June 05, 2025

How To Land Your First (or Next) Gig in the Music Industry: The Ultimate Guide to Getting Hired

June 05, 2025/ Chris Goyzueta

By Chris Goyzueta | Making It Academy

Breaking into the music industry isn't about luck. It's about strategy, persistence, and showing up. In our latest AMA session, we went deep on one of the most common questions we get from students and aspiring professionals alike: How do I actually get hired in live music or touring?

The good news? There’s a roadmap. And it starts here with the most comprehensive resource list we’ve ever put together for finding work in live events, touring, venues, agencies, management, and beyond.

Below, I’ll give you a preview of what’s in that guide and how to start taking action today. Whether you’re aiming for your first gig, a freelance role on tour, or a pivot deeper into the business side of music, there’s a door in. Let’s find yours.

🚀 Step One: Show Up

Before we even get into the tools and job boards, understand this—half the game is showing up.

That means:

Attending local shows and networking
Introducing yourself to door staff, bar staff, sound engineers, merch sellers, and production crew
Following up with people you meet
Volunteering or working at any type of event (not just concerts—think festivals, 5Ks, wine tastings, etc.)

If you’re introverted (like me), it can be uncomfortable. But the magic happens when you put yourself in the room.

✍️ Step Two: Customize Your Resume

Don’t fire off the same resume to 10 different companies. Every job you apply to deserves its own tailored version. Why?

Because employers notice. When you speak their language and highlight relevant skills, you're no longer just "interested"—you’re qualified.

Look at job descriptions carefully and identify transferable skills. Worked at a restaurant or theme park? You’ve got customer service and high-pressure experience. Use that.

🎓 Step Three: Skill Up & Get Certified

Certifications are powerful—not just because they build your skill set, but because they unlock networks.

Some high-impact examples:

Spotify Certified Ads Manager
Meta/Facebook Blueprint Certifications
Google Ads Certifications
Coil Learning Center’s Stagehand Bootcamp (my course is dropping soon!)
Event Leadership Institute Courses
Event Safety Alliance Training

These not only beef up your resume but can get you tapped for beta programs, early access to new features, and even insider contacts.

🎤 Step Four: Attend Industry Conferences

If you're serious about networking, industry events are gold mines. Some key ones to target:

IEBA (Nashville) – October
NEVA Conference – June
Pollstar Live! – February
Event Marketing Conference (Atlanta) – June
South By Southwest – Bonus, but not the top priority

Student rates and volunteering options often make these accessible.

💼 Step Five: Apply Strategically

Don't overthink job titles. Apply to one role per company. You don’t want to come across as unsure of your goals.

And yes—you should apply even if you don’t meet every bullet point. Hiring managers write ideal “wish lists”—that doesn't mean they won’t consider someone who’s a few skills short but hungry and learning fast.

🧠 Step Six: Use This Resource List

Organizations/Training/Resources (more education):

Backline: https://backline.care/
Coil Learning Center: https://www.coillearningcenter.com/
Event Leadership Institute: https://eventleadershipinstitute.com/
Event Safety Alliance: https://www.eventsafetyalliance.org/
The Clinic: https://theroadieclinic.com/
Tour Management 101: https://tourmgmt.org/

Jobs Lists/Sites:

BobNet: https://www.bobnet.rocks/
Giggs: https://www.giggs.live/
NIVA: https://jobs.nivf.org/
Rostr: https://jobs.rostr.cc/
Pollstar: https://store.pollstar.com/jobs/
Production Hub: https://www.productionhub.com/jobs

Groups
Event Festival/Work Opportunity: https://www.facebook.com/groups/411086559351477/
Foot in the Door: https://www.facebook.com/groups/2273671966210532
Merchandise Tour Crew: https://www.facebook.com/groups/836550413062494/
Stagehand Opportunities: https://www.facebook.com/groups/386232523097219/
Stagehand Work: https://www.facebook.com/groups/197601953736067/
Women in Music: https://www.facebook.com/groups/2492683634289637
https://www.facebook.com/groups/371112508382140/
https://www.facebook.com/groups/howtobeastagehand/
https://www.facebook.com/groups/488061808050201/

Production Companies / Stagehand & Crew Companies

4Wall Entertainment: https://www.4wall.com/
Atomic Design: https://www.atomicdesign.tv/
Brown Note: https://brownnote.com/
Crew One: https://www.crew1.com/
Encore: https://www.encoreglobal.com/
James Thomas Productions: https://www.jamesthomasproductions.com/
LMG: https://lmg.net/
Mountain: https://www.mountainproductions.com/
Rhino: https://www.rhinostaging.com/
Soho Experience: https://www.sohoexp.com/
StageWise: https://www.stagewiseproductions.com/

MORE Production / Touring / Music Festivals
All Access Staging & Productions (Nationwide) - https://allaccessinc.com/
AVL Productions (Jacksonville, FL/North Florida) - https://www.avlproductions.com/
Clearwing Productions (Nationwide) - https://www.clearwing.com/
Clair Global (Nationwide) - https://clairglobal.com/
Crew One Productions (Nationwide) - https://www.crew1.com/
Eight Day Sound (Nationwide) - http://www.8thdaysound.com/
G2 Structures (Nationwide) - http://g2structures.com
Gallagher Staging (Nationwide) - https://www.gallagherstaging.com/
Mountain Productions (Nationwide) - https://www.mountainproductions.com/
Premier Global Production (Nashville, TN, Nationwide) https://www.premierglobalproduction.com/
PRG (Nationwide) - https://www.prg.com/
Rat Sound Systems (Nationwide) - https://www.ratsound.com/
Rebekkah’s Dreams Crew Services (South Florida)

Sixth Man Productions (Nationwide) - https://www.sixthman.net/
Solo Tech (Nationwide) - https://solotech.com/en/
Sound Image Productions (Nationwide) - https://www.sound-imageproductions.com/
Stageco Productions (Nationwide) - http://www.stageco.com/
Tait Productions (Nationwide) - http://www.taittowers.com/
Triton Productions (Nationwide) - https://tritonproductions.com/
Upstaging, Inc. (Nationwide) - http://www.upstaging.com/
VER Productions (Nationwide) - https://www.ver.com/

Live Events / Staffing / VIP Ticketing
237 Global - https://237global.com/
Andy Frain Services - http://www.andyfrain.com/
ASM Global: https://www.asmglobal.com/p/our-story/careers
Contemporary Services Corporation - https://csc-usa.com/
OMG VIP - https://www.omgvip.com/
On Location: https://onlocationexp.com/ambassadors
Sound Rink: https://www.soundrink.com/
Songkick - https://www.songkick.com/
Teamwork Online - http://www.teamworkonline.com/
Tickets Today - http://www.ticketstoday.com/

Cruises:

SixthMan Cruises: https://www.sixthman.net/

Major Record Labels:
Sony Music: https://www.sonymusic.com/careers/
Universal Music Group: https://www.universalmusic.com/careers/
Warner Music: https://www.wmg.com/careers

Indie Record Labels:
Coming.

Artist Management Companies:
Friends at Work | https://friendsatwork.com/
Maverick Management | https://www.linkedin.com/company/maverick-management/
Red Light Management | https://www.redlightmanagement.com/jobs-internships/
Roc Nation | https://livenation.wd1.myworkdayjobs.com/RNExternalSite
SB Projects | https://www.linkedin.com/company/sb-projects-aka-scooter-braun-projects/
Shelter Music Group | https://www.linkedin.com/company/shelter-music-group/jobs/

Agencies:
CAA | https://www.caa.com/careers
UTA | https://www.unitedtalent.com/careers
Wasserman | https://teamwass.wd5.myworkdayjobs.com/WassermanCareers
WME | https://wmeimg.wd1.myworkdayjobs.com/WME

June 04, 2025

The Brolletts: Branding Loud, Showing Up Proud, and Content Marketing (THE PODCAST IS BACK!!)

June 04, 2025/ Chris Goyzueta

Greg Rollett is a marketing powerhouse, content creator, and entrepreneur who’s been blending entertainment and business for over two decades. As a former touring musician turned digital marketing expert, Greg now co-hosts The Brollett Podcast with his son Colt, runs a youth-focused sunglass brand, and helps creators build brands that actually connect. He’s been a mentor to countless creators and business owners—Chris included—and continues to innovate in the content and fan engagement space.

🎙️ Episode Overview:

In this episode, Chris reconnects with longtime friend and marketing mentor Greg Rollett to unpack what it takes to turn casual fans into loyal communities—whether you're an artist, venue, or content creator. From the importance of collecting emails (yes, even in 2025) to why venues must create experiences that fans want to return to, Greg breaks down how content, consistency, and creativity are reshaping the live music landscape.

We also dive deep into Greg and Colt’s journey of launching a podcast and a sunglass brand together, how they hit 100K+ views with iPhone-only content, and why formats and consistency are the secret weapons for creators today. Whether you're managing a venue, growing a fanbase, or building a brand from scratch—this one is packed with tactical gold.

🕒 Timestamps + Topics:

0:00 – Intro: Relaunching the podcast + Greg’s role in Chris’s digital marketing journey
2:00 – Early email list hustle + lessons from pre-social media marketing
5:00 – Launching a family-run sunglass brand + using it to teach real skills
7:00 – Creating viral video content as a 12-year-old with a podcast
10:00 – Baseball meets content creation: Timing + taking advantage of events
13:00 – The “baseball” approach to content: More at-bats = more wins
16:00 – Finding repeatable formats like “5 Questions” for short-form content
20:00 – Cold DMs, video outreach, and building a dream guest list
26:00 – Using AI for research, clip creation, podcast prep + blog repurposing
30:00 – Selling sunglasses like we used to sling CDs: Old-school hustle returns
34:00 – Lessons from Mayday Parade + IRL fan engagement
36:00 – Consistency, momentum, and why most creators just need to START
39:00 – How podcasting builds your network (and your future)

💡 Key Takeaways:

Venues need to think like brands — Fans should leave loving the venue as much as the artist.
Email > Follows — You can’t market to fans you don’t own. Build that list!
Use events as content opportunities — Even fan-side, you can grab interviews and create value.
Content is about at-bats — Not every video will be a home run. Just keep swinging.
Formats create freedom — Repeating proven structures like “5 Questions” builds consistency.
AI is your best content assistant — From guest research to blog posts and clip generation.
Relationships > Reach — Cold DMs and thoughtful outreach open doors you never imagined.
“Just Start” > “Just Perfect” — Most creators never make it because they never begin.

🔗 Connect with Greg Rollett:

Instagram: @gregrollett
The Brollett Podcast on YouTube: Watch Here
Website: gregrollett.com
Sunglasses Brand: Rollett Shades (Check out their youth-driven brand in action!)

🔗 Connect with the Making It Academy Network
🎓 Website + Courses: makingitwithchrisg.com
📺 YouTube: @chrisgoyzueta
💼 LinkedIn: Making It Academy
💥 Patreon (Bonus Content + Live Workshops): patreon.com/makingitacademy

June 04, 2025

Building a Music Career That Actually Fits Your Life – AMA with Bree Noble

June 04, 2025/ Chris Goyzueta

In this special AMA episode, Chris Goyzueta welcomes Bree Noble for a powerful and honest conversation about what it truly takes to build a sustainable, fulfilling music career as a woman — from college to touring to mentorship. Bree shares her personal story of leaving a corporate finance job to pursue music full-time, navigating motherhood and the road, and ultimately launching platforms that empower other women to succeed in the music industry.

Whether you’re an aspiring artist, creative entrepreneur, or live music pro, you’ll walk away with actionable insights on branding, fanbuilding, social media, email marketing, and building a business that fits your life — not the other way around.

🕒 Timestamps + Topics:

[0:00] – Introduction and Bree’s quick career summary
[3:29] – How Bree has seen the industry shift for women
[8:00] – The power of representation and why Bree started Women of Substance
[10:00] – Bree’s turning point: from insecure bandmate to confident solo artist
[13:00] – Why thinking like a local business changed her music career
[19:48] – What real allyship looks like from men in the industry
[25:26] – Handling unexpected live performance challenges with grace
[30:31] – Bree’s take on social media strategies for artists
[39:00] – How Bree uses newsletters and storytelling to deepen fan relationships
[42:52] – The three questions Bree would ask a young woman starting her career
[47:10] – Bree’s closing advice: why community is everything

💡 Key Takeaways:

You are enough. Artists often wait for permission or validation to go solo — Bree’s turning point came when she stopped trying to fit into other people’s projects.
Build a business like a business. Treat your music career like you’re launching a coffee shop — think about your audience, value, and marketing like a real-world company.
Don’t go all-in too early. Having a financial cushion or part-time job reduces desperation and actually makes you more desirable in the industry.
Real allyship from men means creating safe, inclusive spaces and recognizing (and undoing) unconscious bias.
Live shows are about human connection. Mistakes happen — fans remember how you handle them more than the slip itself.
Start with one story. Bree repurposes her podcast or newsletter into social content — focus on one idea per week to stay consistent without burning out.
Welcome emails matter. The most opened email you'll ever send is the first one — use it to connect, share your story, and show value beyond the “buy” button.
Your childhood passions often hold the key. Bree turned her love of mixtapes into a platform for women in music.
Find your people. A supportive community accelerates growth, reduces burnout, and keeps you going through the tough moments.

🔗 Connect with Bree Noble:

Instagram: @profitablemusicianllc
Podcast: The Profitable Musician Podcast
Website: https://www.profitablemusician.com

May 24, 2025

7 Ways to Break Into the Music Industry While Still in College

May 24, 2025/ Chris Goyzueta

Breaking into the music industry can feel overwhelming, especially when you’re still in college and balancing classes, jobs, and student life. But here's the truth: college is actually one of the best times to start building your career in music. Why? Because you have a powerful excuse to reach out to professionals, access to peers and resources, and the flexibility to experiment. In this article, I’ll walk you through seven actionable steps you can take right now, yes, while you’re still in school, to launch your journey into the music industry.

1. Intern Every Semester

I can’t stress this enough, intern as early and as often as you can. Don’t wait until junior or senior year. I’ve seen students start interning as sophomores and graduate with five internships under their belt, and often they’re already working full-time in the industry by senior year. Paid internships are becoming more common, but if you can manage it, take the experience even if it’s unpaid. Internships are your foot in the door.

2. Work Live Events (Any Events!)

Most students want to work in touring, artist management, or venues, so what better way to start than by working live events? These don’t have to be concerts right away. Work local 5Ks, food festivals, charity events, anything. Experience is experience. Once you’re working, network. Say hello to the venue reps. Ask bands if they need help selling merch or loading in gear. Get known as the person who shows up and adds value.

3. Learn Marketing, Finance, or Content Creation

The majority of entry-level music jobs today are in one of three areas: marketing, finance, or content. Are you passionate about storytelling and creativity? Dive into digital marketing, learn Meta Ads, Google Ads, TikTok strategy. More analytical? Learn spreadsheets, budgeting, and forecasting. Love visual media? Learn how to film and edit videos with just your phone. These are all highly valuable skills that can set you apart.

4. Start a Podcast

Starting a podcast while in college is a networking cheat code. Reach out to professionals and say, "I'm a student doing a podcast for a class project, and I’d love to interview you." Most people will say yes. Focus on a specific topic per semester, touring, artist management, A&R, etc. and learn directly from the pros. You’ll build knowledge and your network at the same time.

5. Create Your Own Opportunities

I got started by creating my own show, literally. My first production was a local festival called Rock for Hunger, booked with local bands I had met by attending shows. We raised money for charity and filled the student union ballroom. From there, I kept producing more shows and eventually landed my first job as a talent buyer. Don’t wait for someone to give you a chance, make your own.

6. Help Local Artists

You’d be surprised how many local bands need help. Offer to manage their merch table, take photos at their show, or help with social media. As you get to know their needs, you might naturally evolve into a manager or promoter. This is how many great careers begin, by being of service first. And remember, helping artists builds relationships with venues, too.

7. Go to Shows (and Track Your Activity)

This might sound too simple, but just go to as many shows as you can. When I was in college, I went to 26 shows in one month (averaged 10-15 shows per month). Many were free or under $10. At those shows, I met bands, venue staff, and promoters. Keep a spreadsheet of shows you attend, people you meet, and notes about the scene. You’re not just going to shows—you’re studying your future workplace.

Final Thoughts

You don’t need to have it all figured out. You just need to start. Use your time in college to test different roles, meet people, and build real-world experience. If you do, by the time you graduate, you’ll already be working in the music industry—or at least well on your way.

If you’re interested in more practical guidance, I host weekly Office Hours on YouTube Live and run workshops through the Making It Academy. Come say hi—we’d love to support your journey.

Written by Chris Goyzueta, artist manager, educator, and founder of Making It Academy. This article is based on insights shared during the first episode of Office Hours with Chris G, a weekly YouTube Live series.

April 22, 2025

How 3 Indie Artists Grew Their Spotify Listeners by Posting Daily — And How You Can Too (Plus Bonus Case Studies)

April 22, 2025/ Chris Goyzueta

How 3 Indie Artists Grew Their Spotify Listeners by Posting Daily — And How You Can Too

There’s a reason people say “Consistency is key.”
But in today’s music industry?
Consistency is currency.

For independent artists, social platforms like Instagram and TikTok aren’t just about going viral, they’re about building real momentum.

Let’s look at three independent artists who leaned into showing up daily, and the results speak for themselves.

🎤 Case Study #1: Transviolet

Transviolet didn’t rely on luck or playlists to drive their latest release. Instead, they showed up every single day on Instagram Reels and TikTok, sharing a mix of behind-the-scenes content, raw thoughts, and real-time updates with their fans.

The results?

20% increase in monthly streams within two months leading up to their single drop.
That single release pushed them from 240k to 300k monthly listeners on Spotify.

No paid campaigns. No smoke and mirrors. Just consistent, honest content.

🎤 Case Study #2: Lowen

Lowen started with around 20k monthly Spotify listeners.
She committed to posting daily — not just promotional content, but honest, slice-of-life posts and videos on her Instagram and TikTok that showcased her journey.

In just two months, her monthly listeners more than doubled to 48k. That’s a 110% increase, fueled by organic content and connection.

No viral hack. No label budget.
Just daily storytelling with heart.

🎤 Case Study #3: Julia Wolf

Julia Wolf took content consistency to another level.

She posted daily on TikTok, sometimes multiple times a day, and backed it up with strong content on Instagram, including reels, photo carousels, and repurposed TikTok highlights.

Her results?

From 228k to 1.19 million monthly Spotify listeners. A 424% increase in just three months.

Her content didn’t scream “promo.” It told a story, created a vibe, and welcomed fans into her world.

💡 What Can Artists Post? (Without Overthinking It)

Not sure where to start? Here’s what’s actually working right now for indie artists:

🎶 Acoustic or stripped-down versions of your songs
📹 B-roll or daily life footage with your original song playing and authentic captions
💬 Raw thoughts or stories behind your songs
📸 Photo carousels from your camera roll, live shows, or everyday moments — with your music layered on top
🎤 Reactions to fan comments or duets
📅 Behind-the-scenes from rehearsals, sessions, or show prep
👀 Unfiltered thoughts — your hot takes, your “why,” your message
😅 Real-life wins and fails — vulnerability connects

You don’t need high-end gear or a perfect aesthetic. You just need to show up and be real.

🚀 The Bigger Picture: Consistency Beats Virality

This isn’t just about short-term metrics.

Artists like Doechii, Chappell Roan, and Jelly Roll spent years being raw, real, and consistent on social media before becoming what looked like “overnight successes.”

The truth? They were laying the foundation through relentless, authentic posting — and now they’re reaping the rewards.

🎯 Final Mic Drop

If you’re an artist reading this, here’s your sign:

Stop waiting for perfect. Start showing up consistently.

✨ Post daily, even if it’s simple.
✨ Share your voice, not just your product.
✨ Use social media as a journal, not a commercial.

Your future fans aren’t looking for the most polished — they’re looking for the most real.

So hit record. Write the caption. Upload the clip.
You never know which moment might be the one that connects.

🎤 Let’s build.

BONUS CASE STUDIES FOR BLOG VISITORS ONLY:

🎤 Case Study #4: Sombr

Sombr’s rise in the music industry is a textbook example of consistency turning into momentum. He didn’t blow up from a single viral hit, he posted every day. Starting on TikTok with low-key heartbreak songs and intimate, bedroom-style production, he gradually built a fanbase that resonated with his vulnerability and sound. When his track “Caroline” caught fire, labels started calling, and the audience he’d been nurturing finally exploded.

But the real story isn’t just the breakout, it’s what came after. In July 2024, Sombr had 1.2 million monthly listeners on Spotify. Today, he’s sitting at over 18 million. And he’s still showing up daily, with new songs, covers, and freestyles. No gimmicks, just raw emotion and consistent connection with his fans. For independent artists, his journey is proof that the algorithm favors commitment, and that building something real always takes time.

🎤 Case Study #5: Kee Nola

Kee Nola is the latest artist proving that going viral isn’t just luck, it’s the result of consistent strategy and relentless output. In just three months, his Spotify Monthly Listeners skyrocketed from 35,000 to over 848,000, an 815% increase that didn’t come from one lucky break. His track “Party Girl” recently exploded on TikTok, but the foundation was already there: daily TikTok content, over 100 tracks released independently on Spotify, and a sound that resonates deeply with fans of melodic, emotional hip-hop.

What sets Kee Nola apart isn’t just his consistency, it’s how he’s using marketing tools to amplify that momentum. He’s investing in targeted Instagram ad campaigns to make sure the right audience is hearing his music, not just hoping for the algorithm to bless him. Below, you’ll find a screenshot of one of his current ad campaigns, showing how he’s pairing organic content with paid strategy. Kee Nola’s rise is a clear blueprint for independent artists: post with intention, build your catalog, and don’t sleep on marketing your music like it matters, because it does.

April 06, 2025

Why Your Story Is Your Strategy: How to Build an Authentic Music Brand Like Jelly Roll & Noah Kahan

April 06, 2025/ Chris Goyzueta

n today’s music industry, your brand isn’t about flashy logos, fancy visuals, or hopping on the latest TikTok trend. It’s about one thing:

Your story. Your lived experience. Your values. Your voice.

In a world drowning in content but starving for connection, authenticity is the superpower that sets artists apart. Think about the musicians dominating the charts—and hearts—right now:

Noah Kahan transforms mental health struggles and small-town nostalgia into arena singalongs.
Jelly Roll proves that grit, redemption, and southern soul can sell out tours and top charts.
Russ built a DIY empire by showing up, staying consistent, and owning his message.
Teddy Swims went viral by letting vulnerability and raw talent speak louder than any gimmick.

None of them started with a “perfect” brand. They just started showing up—consistently and authentically.

What Does Authentic Branding Actually Mean?

It means being intentional about what you share and how you show up, both online and offline.

Let me give you an example.

I’m not someone chasing influencer status. But when I do post, I stay rooted in the core themes of my life:
Teaching
Live events
Family
Martial arts (Jiu Jitsu and Judo)

These aren’t random topics. They reflect what I live and breathe every week. And when you build your brand around your real life, authenticity becomes effortless.

Step 1: Define Your Brand Pillars

Your brand pillars are the consistent themes that reflect your identity as an artist or music professional. These are the topics you can talk about forever because they’re baked into who you are.

Ask yourself:

✅ What do I naturally do every week—on or off tour?
✅ What do I care about outside the studio or stage?
✅ What values guide my career and relationships?
✅ What conversations light me up with fans or my team?
✅ What impact do I want my music or business to have?

Write down 3–5 recurring themes. Boom—those are your brand pillars.

Step 2: Show Up Where It Matters

Once you’ve got your pillars, build your content strategy around them. You don’t need a production team. You just need intention.

Here are some ideas:

🎥 Behind-the-scenes tour prep
🎶 Studio clips and voice memos from writing sessions
🧠 Thoughts on sobriety, therapy, burnout, or balance
💬 Answering a fan's DM about how your lyrics helped them
🛠️ Tips on how you book shows, run ads, or stay independent

This is the kind of content that builds trust, not just traction.

You Don’t Need to Post Every Day

Let’s be real: nobody has time to go viral daily.

But you can commit to 25 meaningful posts over the next few weeks that reflect who you are and what you stand for. Focus on depth over volume, and you’ll see your brand resonate on a deeper level—with fans, with your team, and with the industry.

Remember:

🎯 Authenticity > Aesthetics
🎯 Vulnerability builds trust
🎯 Consistency beats perfection

Your story is your strategy. And nobody else can tell it quite like you.

Let’s Stop Chasing Trends and Start Building Legacy

Whether you’re an artist, manager, or music entrepreneur, the long game is about connection, not clout. You don’t need to be famous to be unforgettable—you just need to be real.

🎤 So here’s your challenge:
Define your brand pillars and create 25 posts that reflect your truth.

You already have everything you need to build a magnetic, meaningful brand.
The only thing missing is your decision to start.

🔁 YOUR TURN

What are your brand pillars?
What’s holding you back from showing up consistently?

Drop one in the comments or tag someone who’s building an authentic brand right now.

SEO Title:

How to Build an Authentic Music Brand Like Jelly Roll or Noah Kahan

Meta Description:

Learn how music artists like Jelly Roll and Noah Kahan built powerful brands through authenticity, storytelling, and consistency. Here’s how to define your brand pillars and start showing up intentionally in 2025.

March 26, 2025

How to Plan Your First Tour the Smart Way: A Guide for Emerging Artists

March 26, 2025/ Chris Goyzueta

Whether you're a college student studying music and entertainment or an independent artist dreaming of life on the road, planning your first tour is one of the most exciting, and riskiest steps in your career. Done right, it can open doors. Done wrong, and it can cost you valuable time, money, and momentum.

If you’re asking yourself whether you should even be touring yet, you’re already ahead of the game. Let’s break down how to tour smart, so you grow your fanbase and career instead of draining your energy and bank account.

🎤 Step 1: Should You Even Be Touring Yet?

Before you even think about booking shows, ask yourself one key question:

Can I draw at least 100–150 people in my hometown right now?

If not, touring is premature. Your local scene is your test market. If you can’t build demand there, it’s a sign that your songs, show, or brand needs more development. Focus on:

Writing better music
Sharpening your live performance
Building local buzz
Creating engaging online content

Focus on building a community first before jumping into national touring.

🌆 Step 2: Build 5–10 Markets — Not 50

The old-school grind of touring coast to coast no longer makes sense unless you're backed by major resources. Instead:

Start with 5 to 10 strategic cities.

Choose markets where:

You have personal connections (college, family, friends)
Your social media and streaming data show strong engagement
You can drive easily between cities

Your goal: sell 200+ tickets in these cities. That’s the magic number that grabs the attention of agents, managers, and promoters.

🎯 Tip: Use tools like Spotify for Artists and Chartmetric to identify your top cities.

🎟️ Step 3: Weekend Warrior Runs = Your First Touring Reps

Start with 3–4 show weekend runs every couple months. This helps you:

Gain touring experience
Work out logistics and chemistry
Avoid burnout and financial strain

Three weeks on the road is a great test to see if you’re cut out for this, and it’s long enough to build momentum without derailing your life or creative work.

When you’re ready, plan a 2- to 3-week regional tour focusing on your strongest cities. You’ll be able to route more efficiently and return home with lessons, and hopefully cash, instead of exhaustion.

📆 Step 4: Plan Your Tour 4–6 Months in Advance

Touring is a long game. Your first tour won’t come together in a few emails.

You’ll need:

1–2 months to book shows (venues are slammed with submissions)
3–4 months of promotion to build awareness and sell tickets

Venues prioritize acts with proven followings or representation first before they reply to emails from newer artists, especially if it’s their first time in the market. Be patient, professional, and persistent. Also, start with smaller venues first, and build up. Don’t jump to the next size venue unless you can fill at least 80-100% of the capacity of the venue you played before. And never play a venue unless you and the other artists on the show can sell at least 50% of the capacity of the venue.

📌 Pro tip: Use this time to gather press materials, prep your ads, and coordinate content around each tour stop.

💰 Step 5: Have a Marketing Budget, Or Don’t Tour

Don’t tour without a marketing budget. Period.

This is non-negotiable. You are not just an artist. If you’re trying to sell tickets and make money, you're a business. Successful businesses spend on marketing to grow.

Minimum: $250–$500 per city
Goal: Build awareness, sell tickets, and convert fans

Digital marketing is your friend, but it must be done right. Don’t just boost posts. Learn or hire someone to run proper campaigns across platforms like Meta Ads, YouTube, and TikTok.

📍 Step 6: Pick Your Tour Stops Based on Data and Strategy

Don’t throw darts at a map. Tour markets should be:

Close to home (cut travel costs)
Data-driven (Spotify, socials, email signups)
Familiar (existing fans, family, past success)

Think of your tour like a chess game, every move should support your growth.

🧠 Step 7: Tour to Learn, Not Just to Earn

Your first few tours won’t make you rich, but they can make you wise.

Use them to:

Build stamina and chemistry
Learn how to fix issues fast (gear, vehicle, communication)
Test setlists, merch, and marketing tactics
Develop professionalism
Develop marketing strategies and sell tickets
Learn what merch items are the most appealing to your target audience

Every challenge is a rehearsal for bigger stages.

If you can survive a few 3-week tours without killing your bandmates or blowing up your budget, you're probably cut out for this.

📈 Final Thought: Touring Is a Long Game, Play It Smart

Touring is not a shortcut to success. It’s a discipline. A journey. A test of your passion and persistence.

So remember:

✅ Start local
✅ Build 5–10 core markets
✅ Plan 4–6 months ahead
✅ Have a marketing budget
✅ Learn from every show

Most importantly, keep creating great music, refining your live show, and engaging your audience online and offline.

📣 What’s your biggest challenge when it comes to touring? Share it in the comments — let’s build together.

To learn more in depth, come join the Making It Academy on Patreon for live workshops and an archive of over 50 videos (and keep an eye out for our 1-year Concert Producer Program coming soon): https://www.patreon.com/c/makingitacademy.

March 15, 2025

The Authentic Road to Building a Loyal Fanbase as a Touring Musician

March 15, 2025/ Chris Goyzueta

In today’s music industry, building a loyal fanbase is about more than just viral content and playing to the algorithm. For touring musicians, it’s about authenticity, connection, and adding real value to your listeners’ lives. If you're tired of chasing fleeting attention and ready to cultivate genuine fans who will stick around for the long haul, here are strategies to help you stand out and build a community that lasts.

1. Sell What You Believe In

First things first: authenticity is everything. Your music, merch, and even your social media presence need to reflect what you genuinely care about. Fans can tell when you're being real versus when you're selling something just for the paycheck. Promote and create products that you’re proud of. If you're excited about a new track, let that passion shine through. If you believe in a piece of merch, talk about why it's meaningful to you. Authenticity builds trust, and trust turns casual listeners into dedicated fans.

2. Focus on Connection Over Reach

It’s easy to get caught up in numbers: likes, views, follows. But true fan loyalty isn't measured in metrics. Instead of trying to reach millions with every post, focus on creating meaningful connections with the people already engaging with you.

One powerful tactic is to personalize your outreach. If someone comments on your post or sends you a DM, take the time to reply thoughtfully. Consider going a step further by sending personalized videos or voice messages to new followers or top supporters. This simple act of recognition can turn a casual fan into a dedicated advocate who shares your music with their friends and followers.

3. Give More Than You Take

Fans appreciate artists who give back. Think about how you can offer exclusive or unique experiences that go beyond the norm. For example:

Exclusive Content: Share unreleased songs with your most engaged fans or your mailing list first.
Merch Giveaways: Send a free piece of merch to a fan who has been consistently supporting you.
VIP Experiences: At your shows, consider offering meet-and-greet opportunities or exclusive acoustic sets for your top fans.

These actions might feel small, but they create big emotional impacts. Fans who feel valued are more likely to promote your music and stick with you through your career.

4. Use Live Streams to Create Community

Live streaming is an underused tool for many touring musicians. Go beyond just performing songs. Use live streams to share stories from the road, talk about the meaning behind your music, or even have casual Q&A sessions. This creates a sense of intimacy and community with your audience.

Invite your fans into your world. Show them behind-the-scenes moments that make them feel like they’re part of your journey. When fans feel connected to your story, they become more invested in your success.

5. Don’t Overlook the Power of "One"

While it’s tempting to focus on scaling up and reaching thousands, never underestimate the power of winning over one fan at a time. Personal outreach, small acts of gratitude, and even just remembering a fan’s name can make a lasting impression.

Imagine giving a dedicated fan early access to a song or personally inviting them to a show. These gestures can turn one-time listeners into lifelong fans who tell others about you. When one fan feels valued, they're likely to bring others into your orbit.

6. Leverage Your Tours for Deeper Engagement

While touring, create moments that deepen your bond with fans. This can be as simple as hanging out after a show to chat, signing merchandise, or hosting an impromptu acoustic set in a local park. Not only will this leave a lasting impression, but it will also make fans more likely to share their experiences, growing your reach through word-of-mouth. Remember when you first started out, and every invitation to your shows was one to one. It started with friends, family, classmates, co-workers, and eventually someone they brought along that really liked your music, and then you started to invite that person.

7. Embrace a Long-Term Vision

Building a loyal fanbase is a marathon, not a sprint. It requires consistent effort and a genuine desire to connect. Focus on creating music and experiences that resonate deeply, and be willing to adapt and grow with your audience over time.

It's easy to look for shortcuts or quick wins, but the most successful touring musicians are those who invest in their community. They’re the ones who show up, who listen, and who care.

Final Thoughts

If you're ready to go beyond algorithms and vanity metrics, it’s time to double down on connection. Be authentic, be generous, and focus on the power of one-to-one relationships. Build trust by showing that you care, and you'll not only grow your fanbase but create a loyal community that stays with you through every stage of your musical journey.

Remember: It's not about reaching everyone. It's about reaching the right ones, and treating them like gold when you do.

Learn about the business side of touring, and come join us at Making It Academy: https://www.patreon.com/c/makingitacademy

January 19, 2025

How to Become a Concert Promoter in 2025: Key Skills, Tools, and Strategies for Success

January 19, 2025/ Chris Goyzueta

The live music industry is thriving in 2025, offering exciting opportunities for aspiring concert promoters. However, breaking into this competitive field requires networking, skills, and a deep understanding of how the industry operates. Whether you're just starting or looking to grow, this guide will walk you through the essentials of becoming a concert promoter, including key job requirements, tools, and insider tips.

Before you begin, it’s also very important to understand “How Shows Get Booked.” Here is a tutorial on the entire booking process from getting the avail to going on sale.

Key Job Requirements for Concert Promoters

1. Networking is Everything

Building connections is the cornerstone of a successful career as a concert promoter. It’s not just about who you know but who knows you. Here’s how to get started:

Attend Industry Conferences:
- PollstarLive (Los Angeles, February): A top-tier conference for high-level industry professionals.
- IEBA (Nashville, October): A must-attend event for connecting with entertainment buyers and agents.
- NIVA Conference: Ideal for connecting with independent promoters and venues.
- Bonus: SXSW (Austin, March) is great for exploring the broader creative landscape.
Cold Outreach: Cold emails and calls are inevitable when starting out. Use these methods to introduce yourself to agents and promoters. Remember to keep the tone professional and concise.
Face-to-Face Meetings: Once you’ve established initial contact, plan trips to industry hubs like Los Angeles, Nashville, and New York. Meeting in person strengthens relationships and shows your commitment.

2. Develop Key Skills

Successful concert promoters possess a mix of soft and hard skills:

Communication: Email remains the primary form of communication, but a well-timed phone call can make all the difference.
Negotiation: Understanding deal structures is crucial when working with agents and venues.
Patience and Persistence: Building relationships and booking shows take time, so consistency is key.

3. Understand the Financial Landscape

Salary expectations for concert promoters vary widely. Articles online suggest a range of $28,000 to $187,000 per year, but if you’re running your own business, the sky's the limit. Early on, focus on building experience and revenue streams like ancillary income and promoter rebates.

Essential Tools for Concert Promoters

1. Industry Platforms

PollstarPro: Offers invaluable insights into new signings, tour announcements, and artist performance history. Start with the Industry Hotwire feature to track emerging talent.
Rostr: A tool that maps agency representation for artists and provides valuable visuals for festival lineups and agent relationships.
Celebrity Access: An additional resource for industry contacts and event news.

2. Venue Research

Subscribe to email newsletters from venues across the country, focusing on spaces with 200–1,000 capacities. Analyze their announcements to identify potential booking opportunities in your market.

3. Festivals and Newsletters

Stay updated on festival lineups and emerging artists by following industry newsletters. Look for acts that haven’t toured your region yet—they’re likely to be open to new markets.

Steps to Building Your Career

1. Start Locally

Begin by organizing small events:

Local showcases
Club nights featuring emerging artists
House concerts

These events allow you to build a reputation, gain experience, and establish relationships with local artists and venues.

2. Follow Up Religiously

Networking doesn’t stop after the first meeting. Regularly follow up with agents, promoters, and other industry contacts. Keep communication concise and professional, ensuring you stay on their radar without becoming a nuisance.

3. Invest in Relationships

As you book shows and develop rapport with agents, consider visiting their cities for in-person meetings. Prioritize trips to Los Angeles, Nashville, and New York, and consider secondary markets like Denver and Chicago for additional networking opportunities.

Keys to Success in Concert Promotion

Master Forecasting: Accurate budgeting is critical. Understand ticket sales potential, expenses, and ancillary revenue streams to maximize profitability.
Embrace Feedback: If you lose out on a show, ask agents what you could do better. This feedback is invaluable for growth.
Be Part of Your Local Scene: Attend shows, support local artists, and immerse yourself in the community. Building a scene benefits everyone involved.

Final Thoughts

Becoming a concert promoter in 2025 requires dedication, strategic networking, and a passion for live music. While the road can be challenging, the rewards are worth it for those willing to put in the work. Start small, leverage the tools and strategies outlined here, and continuously invest in building your skills and network.

Want to dive deeper? Check out the full 45-minute video with more tips and strategies on Patreon.

January 15, 2025

5 Ways Local Bands Can Split Ticket Revenue or Money Made at the Door

January 15, 2025/ Chris Goyzueta

When hosting a show with local artists, one of the most common questions is how to fairly split the profits made at the door. Whether you’re an artist or a promoter, navigating this process is key to ensuring a smooth and successful event. In this guide, we’ll explore five popular methods for dividing income among participating artists, each with its own advantages and considerations.

Why Splitting Profits Matters

The way you distribute revenue can make or break relationships between collaborators. A fair and transparent process fosters trust, encourages teamwork, and strengthens your local music community. The right approach often depends on the nature of the event, the effort of the artists involved, and the goals of the show.

1. Split Money Evenly

This is the simplest and most straightforward method. After covering all expenses, the remaining profits are divided equally among the artists.

Best For:

Shows featuring friends or artists who trust each other.
Events where all participants contribute equally to promotion and ticket sales.

Pros:

Easy to calculate and implement.
Promotes camaraderie and fairness in tight-knit communities.

Cons:

May feel unfair if some artists contribute significantly more effort or draw a larger crowd.

2. Pre-Sales with Artists Keeping the Majority

Each artist is given a set number of tickets (e.g., 50-100). They keep most of the revenue from the tickets they sell, while a small portion contributes to covering expenses. Any profits from door sales are split evenly.

Best For:

Events where artists have strong individual followings.
Collaborative shows where everyone is motivated to promote ticket sales.

Pros:

Rewards artists who actively sell tickets.
Encourages strong pre-show promotion.

Cons:

Requires careful coordination to track ticket sales and expenses.

3. Pre-Sales with Revenue Percentage Allocation

In this method, artists receive a share of the profits based on the percentage of tickets they sold during the pre-sale. For example:

Band A sells 40 tickets (40% of total pre-sales) and earns 40% of the revenue.
Band B sells 25 tickets (25% of pre-sales) and earns 25%.

Best For:

Events with artists of varying promotional abilities.
Situations where pre-sale efforts significantly impact attendance.

Pros:

Rewards effort and hustle in pre-sales.
Encourages a competitive yet fair environment.

Cons:

Artists with day jobs or limited time may find this system challenging.
May lead to tension if sales efforts vary widely.

4. Clear Headliner Scenario

When a local artist has a large following and can easily sell 150-200+ tickets, they take on the role of headliner. After expenses are covered, the headliner keeps the profits while other performers are paid a guaranteed fee (e.g., $100-$150 for openers and $250-$500 for direct support).

Best For:

Shows anchored by a well-known local artist.
Events with a clear hierarchy among performers.

Pros:

Mimics the structure of national touring acts.
Rewards the headliner for their drawing power.

Cons:

Not ideal for collaborative or community-driven events.
Requires a headliner with consistent ticket-selling power.

5. Tally at the Door

For events without pre-sales, you can track attendance by asking attendees at the door which artist they came to see. Revenue is then split based on the percentage of attendees attributed to each artist.

Best For:

Shows with no pre-sale system.
Events with multiple artists and varied audiences.

Pros:

Simple and transparent for events without advance ticketing.
Rewards artists who draw the most attendees.

Cons:

Can lead to disputes over accuracy or honesty at the door.
May not encourage collaboration among artists.

Choosing the Right Method

When deciding how to split profits, consider the following:

Effort and Contribution: Did all artists promote the event equally?
Audience Draw: Who is bringing the most attendees?
Community Goals: Are you building a collaborative music scene or hosting a competition?

Collaborating fairly ensures a positive experience for everyone involved and strengthens your music community.

The Bigger Picture: Building a Music Scene

Fair profit-sharing isn’t just about the money—it’s about fostering a supportive environment where local artists thrive together. By working collaboratively and lifting each other up, your local scene can gain national attention and opportunities.

Final Thoughts
No matter which method you choose, transparency and communication are key. Clearly outline expectations and agreements before the event to avoid misunderstandings. If you’re looking for more insights into the music industry, check out the resources and workshops at Making It Academy.

Want to Learn More?
Join the Making It Academy for live workshops, expert advice, and a thriving community of artists, promoters, and managers. Together, we’re navigating the music industry and making it happen!

Until next time, go see shows, meet people, and make stuff happen. 🎶

January 15, 2025

How An Independent Promoter Can Become a Talent Buyer for Live Nation

January 15, 2025/ Chris Goyzueta

Ever wondered how someone starts as an independent promoter and transitions to becoming a talent buyer for a company like Live Nation? It’s a question I get often, and in this blog post, I’ll share my journey, the lessons I’ve learned, and tips for anyone looking to follow a similar path. Shoutout to Gavin on Instagram for inspiring this topic—thank you for reaching out!

My Unexpected Start in Music

I didn’t begin my career in the music industry—I was actually a pre-med student at the University of Central Florida (UCF). My love for live music, however, had been a constant throughout my life. Growing up in Germany, my first concert was Guns N' Roses at the Frankfurt soccer stadium. By the time I moved to the U.S. at age 12, attending shows had become my passion.

In high school and college, I went to as many concerts as I could. My friends and I even tracked every show we attended in a notebook, noting the date, venue, and city. One month, we managed to attend 23 shows! This immersion in live music became the foundation for everything that followed.

The First Steps: Local Shows and Networking

Attending local shows was a game-changer. Many of these events were affordable (just $5 or $10), and they gave me the chance to meet the bands and the people behind the scenes. One of these connections was Anna Reyna, a musician in a local Orlando band. She taught me about artist management and promoting concerts in exchange for personal training sessions.

During my time at UCF, I also volunteered for an organization called Volunteer UCF, eventually becoming the Director of Hunger and Homelessness. Inspired by Chuck D of Public Enemy, I decided to organize a charity concert to raise money for local and global causes. This event—Rock for Hunger—marked my first step as a promoter.

Learning Through Experience

Organizing Rock for Hunger taught me how to book bands, secure venues, and market events. The success of this festival led to additional opportunities. Bands who performed at the event asked me to book shows for them, and I began managing artists and promoting concerts across Florida.

Realizing that having a venue to book consistently would give me an edge, I started working with a local venue called Central Station. Over time, I booked close to 50–60 shows a year there.

Scaling Up: The Plaza Live

The turning point came when I partnered with The Plaza Live in Orlando. My goal was to elevate the venue, and over three years, we achieved significant milestones:

Made the Pollstar Top 100 Clubs in the World list for three consecutive years.
Earned recognition as the Best Venue in Orlando by both the Orlando Weekly and Orlando Sentinel.

One standout moment was booking the reggae band SOJA, which resulted in record-breaking bar sales for the venue. This success opened doors for more opportunities, eventually leading to a partnership with AEG to host 5–8 shows per month.

The Leap to Live Nation

Although I was thriving at The Plaza Live, I wanted to grow further. I applied for a talent buyer position with Live Nation at House of Blues New Orleans. My first application didn’t land me the job, but I used the feedback to improve.

Over the next two years, I focused on diversifying the genres I booked and building relationships. One key connection was Jamalnee, a talent buyer at House of Blues Orlando, who became an invaluable mentor. The second time I applied, I was ready with a detailed portfolio of my accomplishments and knowledge of the New Orleans market. This preparation paid off, and I got the job.

Lessons for Aspiring Promoters

Start Local: Attend as many shows as possible and immerse yourself in the local scene. Building connections is crucial.
Focus on a Genre: Specializing in one genre initially can help you establish expertise and credibility.
Diversify as You Grow: To manage a venue or book at a high volume, expand your repertoire to multiple genres.
Be Persistent: Don’t be discouraged by setbacks. Use feedback to improve and keep refining your skills.
Build Relationships: Networking with industry professionals can open doors and provide mentorship opportunities.

Keep Learning and Growing

Today, I share my knowledge through workshops and the Making It Academy, helping artists, promoters, and venues succeed. If you’re passionate about the music industry, my advice is simple: go see shows, meet people, and make things happen.

Thank you for reading my story. I hope it inspires you to take the first step in your journey as a concert promoter. If you’d like to learn more, check out Making It Academy for workshops and resources.

Until next time, spread love, positivity, and kindness—and don’t forget to go see shows!

Watch the full video from this post.