Randomly booking gigs isn't touring, it's just wandering. While some artists embrace this lifestyle, most eventually question its sustainability. Better to think strategically now than wash out later.

I’d argue that your primary goal isn't just to perform; it's to build momentum, expand your territory, and align performances with your broader career goals. Here are four high level booking strategies that work at different career stages:

1. The Hub-and-Spoke Method

This approach is perfect when you're building your initial audience and helps you to build a reliable local base while gradually expanding your territory. 

• Identify your "hub city" (usually your hometown)
• Book regular shows (monthly if possible) at 2-3 consistent venues
• Gradually expand to "spoke cities" within 2-3 hours' drive
• Return to spoke cities every 2-3 months to build regional presence
• Track attendance religiously to measure growth

2. Showcases & Industry Events

When you've built a solid local following but haven't reached the draw for extensive touring, strategic showcase performances become your career accelerator:

• Target industry-focused events like SXSW, Folk Alliance, A3C, and regional equivalents where gatekeepers gather
• Apply for official showcase slots at conferences where booking agents and venue owners scout talent
• Develop relationships with industry-adjacent organisations (music export offices, arts councils) that sponsor artist showcases
• Create specialised set formats (30-45 minutes of your absolute best material) designed specifically for industry attention
• Build a showcase-specific press kit highlighting your existing achievements and growth metrics

This phase requires quality over quantity. A single well-executed industry showcase can open more doors than dozens of regular gigs. Focus on creating memorable, professional performances that demonstrate your readiness for larger opportunities. Prioritise events with structured networking components, where formal and informal connections happen naturally.

3. The Support Slot Ladder

As your draw increases, leverage it to access larger audiences.

• Identify artists in your genre with 2-3x your audience size
• Offer to open for them in your strongest markets
• Trade opening slots in each other's home cities
• Use these relationships to access new venues and booking agents
• Document each connection in your Contacts database

The goal is to systematically "borrow" fans from compatible artists, creating win-win scenarios where you both expand your reach. When approaching potential partners, lead with value—what can you bring to their show beyond just your music?

4. The Strategic Festival Play

Festivals represent massive exposure opportunities, but require targeted approach:

• Create a dedicated Festivals table in your Touring component
• Research submission deadlines and requirements for each
• Prioritize festivals where similar artists have performed
• Develop specific press kits tailored to festival applications
• Track your application status and follow-up communications

Don't just apply randomly, research which stages or time slots would best suit your act, and customise your pitch accordingly. It is often the case that getting an Agent will increase your odds of landing festivals as they have the relationships to give you an in.