Your artist is good, but they're not touring: 6 manager reflexes that open festival doors
As a host and as a journalist, I have worked with dozens of artists' teams, from Conakry to Abidjan and Montreal. Some artists come back to festivals year after year. Others, just as talented, are invited only once. Very often, the difference does not come from the artist: it comes from the team around them. Here are the reflexes I have seen in the managers, producers and agents who keep their artists touring.
1. They knock on the door at the right time
A festival's line-up is often locked months before the edition. The manager who writes three weeks ahead arrives when all the slots are taken. The one who keeps their artist touring knows the calendar of every targeted festival, and proposes their artist while the programmer is still looking.
The reflex: keep a calendar of the targeted festivals, with their call-for-applications periods, and answer as soon as they open.
On Festival TV, all the calls for applications from the world's festivals are gathered and sorted by deadline, most urgent first.
2. They go where the programmers are
Professional markets and meetings, like MASA in Abidjan, bring together in one place programmers from several countries. A twenty-minute showcase in front of the right people can open more doors than a year of emails. Successful managers are there, with their artist or with their file.
The reflex: choose one or two professional markets a year, prepare the meetings before going, and leave with contacts, not just photos.
On Festival TV, the world directory of professionals brings together programmers, artistic directors, bookers and agents, by country and by city.
3. They make their artist available to the press
At a festival, the media are looking for artists to interview. The manager who warns the journalists, gives them a slot and brings their artist on time gets coverage. The one who answers “not now, they're resting” lets free visibility go by.
The reflex: plan a media moment in the artist's day, and give a number where they can be reached on site.
On Festival TV, our explorers cover the festivals: tell us your artist is there, and they can go on air. Contact the newsroom.
4. They respect the organiser, to the last minute
I have often seen it from the stage, as master of ceremonies: the artist running late, the soundcheck overrunning, the set lasting too long and shifting the whole evening. That night, the audience sees nothing. But the organiser remembers it the following year.
The reflex: arrive on time, respect the announced technical rider and the planned duration, and warn immediately if there is a problem.
On Festival TV, your artist's page can hold their technical rider and show formats: the organiser knows what to expect before even calling you.
5. They don't disappear after the concert
The concert is over, the team leaves, and nobody hears from them again. The managers who get their artists invited back do the opposite: they thank the organiser, they share the beautiful images, they post on their networks naming the festival. They stay in the memory of those who programme.
The reflex: within the following week, a thank-you message, two or three images, and a post that mentions the festival.
On Festival TV, upload your concert videos from your phone: the best ones go on air, with your credit.
6. They think in tours, not in single dates
A plane ticket for a single date is expensive, and that is often what blocks a festival. Good managers group: they look for several festivals or venues in the same region, in the same period, and propose a tour. The trip is shared, and each date becomes easier to accept.
The reflex: when a date is confirmed, immediately look for two or three other festivals close in time and space, and propose them to each one.
On Festival TV, the world map of festivals and the month filter show at a glance the neighbouring festivals in the same period.
The manager's checklist
- A calendar of targeted festivals and their calls
- One or two professional markets a year, meetings prepared
- A moment set aside for the press at each festival
- Time, technical rider and duration respected
- A thank-you and images within the week
- Every confirmed date becomes the start of a tour
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The calls for applications, the programmers' directory and your artist's page with their EPK: everything is free, and everything is in one place.
Signature d'auteurMoïse 1er, the Festival Explorer
Moïse 1er's advice — the series
The Moïse 1er Chronicle. Festivals: you have the artists, but have you made people want to come? · Partners and funders · Artists · Managers, producers and promoters · Festival-goers · Backstage
Advice for festivals and pros. The 7 mistakes that keep your festival from being seen · What the programmer looks at in 30 seconds · Your artist isn't touring: 6 manager reflexes · My first festival abroad · Getting booked at festivals · Agent, manager, booker, tour manager: who does what?