If you’re earning under $10k a year from your music, you’ve likely realized that the traditional “booking agent” is the music industry’s version of a unicorn: everyone talks about them, but they’re nearly impossible to find when you’re just starting out.
Most venue bookers are inundated with hundreds of cold emails a week. As an out-of-town artist with no local draw, your email is often the first to be deleted. So, how do you break into a new city without a middleman?
You stop asking venues for favors and start building alliances with other artists. This is the “Gig Swap.”
What is a Gig Swap?
A gig swap is a simple, peer-to-peer agreement:
“I will give you a prime opening slot (and a share of the door) at my best hometown show, if you do the same for me in your city.”
It’s the most powerful tool in an independent artist’s arsenal because it solves the “No Draw” problem. You provide the audience in your city; they provide the audience in theirs. The venue wins because the room stays full, and you win because you aren’t playing to an empty bar.
How to Execute the Perfect Swap
1. Find Your “Sonic Siblings”
Don’t just look for any band; look for bands that sound like you. If you’re a lo-fi indie artist, swapping with a heavy metal band won’t help either of you.
- The Search: Use the “Fans Also Like” section on Spotify for artists in nearby cities, or browse local show listings on Instagram.
- The Vibe Check: Ensure they are at a similar career level. If they have 50,000 followers and you have 500, a swap isn’t realistic. Look for peers who are also hungry to grow.
2. The “Value-First” Pitch
When you reach out, lead with what you can offer them.
- Bad Pitch: “Hey, can we open for you in Philadelphia next month? We’re looking for gigs.”
- Good Pitch: “Hey [Band Name], I love your track ‘[Song Title]’. I’ve got a headline show coming up at [Venue Name] in my hometown on July 15th. We usually draw about 50 people. Would you be interested in taking the direct support slot? In exchange, we’d love to open for you next time you have a show in Philly.”
3. Formalize the “Handshake”
You don’t need a legal contract, but you do need clarity. Confirm the details via email:
- How will the door money be split?
- Who is providing the backline (drums/amps)?
- Can you offer them a place to crash (and vice versa)?
Why This Beats Cold Emailing Venues
Venues are risk-averse. They want to know the “nut” (the cost of staying open) is covered. When a local band brings in a guest from out of town, the venue sees a curated, low-risk event. You aren’t “the random band from three states away”—you are “the hand-picked guests of our local favorites.”
The Long-Game Benefit
Gig swapping builds a regional community. After a year of swapping, you won’t just have a list of venues; you’ll have a network of friends across five cities who act as your local street team, gear-sharers, and couches-to-sleep-on.
