How to Build Long-Term Relationships With Promoters and Venues

Every unsigned band wants to get on more lineups. But what most miss is that being booked once isn’t the hard part - it’s being asked back that really counts. And when you build real relationships with promoters and venues, things start getting easier. Gigs come your way. Last-minute support slots pop up. Opportunities land in your inbox without you chasing them.

It’s not about sucking up. It’s about being the kind of band people want to work with again.

It starts with communication. From the first email or message, be clear, polite and easy to deal with. Include everything they need upfront - links, set length, location and a short intro to who you are. If you’re asking to play a date, suggest a couple of options. Make their life easier and you’re already ahead of half the bands in their inbox.

When you do get booked, treat the show like a job - in the best sense of the word. Arrive when they ask you to. Bring your gear sorted. Know your set time. Stick to it. Don’t take ages soundchecking or play past your slot unless you’ve been told to. It might seem like small stuff, but this is what builds trust.

And promote the gig like it’s yours - not just “another show.” Share the event. Tag the venue and promoter. Post about the other bands. Make noise. If you bring a crowd (even a small one), you’re showing that you’re active and that your name carries weight. Promoters remember that.

After the show, say thank you. In person, yes - but also in a message the next day. A quick “Thanks so much for having us, we really appreciate it” goes a long way. Tag the venue and promoter in your post-show content. Give them love publicly, and they’re more likely to return the favour.

If something goes wrong - and sometimes it will - don’t panic. Just be honest, own it and stay calm. Bad soundcheck? Light turnout? Tech fail? How you handle it says a lot more about you than the issue itself.

Think long-term. Don’t just disappear between shows. Drop a message when you’ve got new music. Invite them to your next headline. Go to gigs they’re putting on, even if you’re not playing. Show that you’re part of the scene - not just passing through.

The unsigned bands that get booked again and again aren’t always the best musically. They’re the ones that are reliable, prepared, easy to work with, and leave a good impression onstage and off. When promoters know they can trust you, you move from “we’ll see” to “you’re on.”

And that’s when doors start opening.