Coaching
In today's dynamic and competitive music landscape, talent alone is not always enough to open the doors of the professional live music scene. It’s vital to understand the “business” side of show business.
INSIDE THE INDUSTRY
Many musicians reach out to Rockwood Booking to be added to the roster as a touring act; however, a certain level of development and growth is necessary before a full-time booking agent makes sense for both the artist and the agent.
Our Music Business Coaching program breaks down strategies for sustainable success and guides you through a workflow of brand refinement and gig readiness. Post-coaching, you’ll be better positioned to navigate the industry in pursuit of your musical goals—whether that is acquiring a full-time booking agent, booking tours and festivals, or simply playing more shows in your local area.
The Workflow
Most booking agencies are looking for artists who have established both a good brand and a loyal following in a few local and regional markets. It’s not uncommon for agencies to expect that an artist is able to sell 200-400 tickets for their headlining shows in multiple markets to be considered for a full-time booking agent. While this can initially seem daunting, it is possible to accomplish if you have the right foundation.
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Talent buyers and festival directors have limited time to get a true picture of who you are.
Showcase your musical abilities under a brand that fans and promoters can recognize and get behind
Gain the attention of venues with a strong pitch that converts to live performances
Learn and practice effective communication skills to conduct yourself with confidence in any musical setting
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A well-crafted online presence is essential to being seen and heard in today’s digital age.
Match the energy of your stage presence with a solid digital presence
Understand the elements and assets that are crucial to developing and maintaining a professional website
Ensure your content and imagery are up-to-date and reflective of your musical persona
Set up a merch store to provide tangible fan engagement and passive income
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Leverage digital and traditional promotional techniques to increase visibility within the industry.
Create a smart and feasible social media strategy
Build goodwill and cultivate positive relationships with industry peers and promoters
Promote your shows to drive traffic and credibility
Pursue PR opportunities across radio, digital, and print
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Know how to navigate the various levels of promoters and hosts. For FAI, IBMA, and other industry conferences, this is a must!
Create strong submissions
Attendance etiquette, strategy, and networking goals
Post-conference follow-ups to maximize your conference outcomes
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Be intentional in your approach to gigs to unlock more bookings and better experiences.
Find the right venues
Secure better paying gigs
Create strong submission (“pitch”) emails
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Understand the “lingo” that venues use to book shows to better navigate the industry and negotiations
Learn how calendar holds and ticket splits work
‘Challenge’ a date with confidence
Understand the difference between terms like GBOR and NBOR
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Make the most of every show to build goodwill, good fans, and a good reputation.
Learn best practices of gig etiquette to follow at the venue for before, during, and after a show
Create a touring strategy that’s right for you and/or your band
Tips for staying healthy on the road
Run an effective merchandising operation at gigs
Respond to return invitations from the venue
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Building a community is a continuous effort required for success in the music industry.
Scale your audience from local to regional to national
Monitor and manage your growth with audience databases and distribution lists
Segment your audience to send targeted newsletters and communications
Provide opportunities for fan engagement and feedback
THE coaching journey
Our coaching journey will give you the tools and knowledge necessary to move your career in the music industry forward:
BOOK A Consult
- FREE -
In a free 10-minute call, we’ll get to know your goals and identify next steps for success through our Music Business Coaching program. Note: This call is not for the purpose of securing an agent. For representation, please inquire at our Contact page form.
ATTEND A WORKSHOP
- $150 -
The coaching journey begins with a group workshop facilitated by Zoom. The date of our next workshop has not yet been announced. Join the Waitlist to be informed when a workshop date is available.
SCHEDULE a 1:1
- $75/HR -
Continue your coaching journey with topic-specific one-on-one sessions with a Rockwood Coach. All first-time 1:1 Coaching clients are asked to attend a workshop first.
the Coaches
With more than 50 years of combined experience in the industry, Rockwood Booking agents Louise Baker and Brian Swenk offer a unique coaching service designed to empower your brand and equip you with the strategies to unlock growth and longevity within the live music landscape.
Louise Baker
Before coming over to Rockwood Booking, Louise managed and booked acoustic artists throughout the country under her company Baker Booking. Louise was also a Talent Buyer at Asheville's premier listening room, Isis Music Hall, for more than five years and produced the folk concert series—Mountain Spirit Acoustic Coffeehouse for ten years.
Louise has been a songwriting judge for Southeast Regional Folk Alliance, South Florida Folk Festival, Falcon Ridge FF, and The New Song Competition. She has served on panels at Northeast Regional Folk Alliance, Folk Alliance Region Midwest, and Southeast Regional Folk Alliance on how to prepare to book gigs and the best practices for house concerts and tour management. She also coaches new artists on best practices for growth and success in the touring music industry.
Brian Swenk
Brian Swenk is an accomplished professional in the music industry recognized for his multifaceted contributions as a musician, writer, and business owner. As a member of the band Big Daddy Love, Brian spent almost ten years touring professionally throughout the country, experience which now empowers him to guide touring bands as they grow their presence in venues and festivals across the U.S. He has honed his skills as an agent and promoter in his work with prominent entities such as Midwood Entertainment and FloydFest, and explored his passion for music through writing as a regular contributor to publications such as Bluegrass Today and The Mountain Times.
In 2018, Brian took a pivotal step by founding Rockwood Booking Agency, a venture aimed at connecting artists with opportunities and audiences. The Rockwood team of agents and roster has more than tripled in size since 2022.
