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Hi There Fan,
I'm an independent recording artist in Joshua Tree, California looking to make my debut after a successful Kickstarter project. My album is almost complete.

Canvassing Los Angeles for gigs as an opening act is somewhat daunting, especially since my album isn't yet released. Do you have a word of advice on how to get my promo, such as it is, in front of more people? ?

Dana Larson


Hi Dana,

Congratulations on your crowdsourcing success. That's certainly something—people liking your music enough to help you get nearly $8,000 is a good sign that people are connecting with what you are doing.

The bad news is there is no short cut. It's a slog and it sucks. You need to make a list of the venues and promoters that put on concerts within the genre you work, and just reach out.

There are maybe a dozen places in LA that might reasonably host you. However, I'd imagine that part of the reason this is daunting is the looming fear of rejection. 

Start with a brief introductory email (four sentences maximum) that has a link to where your music can be streamed easily, like Bandcamp, and maybe a Youtube link to a music video or you playing in front of an audience. Let them know you are in the mature contemporary folk singer songwriter genre, and cite Joni Mitchell or Rickie Lee Jones. Tell them you had a story on KCRW recently. Tell them you have an album coming out in X weeks and are looking for opening slots this fall in the city. Check back in 10 days and then 10 days after that. No phone, no mail. Everyone hates both.

When you hit up venues or promoters, make sure it is the right place for you, so you are not wasting your time or theirs.

You play in restaurants and hotel bars in 29 Palms, which makes me think you would be suited for those types of places outside of central L.A. What about Malibu? Surely you play your local shows with folks who are on this same candle lit wine bar circuit—find out where they play.

The singer-songwriter who is the equivalent to you in Santa Barbara is who you need to connect with. Tell them you are looking to do shows outside of the area and would love any hot tips they have, or that it would be great to do shows together. Maybe they know the hook up for some good folky showcases that would be easy to hop on.

Also: Find out what it takes to get gigs at wineries. I feel like that is going to be more your speed than say, knocking yourself out trying to get on Hotel Cafe bills. Though if that is your dream, keep dreaming it, you just have to network and do the hustling.

Not having a record out is not going to be a real concern for most folks. Do you have a fan base to speak of in L.A.? If not, then really try to hook up with someone who does. See if you can open. The best way to do that is ask directly. You are in a position to pay back a favor, as you are beloved in your lil' town. Even though you may wonder how you could possibly pry these other cities open, keep in mind what you have already built for yourself in your community. It's something real.


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