The past few years have seen the music industry focus on platforms like TikTok and Instagram, as well as social media in general. It started to feel like social media following and an artist’s branding was everything. Post the right TikTok, go viral, and suddenly you’re the next big thing!
However, more and more artists are realizing that social media does not always translate into dedicated superfans. An age-old strategy is having a serious comeback as music lovers look for an opportunity to put their phones down; that strategy is live shows.
Real people. Real energy. Real connections.
While playlisting and streaming are still key parts of a modern release strategy, live performance is where true long-term fans are made. It’s one thing to get 10,000 streams on a track, it’s another to have 20 people come up to you after a performance saying, “That song hit me.”
The impact of live music isn’t just about performance, it’s about presence and connection. When someone sees you on stage, hears your stories between songs, and feels your music in a room full of people, that memory sticks. It’s sticky in a way a scrollable feed just… isn’t.
But here’s the hard part: how do you actually get those shows?
The reality is, booking live gigs is still one of the most confusing parts of being an independent artist. These days it requires a significant social buzz or prior tour history to get a booking agent to even glance in your direction. Agents want to see proof that you have potential to generate ticket sales so they can be confident taking a bet on signing you. The alternative is doing it yourself. Some artists rely on friends. Some cold-email venues. Some send 100 DMs and never hear back. It’s exhausting.
Unfortunately, most traditional resources out there, like Pollstar, forums, and booking databases, are outdated, generic, or just not built for emerging artists.
The truth? There’s no one-size-fits-all strategy. But there is a better approach.
Start with similar artists
One of the smartest ways to book shows right now is by reverse-engineering the touring path of artists who are one step ahead of you.
Think about it: if there’s an artist in your scene who has 2x your monthly listeners, makes similar music, and has played five shows in your region, chances are those venues could work for you too.
It’s not about copying, it’s about understanding the landscape. You’re not guessing where to play. You’re using data to make targeted and strategic moves.
Building your booking network
Once you’ve identified the right venues, it’s all about contact. Not just emailing “info@venue.com” and hoping for the best, but finding the actual talent buyer, promoter, or booker for that space.
Treat your booking outreach like you would with playlist curators: human, respectful, and specific. Mention why you’d be a great fit. Reference other acts they’ve booked. Keep it real.
Relationships matter in booking just as much as they do in streaming. Talent buyers are people, too. They want to know you’re professional, prepared, and bring something their audience will connect with.
Make your outreach count
Here’s a quick booking checklist:
- Don’t just mass-email. Curate your pitch based on the venue, city, and other acts they book.
- Include links to your best live footage, not just Spotify.
- Mention any local draws or previous shows in the area.
- Show that you’ve done your homework on the venue or promoter.
- Follow up (but don’t spam).
And remember: the goal isn’t just a gig, it’s the right gig. Playing the right room in front of 40 engaged people can do more than being ignored by 400.
Why live shows still matter
Because at the end of the day, live shows are where your superfans are born.
They’re where strangers become followers, followers become ticket buyers, and ticket buyers become street team-level advocates. They’ll stream everything, buy merchandise, and bring friends to the next show. And they’ll remember you.
You can’t fake that. You can’t automate it. You just have to show up.
One tool that helps
If you’re serious about playing more shows and want to make that “reverse-engineer other artists’ gigs” strategy work, there’s a tool we’ve been seeing a lot of indie artists use lately: Booking-Agent.io.
It’s basically a real-time search engine that helps you discover venues, talent buyers, and event promoters based on where similar-sounding artists have already played or by a specific city and genre. Not a directory, a dynamic, live tool that pulls up the data and contacts you actually need.
It shows venue info like capacity, promoter emails, and even has a map view to help route your tour.
It’s not going to do the work for you. But it will save you hours of digging and help you focus on gigs that make sense for your sound and level. The rest is on you.
If you’re ready to stop guessing and start building your live presence in a real way, it’s worth checking out.
Because no matter what happens with the algorithm this year… there’s still nothing more powerful than being in the room with your audience.
Your future fans are out there, waiting to hear you perform live.