How to Approach Venue Owners for Unconventional Gigs

Quick answer

To pitch unconventional venue owners, start by researching spaces that fit your music’s vibe—think bookstores, cafes, or art galleries. Craft a short, personalized email highlighting how your performance benefits them, like drawing new customers or enhancing their atmosphere. Follow up politely, offer a low-risk trial gig, and focus on building a long-term relationship rather than just booking one show. Keep it simple, professional, and mutually beneficial.

If you want a step-by-step guide with email templates, venue checklists, and negotiation scripts, check out Book Gigs in Weird Places: Underground Musicians’ Underground Guide to Unconventional Venues. It’s packed with real-world examples and tactics to help you secure gigs in spaces most musicians overlook.

Why Unconventional Venues?

Traditional music venues—bars, clubs, and concert halls—are competitive and often saturated. Unconventional spaces, on the other hand, offer unique opportunities. They’re less crowded, can align better with your brand, and often have owners who are more open to creative collaborations. Plus, these venues can attract audiences who aren’t just there for the music, giving you a chance to grow a dedicated following.

Examples of unconventional venues include:

• Bookstores and libraries
• Cafes and coffee shops
• Art galleries and studios
• Record stores and vintage shops
• Community centers and co-working spaces
• Outdoor markets and pop-up events
• Breweries and wineries

These spaces aren’t just alternatives; they’re opportunities to stand out and connect with audiences in a more intimate setting.

Step 1: Research the Right Venues

Not every unconventional venue will work for your music. Start by identifying spaces that match your genre, audience, and performance style. For example, a folk singer might thrive in a bookstore, while an electronic artist could fit better in a modern art gallery. Here’s how to narrow it down:

What to Look For

• Atmosphere: Does the venue’s vibe complement your music? A loud, energetic punk band might not fit a quiet yoga studio, but a jazz trio could.
• Audience: Who frequents the space? Are they likely to enjoy your music? A venue that attracts families might not be ideal for a metal band, but a café with a young, artsy crowd could be perfect.
• Logistics: Is the space physically suitable? Check for power outlets, acoustics, and space for your equipment. A venue with poor acoustics might not work for an acoustic act, but could be fine for a DJ.
• Owner’s Openness: Has the venue hosted live music before? If not, are they open to the idea? Look for signs like flyers for other events or social media posts about community activities.

Where to Find Venues

• Local Business Directories: Search for cafes, bookstores, and galleries in your area. Websites like Yelp or Google Maps can help you compile a list.
• Social Media: Follow local businesses on Instagram or Facebook. Many post about events or collaborations, which can give you clues about their openness to live music.
• Word of Mouth: Ask other musicians or friends if they know of any spaces that might be a good fit. Personal recommendations can save you time and lead to warmer introductions.
• Walk Around: Visit neighborhoods with a thriving arts scene. Pop into shops, chat with staff, and observe the space. Sometimes the best opportunities come from in-person interactions.

Step 2: Craft a Compelling Pitch

Once you’ve identified potential venues, it’s time to pitch. Your goal is to make it easy for the owner to say “yes.” A good pitch is short, specific, and focused on their needs—not just yours. Here’s how to structure it:

Email Template Breakdown

Subject Line: Keep it clear and intriguing. Examples:

• “Live Music Idea for [Venue Name]”
• “How [Your Band Name] Can Bring More Customers to [Venue Name]”
• “Quick Question About Hosting Live Music at [Venue Name]”

Body:

1. Personalized Greeting: Address the owner or manager by name. If you don’t know it, call the venue and ask or check their website or social media.
2. Introduction: Briefly introduce yourself and your music. Mention something specific about the venue to show you’ve done your research. Example: “I love the cozy atmosphere at [Venue Name] and think it would be a perfect fit for my acoustic performances.”
3. Value Proposition: Explain how your performance will benefit them. Focus on tangible outcomes like:
• Drawing new customers
• Increasing foot traffic during slow hours
• Enhancing the venue’s atmosphere
• Creating social media content for them
4. Logistics: Keep it simple. Mention the date, time, and duration of the gig, and any equipment you’ll need. Example: “I’d love to perform a 45-minute set on a Friday evening, around 7 PM. I bring my own PA system and just need access to a power outlet.”
5. Call to Action: End with a clear next step. Example: “Would you be open to a quick call or meeting to discuss this further?” or “I’d be happy to send you a sample of my music if you’re interested.”

Example Pitch

Here’s a full example for a folk musician pitching a bookstore:

“Hi [Owner’s Name],

I’m [Your Name], a local folk musician who’s been performing around [City] for the past few years. I’ve been a regular at [Bookstore Name] and love the warm, inviting atmosphere you’ve created. I think my music would be a great fit for your space, especially during your weekend brunch hours.

I’d love to propose a 45-minute acoustic set on a Saturday afternoon. My performances are low-key and perfect for background music while customers browse. I’ve found that live music can increase foot traffic and keep people in the store longer, which could boost sales. I bring my own equipment and just need access to a power outlet.

Would you be open to a quick call or meeting to discuss this further? I’d be happy to send you a sample of my music or answer any questions you have.

Thanks for your time, and I look forward to hearing from you!

Best,
[Your Name]
[Your Contact Info]
[Your Website or Social Media]

What to Avoid

• Generic Pitches: Avoid copy-pasting the same email to every venue. Personalization is key.
• Overpromising: Don’t guarantee a certain number of attendees or sales. Instead, focus on the experience you’ll provide.
• Being Too Vague: Owners are busy. Be clear about what you’re asking for and what you’re offering.
• Ignoring Their Concerns: Address potential objections upfront. For example, if noise is a concern, mention how you’ll keep the volume at a comfortable level.

For more pitch templates and negotiation scripts, Book Gigs in Weird Places: Underground Musicians’ Underground Guide to Unconventional Venues includes real examples from musicians who’ve successfully booked gigs in non-traditional spaces.

Step 3: Follow Up and Build Relationships

Most venue owners are busy, and your first email might get lost in their inbox. A polite follow-up can make all the difference. Here’s how to do it without being pushy:

Follow-Up Email Template

“Hi [Owner’s Name],

I hope this email finds you well! I wanted to follow up on my previous message about performing at [Venue Name]. I completely understand how busy things can get, so no pressure at all. I just wanted to check if you’d had a chance to consider my proposal.

If you’re open to it, I’d love to discuss how we could make this work for both of us. Let me know if you’d prefer a quick call or if there’s a better time to chat.

Thanks again for your time, and I hope to hear from you soon!

Best,
[Your Name]

Building Long-Term Relationships

Securing one gig is great, but building a long-term relationship with a venue can lead to more opportunities. Here’s how to nurture the connection:

• Deliver a Great Performance: Show up on time, be professional, and put on a memorable show. A positive experience will make the owner more likely to invite you back.
• Promote the Gig: Share the event on your social media, tag the venue, and encourage your fans to attend. This shows the owner that you’re invested in making the event a success.
• Say Thank You: After the gig, send a quick thank-you email or note. Example: “Thanks again for having me at [Venue Name]! I had a great time, and I hope your customers enjoyed the music. Let me know if you’d like to collaborate again in the future.”
• Stay in Touch: Follow the venue on social media, engage with their posts, and drop by occasionally to say hello. Building a personal connection can lead to more gigs down the line.
• Offer Value Beyond Music: If you have skills outside of music—like photography, graphic design, or event planning—offer to help the venue in other ways. For example, you could take photos of their space for their social media or design a flyer for an upcoming event.

Step 4: Handle Objections and Negotiate

Not every pitch will be a “yes,” and that’s okay. Many owners will have concerns or objections. The key is to address them honestly and creatively. Here’s a table of common objections and how to respond:

Negotiation Tips

• Be Flexible: Unconventional venues may not have the same budgets or resources as traditional music spaces. Be open to creative payment structures, like tips, merch sales, or revenue sharing.
• Start Small: Offer to do a short, low-risk gig first. Once the owner sees the value you bring, they’ll be more likely to book you for longer or more frequent performances.
• Highlight Mutual Benefits: Emphasize how the gig will benefit the venue, not just you. For example, mention how live music can attract new customers or create a more engaging atmosphere.
• Know Your Worth: While it’s important to be flexible, don’t undervalue your work. If a venue can’t afford to pay you fairly, it might not be the right fit.

If you’re struggling with negotiations or need help crafting responses to tough objections, Book Gigs in Weird Places includes scripts and strategies for handling even the trickiest conversations.

Step 5: Prepare for the Gig

Once you’ve secured the gig, it’s time to prepare. Unconventional venues often have different expectations and logistical challenges than traditional music spaces. Here’s how to make sure everything goes smoothly:

Logistics Checklist

• Equipment: Confirm what the venue provides and what you need to bring. For example, some spaces might have a PA system, while others won’t. Make a list of everything you’ll need, including cables, stands, and backup gear.
• Soundcheck: Arrive early to do a soundcheck. This is especially important in unconventional venues, where acoustics can vary widely. Test your equipment and adjust the volume to suit the space.
• Setlist: Tailor your setlist to the venue and audience. For example, a bookstore might prefer softer, more background-friendly music, while a café could handle something a bit more upbeat.
• Promotion: Work with the venue to promote the gig. Share the event on your social media, tag the venue, and encourage your fans to attend. Ask the owner if they’d like you to create a flyer or social media post for them.
• Merchandise: If you sell merch, bring it along. Unconventional venues often have space for a small table where you can display your CDs, vinyl, or other items. Make sure to ask the owner where you can set up.
• Payment: Confirm how you’ll be paid. Will it be a flat fee, tips, or a percentage of sales? Make sure you and the owner are on the same page before the gig.

Day-of-Gig Tips

• Be Professional: Show up on time, be polite to staff and customers, and respect the venue’s rules. A positive attitude goes a long way.
• Engage with the Audience: Unconventional venues often have smaller crowds, which can be an advantage. Take the time to chat with audience members, answer questions, and make them feel welcome.
• Adapt to the Space: Be prepared to adjust your performance based on the venue’s layout and acoustics. For example, if the space is small, you might need to play more quietly or rearrange your setup.
• Take Photos and Videos: With the owner’s permission, take photos or videos of your performance. These can be great for your social media and can also help the venue promote future events.
• Leave the Space Better Than You Found It: Clean up after yourself, thank the staff, and make sure the venue is in good condition when you leave. This will make the owner more likely to invite you back.

Who This Approach Is For

This guide is for musicians who are tired of competing for gigs in traditional venues and want to explore unconventional spaces. It’s ideal for:

• Independent Artists: If you’re a solo act or small band looking to build a local following, unconventional venues can offer more intimate and engaging performance opportunities.
• Genre-Bending Musicians: If your music doesn’t fit neatly into a traditional genre, non-traditional spaces can be a better fit. For example, experimental or ambient artists might thrive in art galleries or bookstores.
• Touring Musicians: If you’re on the road and need to book gigs in new cities, unconventional venues can be easier to secure than traditional ones. They’re also great for filling gaps in your tour schedule.
• Musicians on a Budget: Unconventional venues often have lower costs than traditional music spaces. They might not charge a booking fee, and you can often negotiate payment based on tips or merch sales.

If you’re ready to dive deeper into the world of unconventional gigs, Book Gigs in Weird Places: Underground Musicians’ Underground Guide to Unconventional Venues is packed with real-world examples, email templates, and negotiation strategies to help you secure gigs in spaces most musicians overlook.

Frequently Asked Questions

What’s the best way to find unconventional venues?

Start by identifying spaces that match your music’s vibe and audience. Look for local businesses like bookstores, cafes, art galleries, and record stores. Use online directories, social media, and word of mouth to compile a list. Visiting neighborhoods with a thriving arts scene can also help you discover hidden gems.

How do I know if a venue is a good fit for my music?

Consider the venue’s atmosphere, audience, and logistics. Does the space complement your music? Who frequents the venue, and are they likely to enjoy your performance? Is the space physically suitable for your setup? If the answer to these questions is “yes,” it’s probably a good fit.

What should I include in my pitch email?

Your pitch email should be short, personalized, and focused on the venue’s needs. Include a brief introduction, a clear value proposition (how your performance will benefit them), logistical details (date, time, equipment), and a call to action. Avoid generic pitches and overpromising.

How do I handle a venue owner who says “no”?

If a venue owner says “no,” thank them for their time and ask if they’d be open to future collaborations. You can also ask for feedback on why they said no and use it to improve your next pitch. Sometimes, a “no” now can turn into a “yes” later if you build a relationship with the owner.

What’s the best way to follow up after sending a pitch?

Send a polite follow-up email about a week after your initial pitch. Keep it short and friendly, and reiterate your interest in collaborating. Avoid being pushy or demanding. If you don’t hear back after the second email, it’s best to move on and focus on other opportunities.

How can I make sure the gig goes smoothly?

Prepare thoroughly by confirming logistics, doing a soundcheck, and tailoring your setlist to the venue and audience. Arrive early, be professional, and engage with the audience. After the gig, thank the owner and staff, and leave the space in good condition. This will increase your chances of being invited back.

Is it worth performing at unconventional venues if they don’t pay well?

It depends on your goals. Unconventional venues can offer exposure, networking opportunities, and a chance to build a local following. If the venue attracts your target audience, it might be worth performing for tips or merch sales. However, if the venue doesn’t align with your brand or audience, it might not be the best use of your time.

Final Thoughts

Pitching unconventional venue owners is about more than just booking a gig—it’s about building relationships, thinking creatively, and finding spaces where your music can thrive. By researching the right venues, crafting a compelling pitch, and delivering a great performance, you can open doors to opportunities most musicians overlook.

If you’re ready to take your gig-booking skills to the next level, Book Gigs in Weird Places: Underground Musicians’ Underground Guide to Unconventional Venues is your go-to resource. It’s packed with practical advice, real-world examples, and step-by-step strategies to help you secure gigs in non-traditional spaces and grow your music career.