How to Advertise a Band for Low or No-Cost?

January 2, 2003 | By | 1 Reply More


Is there an effective way to promote shows, concerts, etc. with limited funds. I’m sure there is a way to get music retailers to promote there businesses at the show, and hopefully they will advertise for the event too. How? Flyers and posters I think are over-rated. Are these two media really it unless you have money or if the band is big enough the dj’s talk about it constantly? Most places want the crowd first before giving the headliner. How can this work?

— Anthony

ANSWER by Yvonne Buchanan

Dear Anthony:

If your band has a following, reach out to it. Fans are an excellent source of promotion and may be willing to volunteer promotional services, contacts, etc. Start a fan-zine (regular newsletters or postcards to your fan base) to let your fans know what you’re up to and where you’ll be headlining next. Ask for volunteers, have a contest to see who can bring the most friends to your next gig, etc.

If you don’t yet have a fan mailing list, start one at your very next gig. Devote one of your songs to the e-mail list and send out a sign up sheet during the song asking for e-mail addresses (they’re quicker than mailing addresses). Send regular e-mail newsletters. Include your next playing dates plus inside information about the band.

And don’t forget about press releases. Let the local media (especially radio stations) know where/when you’ll be playing next with well-timed, professionally written press releases.

Also check out the article 50 Free or Low Cost Ways to Market Your Small Business for more ideas on how to use low-cost or no-money methods of promoting your business.

Good luck, Anthony. Let us know how it goes.

Yvonne Buchanan

Other Resources on How to Advertise for Low or No Cost

Recommended Books on How to Make Money in the Music Business:

Yvonne Buchanan is a 20-year veteran of public relations, marketing and advertising. She teaches public relations courses online for career changers, freelancers and students through The PR Academy and is co-founder of Real-World PR , a public relations information provider for small businesses. Real-World PR offers public relations toolkits (manual/CD combinations) that allow small business owners to create and maintain their own public relations programs.

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