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So you’re in a really good band but don’t want to spend a lot of money to promote it. Here are some ideas for those on a budget.
 To promote a band, especially in the digital age, the common approach is to have two basic materials: a demo CD and a promotional kit that includes the CD, a picture, a band bio, newspaper clippings, partial song list, and contact information.
But those things cost money. You don’t have to spend a lot; the promotional kit can be done on a home computer and the demo can be recorded in a home studio. But beware: Don’t cut corners when it comes to recording a quality demo.
That said, I’m going to give you two lists of ideas: one if you don’t have a demo and kit, the other if you do. You should read the first list in either case. And you should read the “final note” at the end of this article.
If you don’t have a demo and promotional kit
- Play whenever possible, even if it’s for free. Book a regular local gig if you can. Create a demand for the band. If you’re good, the audience will return.
- If gigs are difficult to obtain, play a night or two for free. Club owners will often book off-nights to an unknown band for the return they get on food and beverage. Send a press release to every entertainment editor and producer in your area: newspapers, TV and radio stations, monthly publications, etc. Hype the band and invite all to come to your show. Also invite your friends and tell them to invite theirs. The more crowded, the better.
- Make sure you’re ready! If you’re not, the show will be counterproductive.
- There is no better free promotion than a newspaper article, TV segment or radio blurb. If the entertainment people don’t make your show, try to arrange meetings with them.
- If you start locally and build an audience, the money will be there to begin promoting yourself regionally and nationally.
If you do have a demo and promotional kit
- There are many websites where you can post your demo and band info for free. One of the most popular is Myspace. The only problem with this approach is that there are about a gazillion other bands doing the same thing, including successful national acts. It’s important to have a fan base who will visit the site, listen to your music, and tell their friends. That’s why I emphasize the importance of starting locally.
- If you can afford it, create your own band website.
- Send your demo and kit to club owners, booking agents, and the media.
- You can also send your demo and kit to record companies and publishing companies. If possible, set up face-to-face meetings. I suggest, however, that you hone your act and gain some experience before you take this step.
A final note
I started a band years ago that became quite popular and over time was signed to a couple of record deals. Before we knew it, the band was selling out every time it played. When we started, we didn’t pay a penny to promote ourselves; we didn’t even know what a promotional kit was. We simply started playing at parties and obtained a regular gig at a small club.
This was before the age of the Internet but I think that this fact hasn’t changed: If a band is good enough, the rest will fall into place naturally. You don’t need money; your talent is your most valuable means of promotion.
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