Why You Really Need Excellent Promotional Materials!

Illustration by Ben Wiseman

I have been working as an booking agent for almost five years and the number of times I am let down by the promotional materials sent to me by entertainers wanting to join GME is staggering. Very few get it right, and maybe this is down to not understanding how Agents (and I would venture to say this also applies to Managers, Record Company Execs, Radio Station Managers, etc.) operate. I am a small company and I receive 100s of submissions a year. Because I am the only one reviewing the submissions in my company, I don't have much time to give to each Act, usually about 20 seconds is enough for me to decide if I want to hear or see more. Sometimes, I don't even get to the point where I want to listen because the cover email has typos or if they've completed my on-line application, I won't even look at the submission if they haven't provided all the requested info.

What Acts get wrong the most is the promo video. I book 99% of my Acts off of their video. The video you submit to me is what I'm submitting to my clients so if your video is not up to par, I won't even consider you for an enquiry. A video shot on your mobile device is unacceptable because there's usually too much background noise or people walking in front of the camera or the image and/or sound quality is poor.

I'm finding that there are three key promotional elements that get bookings confirmed:

1. High Quality Video
2. High Def Photo
3. Sample Set Lists

Entertainment bookers don't care who you've worked with, other places you've played or the awards you've won. They just want to hear what you sound like, see that you look good and feel confident that the material you perform will appeal to their customers.

High Quality Video

If you are having your footage filmed live, try to do this in a neutral setting or on a professional stage with good lighting. If you are after corporate and private work, a pub setting is not the best backdrop for your video. Also, if you're staging the video, make sure that your performance is as lively as it would be if you were performing before thousands. Too often I receive a staged promo video and it's obvious that the Act is performing to an empty room because they are so disengaging in their performance, or they don't quite know where to look if the camera is in front of them. When filming a video, it's best to ignore the camera (no cheesy Harry Hill moments, please). Just perform as if you're doing a live performance and not being filmed.

Film three or four of the best songs that represent who you are as an Act. Then have them edited down to no more than two minutes of your best footage. No long introductions, get right to it! If your intro is 20 seconds, you've lost me and I haven't even had the chance to listen to you. Make sure your videos are agent-friendly with no personal details ... no emails, websites, phone numbers. Just the name of the Act. Make sure you're dressed for the type of work you're looking for. Most agents represent Acts for corporate and private events so they are looking for bands with a professional and slick look. Don't submit a video where you're in jeans and a t-shirt and expect to be taken seriously (unless that look fits your Act - 50's Tribute, for example). Take the time to plan the video ahead of time so that you don't waste time and money.

Pre-record the vocals if possible and lay them over the video footage. Again, this will give your video a much cleaner, professional quality.

If you do decided to shoot your promo video live, check out these tips!

High Def Photo

Your promo pic needs to clearly show each member of the Act, and capture the essence of who you are as an Act or represent your show, especially in the case of Tribute and Themed Acts. If you're a 60's or 70's band, obviously you want to dress in the era, but make sure your costumes don't look like they came from the local fancy dress shop. You don't want to come off as if you're making fun of the era, but that you're representing it and that's done by getting quality clothes and wigs, if required.

Sample Set Lists

This is so crucial for corporate and private gigs, especially weddings. If you do sets by genre, then send this through to the agent in sets or 12-15 songs. I include up to 3 sample set lists on my acts webpages. Make sure the songs you select for those sample set lists are the most relevant in your repertoire.

Other things to consider are your bio. This is your chance to sell your Act. It should be no more than 150-200 words, so short and sweet and right to the point. Here you should include the various genres your perform, who your Act appeals to or what type of events or venues your Act would be a good fit for. Also include if you offer any other options (3pc, 4pc, Duo) or if you have other Acts that you perform. Your bio should be about selling your Act, not bragging about your accomplishments.

If you want to include audio demos with your submissions, that's fine, but most Agents just want a good video because that's what ents bookers want. I was speaking to the booker at Warners the other day, and she said to just send through pictures and videos of any Acts I want to submit to them. They don't even want a bio when considering Acts.

Do yourself a favour and evaluate your promo materials to make sure they are of the best quality possible, so that you're always presenting yourself in the best way possible. Invest in your video and promo picture. This will pay off. I am in the process of doing this very thing for my Solo and Motown/Soul Shows. 

If you want me to have a look at your materials and give you some feedback, I am happy to do that. Just email me. The better your promo materials, the quicker people make a decision to book you, the easier it is for you, agents or your manager to sell you to their clients, and the more full your diary will be.