Once the thrill of booking a show fades, reality begins to creep in for most indie artists. "How many people will be there?" "How can I get new people out to this show?" "Will it be the same old people who always show up?" "How do I get the media to write about the show?" "How do I sell more CDs at this show?"

As frustrating as it is to think about it, the way you promote your next show can tell you a lot about yourself, your band members and the people supporting and working with you!

For example, I have been teaching indie artists for the last 20 years about the benefits of giving out cassette and CD samplers at shows. Sure, most artists want to grow their CD sales, but some are not willing to do the "dirty work" of actually asking for the sale. They may be too afraid to approach people at their shows to get them to buy their CDs and merchandise.

When I consult with artists who want to grow their CD sales, the first thing I ask them to do is describe how and where they are handing out their CD samplers (as well as what’s on the disc. Very important). Usually, they will identify which places in their target market(s) they are going, how many samplers they gave out...and then reveal to me that they have a tough time talking to new people or that they are the only one in their group promoting their CD at the shows.

This is the critical point that will show you how successful you will be at getting more people to your shows and selling more CDs.

If you are in a group of 4 people and you are the only one handing out CD samplers, it says a lot about the commitment and interest of the other band members. What are they doing to get new fans? If one of them wants to focus on getting media attention for the show, that’s fine, they still need to hit the streets! Their lack of interest in finding new fans can be and usually is a red flag that this person doesn’t want the project to grow any further than the local level. Ironically, they always seem to be the ones that complain the most about your CD sales when they don’t even get off the stage and try to sell any CDs themselves! They insist they have to "break down their gear", which ironically they could pay someone to do out of the CD sales they could generate a few minutes after the last song you perform. After all, you are playing shows to sell more CDs. Right?

Okay, so it's easy to blame your fellow band members for not approaching new fans at your shows, but are you doing the same thing, too?

Are you also finding excuses not to meet new people to get them to come to your other shows or buy your stuff? Just emailing your mailing list every month is not enough. Are you getting "dirty" in the trenches?

Do you avoid going into the crowd after the last song to sell CDs? Is it more important to break down your gear than to make more money?

Human nature can sometimes stop you from moving forward. Sure, it's awkward to go up to total strangers at a club and ask them if they are interested in buying your CD, but as a self-supportive indie, you have to do it! Your band members have to do it, too. Just as you are a team in the creative sense, you have to be a team when it comes to promoting your band. It's survival of the fittest out there and you need to be aggressive at promoting your yourself and your music. Your initial challenge to yourself, your band members and those working with you is to push forward and stop listening to that self-doubting little voice in your head that keeps you from trying anything new--that keeps you from approaching strangers at clubs to buy your CDs and merchandise.

As they say in sales, if you don't ask for the sale, you won't get it!

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