The Art of Communication
Bookers, Agents and Show Offers
We say this with love. You might be the best singer in town. Your guitar might make angels weep. But if you can’t communicate professionally with the people booking you, you’re going to stay at home, guitar in lap, wondering why the phone isn’t ringing.
Music means business…..and business runs on communication.
As Rick Rubin puts it:
“The best art comes from honesty. The best business comes from clarity.” (2023)
If you can’t explain what you do, what you want, and how you’ll deliver—no one’s going to take the risk.
The hard truth is that talent alone isn’t enough. House Bookers and Agents aren’t just buying your show. They are buying confidence. Reliability. Professionalism. Ease of doing business.
When your emails are a mess, your replies are late, your tone is entitled or disorganised—it’s a massive red flag.
They think:
“If this is what they’re like BEFORE the booking, what’s it going to be like ON the night?”
Beyoncé said it perfectly:
“You have to be prepared. You have to be professional. Business is a part of being an artist.” (Vogue, 2013)
You want to be the act they keep on speed-dial? Master the art of talking business.
First impressions count so let’s start with a compelling and clear Pitch.
✅ Companies like Pushworth make it easy for you with an Artist Facing Pitch Platform.
✅ Simply upload links for your Hero Image, your Spotify Playlist, Show Reel and Social Pages.
✅ For other Agents and House Bookers, consider utilising the same pitch in your email.
✅ Make it easy for them to say yes.
When you haven’t heard from the Agent after 14 days (probably because they are drowning in thousands of emails), let’s review how to send a follow up email to your Pitch:
❌ “Hey, can we play sometime? We’re keen.”
✅ “Hi [Name], I’m [Artist Name], a [style] act. We’re available Fridays/Saturdays. Here is our Pitch. This is a link to our Google Calendar.”
Professional. Clear. Respectful. Will always win.
Agents love live music. What they don’t love is:
❌ Google Drive link containing 20 Images of varying resolutions without Labels.
❌ Receiving a couple of 15MB images attached to an email with no explanation.
❌ Being vague about your act’s style or setup.
❌ Firing off angry or demanding emails.
❌ Spamming them weekly if they haven’t replied.
If you make it hard for them to understand you, they’ll just move on.
And Eventbrite’s Art of the Experience 2023 report backs this up:
“80% of event organizers rank professional communication as the #1 factor in choosing talent—even ahead of raw skill.”
(Eventbrite, 2023)
They’re not your fans yet. They’re your clients……
Persistence is good. Pestering is not.
✅ Wait 10-14 days before a polite follow-up.
✅ Keep it short and friendly.
✅ Don’t guilt-trip them.
✅ “Hi [Name], just checking in to see if you had a chance to look at our last email. Happy to answer any questions or work around your schedule.”
Respect = respect back.
Negotiate without Apologising. Know your worth. But also know the market.
✅ State your fee confidently.
✅ Be open to discussion.
✅ Don’t undermine yourself with “Sorry to ask…”
✅ Don’t act offended if they offer less—just counter politely.
Negotiation is not a fight. It’s a conversation.
Live Performance Australia’s Ticketing and Attendance Report 2023 is clear:
Consistent, professional acts have higher repeat booking rates, directly correlating with better box office performance and venue ROI.
(Live Performance Australia, 2023)
If you want repeat work, you don’t just play well—you deal well.
Work with a House Booker or Agent that confirms all shows with contracts that clearly outline what is required in the Show Performance. (**Remember that without a contract, you may be considered a Labour Hire so always work with companies that provide you with contracts)
Make sure you read the entire contract so that you understand:
✅ Show Format - Solo, Duo, Band
✅ Start, Finish and Set Up Time
✅ Date and Day
✅ Nett Fee to You
✅ Special Conditions - Things you need to know so you can deliver your show.
You want repeat bookings? Be easy to work with.
✅ Thank them for their time—even if they say no.
✅ Show appreciation after the gig.
✅ Leave the space tidy
✅ Be polite and professional with bar staff and security and especially patrons.
✅ Shout them out on socials if appropriate.
Bar Staff talk. Promoters talk. Agents talk. Your reputation travels faster than your van. Bruce Springsteen captured this perfectly:
“You can’t just play music. You have to deliver an experience. And you have to show them you’re serious about it.” (Springsteen on Broadway, 2018)
Your emails, your calls, your attitude—that’s the experience before you even get on stage. The Artist that everyone wants to work with looks like this:
✅ You communicate clearly.
✅ You’re polite, professional, reliable.
✅ You follow up with consideration for the 3089 emails that the House Booker waded through that week.
✅ You negotiate fairly.
✅ You deliver what you promise.
Guess who they call first when they have a cancellation or a big night coming up?
You.
Because you’re safe. You’re reliable. You’re a partner in their business. You are a fellow creative business owner wanting to build better business in this market.
APRA AMCOS’ Industry Health Check 2023 highlights this exactly:
“Venue managers rate responsiveness and clarity in communication as critical selection factors in a crowded post-pandemic market.”
(APRA AMCOS / Creative Australia, 2023)
Your Pitch opens the door. Your show keeps it open. Your communication keeps that door from closing. Treat your emails, calls, and conversations as part of your performance. Because they are.
This industry is built on relationships. Build yours deliberately. Professionally. And watch the show offers multiply….
SOURCES CITED
Written by Nichola Burton. I work in partnership with Agents, Artist Managers and Event Producers, who juggle a diverse range of relationships in the Musoverse, to curate, manage and measure data in systems, experience, creative and content to support the entire Musoverse operation in my enterprise A Little Pitchy Copyright 2025
