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More Self Promotion
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Miguel de Maria
Posts: 3532
Joined: Oct. 20 2003
From: Phoenix, AZ
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 More Self Promotion
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I always say, unless you are Paco de Lucia or John Williams, don't wait for people to hire you, you have to take matters into your own hands. "A good self-promoter" is known by a certain type of person as a negative thing; that type of person tends to be unemployed and do most of his performing at home.
For example, last night I was at (names changed to protect the guilty) the Cactus Club and ran into the catering and sales director. This is a very important person at any resort or hotel who plans events and parties and weddings. It is good to know this person by name and do what you can to get into their good graces. The one at the "Cactus Club", Luanna, I have seen many times since she was the wedding planner for my wedding! I also play at the Cactus Club about once a week, so we are well acquainted.
I approached her and asked her if she would be able to write a note of recommendation for me to use in my promotional materials. My reasoning was that since she was the catering manager of an important resort, that would look good. She told me of course, that would be no problem. She then mentioned that whenever anyone needs a "Spanish Guitarist" (this is the marketing term I use to describe myself), that she calls the Fiesta Agency to hire me.
Now in Phoenix, Entertainment Agencies, such as the "Fiesta Agency", are very important. Pretty much every working musician gets 80% or more of his gigs through the agencies. The agencies have the network, the connections, and the cachet to get exclusive contracts with the main resorts and a lot of rich parties. They then send the musicians on their roster to the gigs, while taking 50% or more of the fee! The musicians need the agencies to get the gigs, but they end up making a fairly paltry fee, and the customers pay 2X as much or more. The rule for the agencies' markup over the musicians' fee is simple: fleece the client for as much as you can, and give the musician as little as you can!
I thanked Luanna for the kind words and the recommendation, but added, "Or you could just call me directly." She was shocked. "Oh...I can?" "In fact, that's better," I said, as smoothly as I could, "If you trust the musician to show up on time and do a good job, you don't need an agency. But a lot of musicians are flaky and I can understand why a client would trust the agency in that case." I said this knowing full well that I am not flaky and do not give that impression to my clients at all...
"Oh, of course, I trust you. In fact, I was going to call up the Fiesta Group and ask them to hire your trio. So shoudl I just call you?" "Yes," I said, with a gentlemanly smile.
It just goes to show you...Luanna did my wedding, saw me every week, and liked me, but she was still going through an agent who takes a significant cut of the action while serving no useful purpose.
You have to ask....ask and you will receive.
There is another side to the equation. The fact of the matter is that the agencies do control most of the pie, due to their long-reaching contacts and exclusive contracts. So when engaging in this sort of...discussion, you don't want to do anything to anger the agent. In fact, that reminds, me I'll have to tell Luanna to keep this hush-hush. If the Fiesta Group found out I was self-promoting in this fashion, they would cut me off in a second (not that I get much work from them anyway), because in effect, I'm impinging on their territory. Some of you may remember an early story of mine about the Silverleaf Club....
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Date Sep. 22 2005 18:50:15
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Florian
Posts: 9282
Joined: Jul. 14 2003
From: Adelaide/Australia
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RE: More Self Promotion (in reply to Miguel de Maria)
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very interesting, i have never used a agent i dont think, i get most of the gigs trough the flamenco schools, pple here just seem to go trough the phone book and call flamenco schools when they need something. I know Alo uses a agent so i am not sure how much work he does get or does not get trough it.
I am very lucky the teacher at my school keeps 10 % for tax the rest pays out to whomever performs, this morning for example we have a 2x20 minutes gig at a highschool that pays like a concert, i see this type of thing as a paid rehersal.
quote:
$300. while the agent charged $2,600.00 jeez we thinking too small
how much do you guys charge ? and how do you workout your rates ?
best negotiation i ever did was by accident once, i got $300 for 10 minutes of playing at a wedding, but thats only cause i missunderstood the guy on the phone and tought i was going to be there alot longher, you can imagine my face when he came with the envelope and thanked me, i did 1 song and a half.
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Date Sep. 22 2005 19:47:37
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Miguel de Maria
Posts: 3532
Joined: Oct. 20 2003
From: Phoenix, AZ
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RE: More Self Promotion (in reply to Mark2)
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Mark,
I hear you. Actually, although "Luanna" did know me because I used to play some trios at the resort, Miguel de Maria the soloist has nothing to do with that. I knew her as a sideman only. In fact, when I hired her for my wedding, I gave her a bunch of my CDs...after that point was when she started calling the agency for me. Kind of complicated, but at least I feel I am in the right here.
The 300/2600 thing is something I've heard before. I have heard stories of that magnitude or more.
I don't self-promote at agency gigs. If someone asks for my card, I give it out, but I do not actively do it. I respect the primacy of the agency's contacts for practical, not ethical considerations. There is nothing unethical about an independent contractor making his own deal with a client. If there is something unethical, it's an agency charging big bucks while serving no purpose except paying for a secretary and a nice office in North Scottsdale. However, I am careful to respect the lines because as you pointed out, those guys would blackball me in a minute if they thought I was double dealing. Luckily I don't depend on the agencies that much, because when I startd out, none of them would hire me! I make my own luck. Today I called up about six art galleries who are having exhibitions in October.
I said, "I noticed you are having an Exhibition on Oct. 22, and was wondering if you needed any live entertainment?" One of them said they already had a guitarist, but could I please send my card, three of them said maybe, can you send a demo? So I am going out right after I get typing this to drop them by personally. I have noticed that people tend to hire me at a greater rate if they meet me than if they just talk to me on the phone (this may not apply to someone like Florian though).
Anyways, I used to by shy about this kind of thing but now I actually get a little pleasure with my own cheekiness. I hope all of you who want to play out, but don't, go and make your own luck too!
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Date Sep. 22 2005 20:48:35
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Mark2
Posts: 1877
Joined: Jul. 12 2004
From: San Francisco
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RE: More Self Promotion (in reply to Miguel de Maria)
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Miguel,
I think that lady should have hired you direct, after all, you had a relationship with her outside of just the music thing. And of course I agree an independant contractor has the right to make his own deals. It's just that my agent has a contract that says if I work for one of his clients within a year of my doing a gig, I have to pay him the commision anyway. So I figure, why not let him do the paperwork. Also, I never played casuals for a full time living. If I did, I would be out there promoting and selling my trip.
Florian, as far as how much to charge, that is a tough question. So many factors play into it, but the bottom line is: how much is it worth to you to give up the time it takes to do the gig? And how much do you want to do it? The biggest gig I ever did was for $100.00 and I would have done it for free. It seems the more you make, the less fun you have.
There was a guy named Tommy Tedesco, who was/is probably the most recorded guitarist in history. Top LA session guy for decades. He said a gig should offer fun, good money, or a learning experience. If not, move on.
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Date Sep. 22 2005 23:18:45
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Florian
Posts: 9282
Joined: Jul. 14 2003
From: Adelaide/Australia
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RE: More Self Promotion (in reply to Mark2)
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I agree with you Mark if i dont see the potential of fun, i dont do it, id rather walk away. (when i can, when it involves the school performances i cant , i have to do right by this pple cause they have always done right by me and took care of me and i am loyal by nature)
The money is not really important but is just a way of feeling that what you do is apreciated, i have done many things for free for friends.
Some pple are out of this world generous, this last Winemaker we did a show for paid us all full rates, feed me , put me up for accomodation, treated me like royalty, and gave me a Cuban cigar and a case of expensive wine.
I was stunned.
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Date Sep. 22 2005 23:48:13
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Miguel de Maria
Posts: 3532
Joined: Oct. 20 2003
From: Phoenix, AZ
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RE: More Self Promotion (in reply to Florian)
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Florian,
you know I was just joking, mate! Actually, I think your method is very good. If you don't want to play the gig, set the price so high that you would actualy want to play the gig!
As far as setting price, Mark is right. It's about opportunity cost--what is it worth to you to play it? There is another factor, which if you want to make a living doing this racket, and that's market value. You should find out how much other guitarists charge to do a similiar thing. If not guitarists, then musicians or DJs or whoever provides the entertainment in town. Maybe you don't have to copy these prices, but should at least be aware of them and use them as a starting point.
There is the aspect of a performer as a unique and irreplaceable entity. If you can't get Paco, you dont' exactly just say okay, well I'll get Tomtatito, that's just as good. Then there is a sense where we working guitarists are kind of like gas....if the station down the street charges more than the station here, then that one is going to have problems.
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Date Sep. 23 2005 0:08:12
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