have a 50% shot of getting the gig.
When they call you, it's because they're intrigued.
Follow up … Fast
At the time of your mailings, make sure that you have a batch of
press kits ready to go. You may also consider creating a letter
that can be personalized for the schools that respond. The point
is that you want to send your package as soon as they ask for it.
If you wait too long, you'll miss the boat. You can also send a
follow up postcard two weeks later as a friendly reminder.
Book the Shows
You'll get some calls right away. Other calls may come a month later.
Keep a log of who contacted you, and keep in touch with them until
you get a date or they tell you no. Have a contract ready, and send
it immediately. As soon as you book dates, call other schools in
the area, and tell them that you're coming to town. If they can't
afford your fee range, a lower paying gig in the area is better
than open dates on your schedule.
On Your Return Home, Evaluate
Send thank you notes to the people who booked you. If you added
names to your mailing list, a quick email is a good way to keep
in touch and show your appreciation. Keep a record of the gigs that
went well (or not) and why. Are there any schools that you never
want to return to? Make a note of it for future reference. If a
college show goes bad, consider it a paid rehearsal and move on.
Helpful Tips:
Multiple Mailings
If you have the time, send more than two mailings a year. I
met a guy who's been working the college circuit for more than 20
years, and he swears by his mailing schedule, which is almost once
every month. Keeping a six month lead time intact, he sends different
flyers for different occasions: Fall Orientation, Valentine's Day,
St. Patrick's Day, etc. He changes the flyers depending on the holiday,
and he stays in the front of the student activities groups.
Beef Up Your Set
By all means, perform your originals but have some cool covers ready.
In general, people like to hear songs that they already know. Of
course, how you remake the songs is totally up to you.
Build a solid tour
Since you're out anyway, supplement your college gigs with
venue gigs nearby. Musician's Atlas also contains a city-by-city
guide so you can decide which clubs are right for you. If you can
play acoustically, also look into local coffeehouses and bookstores.
Another last ditch attempt to fill empty dates would be to offer
free gigs to colleges on your tour route. This way you can still
sell CDs and build your mailing list.
Ask About Perks
Some schools have budgets that will pay for your hotel and
travel expenses in addition to your fee. Dinner is provided more
often than not, but confirm ahead of time. Remember: if you don't
ask, you don't get.
Explore the School's Web site
Look for organizations to invite to your show. Fraternities
and sororities are still popular, and are other ways to book more
shows on campus. Don't overlook organizations that have common interests
with your band or your songs. A personal invitation from you can
make the difference.
Coordinate Press and Promo
After setting dates, find out if the students need posters. Send
them immediately. Ask the student activities department if they
have contact info for the college radio and newspaper. Ask the radio
station if you can do an interview with a CD giveaway. Send a CD
to the music editor of the paper and invite him/her to see your
show. With a little planning, you can get an interview, an article,
and a crowd.
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_________________________________
Carla Hall is a singer/songwriter, based in Brooklyn, New York.
Her new CD, Front & Center will be released in Spring 2001.
She is the president of Moxie Entertainment, an independent record
label and media relations company. She is the author of The DIY
Guide to the Music Biz and currently teaches Making Money
Making Music at The Learning Annex in New York City.
Visit her Web site at: http://www.carlahall.com.
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