there is an exception(s):
1) Opening for a reputable Band at a reputable venue
a) It’s be the headlining band’s job to do the bulk of the promotional bullshit. They do the radio spots, and send out the press releases, and so forth. However, this doesn’t wash the opening band of marketing responsibilities. You should be doing your own marketing and promoting, there’s just not as much pressure for you. You’re not ultimately responsible for filling the venue, but your fans should be a supplement to the larger Crowd of the headliner. I once jumped on the street team of a band I was opening for and helped pass out fliers. They were really appreciative and it definitely paid off in the long run.
b) The most obvious reason to take a free gig is exposure. But you want to make sure you’re getting real exposure and you’re not just filling a slot. I turned down a free opening gig a couple weeks ago at a really small venue with a band that doesn’t even stand up when they play. They get a decent local crowd, but I wasn’t going to do myself any favors by lugging all my gear 45 minutes away to play for 40 drunks who just want to shake their booties and don’t really care about the music only to be asked to play another 2 hours with the headliner who was playing just to have something to do on a Friday night. That’s something I should get paid to do. You want the headlining band to be fulfilling all the tasks (and much more) on the list from yesterday’s post and you will want to know ahead of time the expected crowd numbers and how many people the venue can hold. You also want to follow up and make sure you make it worth your time to play for free. If you’re opening for a band at a venue you want to get in to, make sure you find out who to contact about booking, give them your album and shake their hand if you can. Put their number in your phone and call them on Monday. They will not call you, so you have to get on it and make it happen for yourself so you’ll have bands opening for you for free.
2) Rehearsal.
a) If you have a new band or are trying new material, it might be worth it to pitch them in a smaller place but where you can plug in and play in front of a few people. In this case, ask the venue to cover meals and/or gas in exchange for marketing. I like to market these kinds of shows as kind of an exclusive opportunity for the audience to hear never-before-heard songs or the debut of a really great bass player you found at the local college. The “paid rehearsal” should still be promoted because a big crowd is better than a small crowd, even if you bomb (which you won’t because you practice and you’re a professional and you’re awesome), but adding the additional goal of getting kinks ironed out of your set in a low profile setting is a benefit. The smaller “rehearsal venue” will pay less, but will benefit your sound and skill.
