Musicians & Venues: The Power of Partnership

Musicians and the venues that host them both benefit from strong promotion—of themselves and each other.

A successful live music experience isn’t just about booking a gig. It’s about branding, marketing, planning, and executing all of the above with professionalism. A gig is not a favor from a venue to a band, nor is it a favor for a band to play at a venue. It’s a business agreement—a partnership between two entities that need each other to thrive.

Both parties should uphold high standards to create the best possible experience for the audience. It’s not just about “getting people through the door.” It’s about keeping them coming back—because the experience you provide together is worth it.

A Symbiotic Relationship

Success isn’t just about what the band or the venue gets—it’s about what each brings to the table.

Musicians: Be the band every venue wants to book. Show up on time, be prepared, stay sober, respect the staff, and perform your heart out—every single time.

Venues: Make your stage a pleasure to perform on. Provide space, working electrical outlets, decent sound and lighting (if you want to be known as a live music venue), and treat musicians as the professionals they are. Pay them promptly—without making them ask. Offer food and drinks. And for the love of all things holy, turn off the TV volume and house music when they’re playing.

The Industry Needs a Mindset Shift

We’ve spent over 30 years in the music business—as musicians, business owners, and managers. We understand what it takes to run a business, the struggles of the industry, and the challenges that venues and musicians have faced, especially in recent years.

That said, there’s a one-sided attitude in some areas that needs to change.

Venues often expect bands to play four or five-hour sets and want to know, “How many people can you bring?” But when it comes to compensating musicians for their time and talent, suddenly, it's like asking them to cut off a toe. That mindset devalues artists and disrespects their work.

At the same time, musicians need to step up. Stop accepting lousy pay and stop delivering half-assed performances. If you’re getting so intoxicated by the second set that you can’t finish strong, you’re hurting yourself and making real professionals look bad. If you want to be a professional musician—then act like one.

Create a Win-Win for Everyone

Venues and musicians should be working together to create a profitable, exciting live music scene.

Venues: Work with new bands or those expanding into your area. Helping them grow their fanbase benefits you in the long run.

Musicians: Introduce your audience to new venues. Encourage your fans, friends, and family to check out a new space. If the experience is great, they’ll keep coming back—for you and for the venue.

And for the love of good marketing, promote each other.

Creating a last-minute, low-effort Facebook flyer the week before a show isn’t enough. If you’re booking musicians, promote the event like it matters. The band’s job is to perform—not to handle all the marketing. Yet, too often, the responsibility falls mostly on the artists, who throw together a quick social media post and hope for the best.

That’s not enough.

This is a partnership, and both sides need to put in the effort to market the experience. Hype each other up. Build relationships. Work together. Your audience—and your bottom line—will thank you.

Need Help Promoting Your Shows?

If you’re a musician, band, or venue owner, professional marketing materials can help you attract more people, build a loyal audience, and create an unforgettable live music experience.

Two Cats Creative Studio is a local, musician-owned creative agency that understands the industry and can help you get the attention you deserve. Let’s make live music bigger, better, and more profitable—together.