Good PR is the secret to landing a gig

By: Barbi Jo DiMaria
Posted In: Entertainment

Dancing Nancy vocalist and acoustic player Billy Leetch explained how to land a gig. Ironically, the founder of the Dave Mathews tribute band was blessed with good luck. “My first gig was due to a Tuesday night solo act cancellation and a hook up I had with an employee over at the Pelham in ’97,” said the New Jersey native referring to Newport’s One Pelham East bar on Thames Street. Leetch, a solo act at the time, learned from his “hookup” that word of mouth recommendations were vital to his music’s longevity.

Bob Rizzo, the Executive Director of Providence’s Office of Cultural Affairs, Capitol Arts, agreed that word of mouth recommendations equal big success. Commissioning the city’s entertainment for over 25-years, Rizzo often speaks with other art agents to book the city’s talent. “I’m looking to expand the audience’s (Providence’s) music knowledge and my agents are definitely familiar with my style,” said Rizzo while running his hands through his well-groomed white beard.

GET THE WORD OUT

Good PR, says Rizzo, is a band’s secret weapon to landing a gig. According to the long-pony tailed professional, auditions are rarely held anymore. “I don’t hold auditions. I don’t know any other art agents who hold auditions. Usually, we meet and recommend unique acts that speak to everyone,” said the music veteran, who’s always searching for originality.

Leetch’s friend, Pelham owner Gary Kilroy, also prefers to hear about entertainment, rather than hold auditions. “Weekly. I speak with my Boston agent, weekly. I trust his opinion and usually go with it,” said the 28-year bar owner, who schedules Leetch’s four-man band as part of his establishment’s music lineup every Tuesday night.

LAUNCH A SITE

Straight from his office located in the heart of downtown Providence, in the legendary Arcade Mall, Rizzo spends a chunk of his time surfing the Internet and looking for fresh talent. While navigating the net, he travels to the nooks and crannies of the world to listen to the sounds of an 11-piece Gypsy brass band called Fanfare Ciocarlia, from Zece Prajini, a village of just 400 hundred individuals in the mountains of Romania, to the stirring tenor voice of Jimmy Johnson, a Grammy nominated blues musician from Mississippi. Both acts played at last years’ Providence Waterfront Festival.

Generally, Rizzo learns about an artist or group from “googling” them on the web. “It helps,” he says, “especially these days when radio play is so limited and controlled.” Posting a website is the first step to promoting a band’s talent, advices the commissioner, who also enjoys painting and sculpting. “Be sure you have good hi-res images available on the web as well as shot musical clips.”

Leetch recalls how the Dancing Nancy’s posted their web site in less than a week. “We rushed to launch a site. It’s free advertising and a great route to gain exposure,” said the eclectic talent who plays half-a-dozen instruments including the cello and French horn. His web site www.dancingnancyband.com includes photographs, member bios, a history, a schedule, plenty of musical downloads, newspaper clippings, and an emailing system to keep abreast of his followership’s feedback.

DRAW A FOLLOWING

Our followership. It’s why we’re here,” said the artist on what aspects matter to him. A following gives you the reputation of bringing in business, says Leetch. In his early music days, Leetch drew a fan base of many Salve Regina college students, who faithfully followed his musical sounds to Pelham. “I was more like a solo comedy act than a music act,” said Leetch, who’s also keyboardist for the cover band Bob’s Day Off. “I sucked. The owner told me I sucked, but I had a following and that meant more business for me and the bar.” Nevertheless, Kilroy said he was pleased with the crowd.

Word of Leetch’s followership traveled fast and soon he had a full Thames Street line-up from The Garden and The Landing to The Pier. “If you don’t have a good following, force yourself into places and get the ball rolling,” suggested Leetch, after performing a stellar rendition of Outkast’s “Yeah Ya” at his favorite venue the Pelham. From the looks of the dancing crowd, Leetch no longer sucks.

Rizzo, who cringes at mainstream music like Outkast, prefers to seek talent that retains some old flavored music, while incorporating originality into their songs. “I immigrate world music, like cutting edge jazz, fine tuned folk, and eclectic Polka,” said the artist while adjusting the rim of his black baseball cap. But don’t be fooled by Leetch. He credits himself with two original CD’s filled with his own rocker tunes that he includes in his press packs.

CREATE A PRESS PACK

Leetch advises all bands to create impressive press packs to send to venues, talent scouts and agents, and local establishments. Rizzo also favors press packs and instructs that a thorough and accurate kit includes group bios, a band history, references, newspaper clippings, and a demo CD. “Don’t be cheap when it comes to selling yourself,” advised Rizzo, “because it may be the determining factor of whether or not you get the job.” Rizzo further cautions to stay away from Live demo tapes and CDs because they rarely do the band justice. He suggests creating CDs and demos from high quality recordings.

Leetch disagrees with Rizzo’s demo advice. “Create a demo with two or three unedited Live selections,” he says, “it’ll showcase your fan following and your raw talent.” Often, demo CDs are tinkered with and its production doesn’t do a band justice cautioned Leetch.

INVOLVE YOUR CROWD

For a live feel, Rizzo often travel to music conferences in New York City and Paris to check out a musical group. What hooks Rizzo? He’ll tell you stage mannerisms and crowd involvement and interaction. “Always a high level of professionalism, talent…the artists must also respect and engage the audience, after all that should be why they’re playing in the first place,” says Rizzo.

Leetch further suggests handing out business cards to promote and advertise. “I’ve been more successful distributing business cards across New England, then with my press pack,” says the multi-talent. His business cards have landed the Dancing Nancy’s gigs in large venues and local bar establishments.

SELECT A VENUE

Venue selection will also be a determining factor in landing a gig, says Rizzo. “Start small at local restaurants, bars, clubs, or even a neighborhood party.” Generally, Rizzo books talent across Providence’s waterside stages that spill out onto the city’s river walks at Water Place Park and Roger Williams Park Casino. All of Capitol Arts concerts are free to the public so he seeks out professionally experienced talent.

Leetch also advises to start at small establishments. He feels that Newport may be a hard spot to nail a gig, especially during the summer. “Newport used to be an easy place to Network, but no longer. Too popular.”

WHAT NOT TO DO

Furthermore Rizzo cautions musicians on what can cost them a gig. “Being a nuisance,” says the scout, “Badgering a club owner with continuous phone-calls is the worst.” Pestering an establishment may be the wrong answer to Rizzo, but Leetch feels it may be just the push that lands a band the job. “Go for it. Get your name out there.”

CONTACT

If you’re interested in sending a press pack to Capitol Arts, contact Bob Rizzo at Capitol Arts Providence, 65 Weybosset St., Box #39, Suite 68 Providence, RI 02903 or visit www.caparts.org.

AUTHOR BIO

Barbi Jo DiMaria is a Journalism Communications major at Salve Regina University in Newport, Rhode Island. DiMaria is the fashion editor for Providence Monthly Magazine as well as an intern at WPRO-FM Providence, a Citadel Communications radio station that keeps her abreast of music news. Her interest in music inspired her to do some research on how to land a gig.