OK, so hopefully you’ve agreed a performance fee that works for everyone. Does it include travel? Does it include accommodation? What kind of travel/accommodation do they need? If it’s a band, are they getting the ferry? From where? If it’s a solo artist or DJ, are they flying? From where? When are they leaving? Are you going to be paying for travel both ways? Are they ok sleeping in your spare room?
One of the main reasons putting on shows for bands in Ireland is so difficult is because of the ferry. If you put five people in a van and want to bring them over from England on the ferry, it’s going to be €500-600 quid in travel costs alone. This is where you should perhaps make friends with promoters in Cork, Galway and Belfast. Try to split this price over a couple of shows around Ireland. This will help small bands in particular to spread the cost and make it more manageable for everyone. Most independent bands probably won’t make any money coming over to Ireland at all, unless they can sell a whole lot of merch while here. Punk promoters in Ireland certainly don’t make any money.
If, somehow, you’ve gotten this far, you’re going to need a venue. There’s a good chance you know every decent venue in Dublin, there are only a couple. For small acts, upstairs in Whelan’s is great. The Joinery can work. The Twisted Pepper does some small shows. The Workman’s is probably too big but it might work for you. Venues in Dublin are generally over-priced, that is just a given. Realistically you can expect to pay between €100-300 for any small venue in Dublin on a normal night, though there are exceptions every now and again. Some venues might work off a percentage of the door (though this is very difficult to make work with international acts). The price depends on size, what they have to offer, the sound guy, the bar, etc. If you’re thinking of booking a few shows, mention that. Ask around and find out what works for you. Ask bands who have booked their own shows, ask promoters who have put things on in those venues. Contact details are on the venue websites, just call or send an email. Say what you want to do, how much money you’ve got to spend and see what they can do for you.
If you’ve got all these in place, you’re pretty much ready to promote the show. This is something of a black art. Getting a full-page feature in the Irish Times doesn’t mean anything if your band’s audience doesn’t read the Times or the people who read the Times don’t like your band. The most effective way, by far, to promote a show is by word of mouth. If you have that, you have everything you need. Still, email journalists who might be into your show, tell them you can sort interviews and features and whatever they need. Make sure the band is down with this.
There are probably only a handful of people who might cover what you’re doing, that’s just the state of the alternative press in Ireland at the moment. Provide high-quality pictures. Post on forums. Get someone to do a decent poster and put it everywhere online. Don’t spam people! Make a real poster but not too many; they are not as effective as they once were. Don’t waste money on something that isn’t going to reach the audience you’re looking for, but don’t limit your audience either. There’s no point putting ads in the newspapers or on the radio. With the kinds of margins we’re talking about here, it just isn’t possible. Never forget; journalists need content. Give them interesting content and they will do all your work for you in this regard.
