Treat Your Band as a Brand

Welcome to the DIY music world—equal parts thrilling, challenging, and incredibly rewarding!

Whether you’re playing your first shows or a few years into playing with your band, DIY doesn’t mean disorganized. Treating your band like a business from day one can save time, open doors, and build long-term sustainability. Here’s a 10-step guide to get you gig-ready, financially savvy, and built to last.

1.     Your Band is a Business

Success in the music industry is part art, part business admin. Discuss and define internal roles:

·       Who handles booking?

·       Who runs the social media?

·       Who tracks money and merch?

Family and friends, in addition to band members, can help create a powerful team. Check in regularly as a band—not just about music, but goals, burnout, and logistics. Bands that communicate well tend to last longer. Passion fuels the dream, but structure keeps the wheels turning.

2.     Build a Venue/Promoter Spreadsheet

A booking spreadsheet is your DIY command center. Keep track of potential, past, and future contacts and give all band members ‘read’ access while keeping ‘write’ access limited to whomever is in charge of booking. Use columns like:

• Venue/Promoter Name

• City & State

• Contact Person & Email

• Genre Fit

• Capacity

• Last Contacted Date

• Response

• Notes

Sort it by region when planning tours and keep track of who’s worth following up with (as well as who burned you!). Networking is a long game. Some “no”s may turn into “yes”s next year, but you need to stay organized.

3.     Create a Booking-Friendly EPK (Electronic Press Kit)

Your EPK is your first impression. A good one makes it easy for venues and promoters to say yes. Remember to keep it updated and mobile-friendly. Include:

·       A concise, engaging bio (think one paragraph).

·       High-resolution press photos (band logo, individual member photos, full band live performance photos).

·       Streaming links (Spotify, Bandcamp, etc.).

·       Social media handles.

·       A list of past gigs or notable support slots.

Pro tip: Use a single link (like a Google Drive folder, website page, or EPK platform) to deliver everything in one click. Keep it updated and mobile-friendly.

4.     Understand How to Pitch Your Band

It’s important to know how to sell your band in one sentence. A great formula for this is as follows:

We’re a [#]-piece [genre] band from [geographic location] that [what you sound like OR what you bring to the stage/audience].

Example: We’re a 4-piece rock rock band from Chicago that delivers raw, high-energy sets inspired by ‘90s punk and early emo.

When reaching out to venues/promoters, make sure your pitch email is:

• Personalized (use the promoter’s name and mention the venue or past shows).

• Clear and short (3–4 sentences max).

• Focused on the fit (why you for this gig).

• Linked to your EPK.

• Topped off with available dates.

Example:

“Hey Jamie, we’re an indie rock trio from Philly touring through Atlanta in early July. We think we’d be a solid fit for The Echo Room’s Friday nights—attached is our EPK. We’re available July 5–7 and would love to be considered. Thanks!”

Don’t forget: follow-ups are part of the game. A polite check-in after a week or two is not annoying—it’s persistent.

5.     Understand the Basics of Show Agreements (Even Informal Ones)

Even DIY shows need some clarity. Whether you’re playing a club, house show, or DIY space, know the terms:

• Are you getting paid a flat rate, a door split, or a guarantee?

• What’s your set time?

• When’s load-in and soundcheck?

• Will backline (amps, drums) be provided?

Put it in writing. A simple confirmation email like, “Just to confirm, we’re playing at 9 PM for a $100 guarantee with a 6 PM load-in,” can prevent awkwardness later.

Additionally, make sure to have a stage plot and band rider available should you be asked to supply them.

Pro Tip: Develop a Production Rider that includes your stage plot, input list, and preferred backline and a separate Hospitality Rider that describes your band’s non-production needs.

6.     Know Your Revenue Streams

Relying on gig pay alone can leave you disheartened. That’s why diversifying is key:

• Merch sales (T-shirts, tapes, posters).

• Bandcamp digital and physical sales.

• Patreon subscriptions.

• Streaming royalties (not much, but every little bit counts).

• Tips (Venmo/CashApp QR codes work great at the merch table).

• Sync licensing (if you can place your songs in film/TV, the payouts can be real).

Even small amounts add up. Track everything (foreshadowing) to understand what’s working and don’t give up.

7.     Track Your Band Finances (Separately!!!)

Band money should live in its own ecosystem. Consider:

• A shared bank account or payment platform (Venmo Business, PayPal).

• Free tools like Wave or spreadsheets for tracking income and expenses.

• Logging merch inventory and costs (e.g., how much you paid per shirt and how many you’ve sold).

This helps with taxes, tour planning, and avoiding that “wait, who paid for gas?” argument.

8.     Learn the Basics of Music Business

You don’t need a degree in entertainment law, but you do need to understand copyrights, splits, royalties, and how music distribution works. Learn the basics about publishing and register your music properly. If you write original music, you’re owed royalties every time it’s played live or broadcasted, even in bars. Sign up with a PRO like:

• ASCAP

• BMI

• SESAC (invite-only, but worth exploring)

Once registered, you can submit your setlists and collect live performance royalties. It’s free or low-cost and often overlooked by newer artists.

Protect your work - you’re not just an artist, you’re an asset.

Pro Tip: Look into trademarking your band name. Consider protecting your band’s branding through the USPTO (United States). Search the online database for free and when you’re ready, we recommend hiring a trademark attorney to help (a moderate expense, but can prove worth-while in the end).

9.     Don’t Underestimate Your Merch Strategy

Merch is often your biggest income driver at shows. Be sure to include:

• One or two well-designed shirt options.

• Stickers, buttons, or patches if you’re on a budget.

• Physical albums if you have them.

• Square or other card readers (many people don’t carry cash).

• Eye-catching sign with QR code (link to your website or social media).

Test pricing, see what sells, and always restock before tours. Your merch table is also a fan connection point - be approachable and say thanks.

Continue your merch strategy online through your website, Shopify, Bandcamp, etc.

10.  Prepare for the Long Game

Building a band takes time. Most “overnight success” stories were still years in the making. Be patient with yourself and your bandmates, learn from every show, and celebrate small wins. As FairVU continues to interview musicians about their journey, one common theme is very apparent...you need to love playing music to be successful.

Final Thoughts

Being a DIY band means wearing a dozen hats: artist, manager, marketer, accountant, and roadie. But it also means full creative freedom and direct connection with your fans. Stay adaptable, but don’t lose your vision. With some structure, professionalism, and smart strategy, you can book better gigs, earn more money, and build a band that doesn’t just play shows, but thrives in the long run.

Keep grinding, keep learning, and most of all—keep making noise.