The Art Of The Deal

Ha!

Every agent has guidelines. They vary from agent to agent, but they stay relatively the same. As I've covered before, if you are a working, touring band, it is good for you to set your own guidelines within parameters so that buyers/promoters/venue owners, and your draw, don't get compromised.

I will also add that many agents are snakes, and what you will see below are things that, while booking, should help keep your from being lumped into that crowd.

These are some that I find important, because in booking, with reach and integrity, these guidelines will let your buyer know exactly what level of business you are within the business.

These will not assist you if you are a cover band or only have a local draw.

• Never renegotiate a deal - If you have already issued a contract, and it is signed and the deposit, pay, and parameters are agreed upon, you don't go back and renegotiate the deal. It is done. No band or agent should have to go back and try to add extra rooms, better pay, etc. The deal is done once the venue, agent, and artist have agreed. If things pop up, as they tend to, you handle them, but usually it isn't the venues job to do so. IF YOU ARE AN ARTIST AND YOU ASK AN AGENT TO BOOK YOU ON SHOWS THAT HAVE ALREADY BEEN ANNOUNCED, YOU WILL NOT BE ON THE BILL. If that person was your agent, they would've tried to add you to the bill if it made sense. If the person is not your agent, they have no interest in adding you and will not jeopardize their shows to add you. Don't bother the buyers either. They have already planned on who would have those spots. It just isn't worth it.
• 60/60 - There are variances here, but mine means 60 miles for 60 days. The venue may ask for what works with them, and that is okay, but it good to have your own set of parameters. Some agents use 30/30, 90/90, etc., but be mindful how that can effect your future bookings. There are instances where this may not come into play, like when routing to festivals or the venues are willing to work together, but don't assume they will. You need to ask. It just isn't worth it.
• Communication - There is no way I can promote this enough. I have seen agents not tell artists, band representation, or venues something that very pertinent to booked dates. Be honest even if it is painful, because if you are booking for one commision, you could lose many by not being honest. If an offer is coming in below your financial threshold, let the artist know. let the buyer know as well that it may not be approved (agents NEVER approve a booking; the artist does).I have seen many bands and agents burn a buyer by not being honest, and I have seen buyers put bands in bad situations by not being honest with them. If you are a band member who books for the band, be honest with them about everything. Rule of thumb: if a band member doesn't care about the business side, remove them. They are not professional, and will end up wasting your time. It just isn't worth it.
• Never have too many cooks in the kitchen - Because you have to use so much communication, you don't need too many people trying to book over each other. As a band, you think it helps you, but actually it hurts you. Too many people trying to book the same band in one venue not only makes your outfit look disorganized, you will get less money because your agents are actually booking against each other. Anyone you have booking should be in constant contact with each other. If you were just acting like a puppet master and to coordinate every thing without letting them communicate, I will tell you from my experience that I will no longer book you. It just isn't worth it.
• Know your clients worth in a venue or area - Trying to overprice a band that doesn't have a strong draw or pull in an area will hurt all concerned. Artists want more. Buyers want to save more. Look for the compromise. If either won't bend, just simply move on. It just isn't worth it.
• Never negotiate too long - Look, some of these things can take weeks to get together. Buyers may want to think it over, the artist has certain demands, and things of that nature. If, however, you are haggling over a price with someone because they are trying to save money and you can't put your band in that level of a compromising position, move on. This isn't a swap meet. There is a reason the price is in the neighborhood it is in, and you don't have to explain it to the buyer, but the buyer has to realize this. A band wants to play, but would rather stay home than play for an amount that wouldn't even cover their expenses. Also, while you're on the phone with this person for hours upon weeks, they are keeping you from shopping elsewhere, It becomes a giant waste of time. It just isn't worth it.

Here are some things your agent can not approve in a negotiation (but can suggest to a buyer whether it would work or not):

• Hotel rooms
• Hospitality Rider
• Technical Rider
• Support Acts (This, however, is different if the bands are on tour together or not)
• Any actual VIP procedures 

This is a very short synopsis of what an agent (or a band representative who handles the booking) should look at, and I am sure I will be updating this at some point, so keep your eyes peeled.

Even if you aren't booking but have someone do it for you, know that these shows take time to make them work out right. I promise if you try to rush or push me, I will just drop it and/or you. It just isn't worth it.

Until we meet again....