Figuring out how to book a gig is one of the most challenging parts of building a sustainable music career. It requires strategy, persistence, industry knowledge, and an understanding of how to connect with venues and audiences.
We spoke with veteran booking agent and creator of Anyone Can Book a Gig Katherine McVicker, whose decades of experience include tours with Herbie Hancock, Cassandra Wilson, Norah Jones, and more. Her insights reveal what artists need to know to successfully book shows, grow their audiences, and build lasting careers.
You can view a video of the conversation here.
When Should an Artist Look for a Booking Agent
Katherine explains that most artists benefit from having an agent — but only when the timing is right.
“I think most artists will benefit by having someone else negotiate for them because it’s very hard to negotiate for yourself. But an agency will not take you on unless you can already demonstrate that you have a market and that they can make money by booking you.”
Her advice: build your career first. Prove that you have an audience, a body of work, and a consistent gig history. Agents are looking for artists who already have a foundation — and that foundation comes from years of focused work.
The Power of Planning Your Career
One of Katherine’s strongest pieces of advice for musicians: make a plan.
“If you don’t have a goal and you don’t know where you’re going, you won’t be able to work strategically… I did this in my own career. I said, I’m going to give myself five years, and if I can’t support myself doing music, I’ll go do something else. That worked for me.”
She encourages artists to set short-term and long-term goals — six months, nine months, a year, and even five years. Every gig, every decision should lead toward those goals.
This mindset is at the heart of Anyone Can Book a Gig, the course Katherine wrote based on her decades of experience — giving artists tools to treat their careers like a small business.
Regional Touring as a Career Strategy
When it comes to touring, Katherine recommends thinking regionally before going global.
“Every region of the country has different tastes in music… You want to be in a place you can drive to instead of flying. If you focus on a region, it’s easier to build an audience there and then expand outward.”
This approach is cost-effective and audience-focused. Instead of spreading efforts thin, artists can develop deeper connections in smaller geographic areas and grow their audience organically.
This is especially true in a region like Europe. Many artists based in North America want to make the jump to booking a European tour, but Europe is not a monolith. Each country on the continent has its own tastes in music and its own social trends. Artists who might be huge in France may be unknown in the UK or Germany. Each market takes dedicated work to grow.
What Artists Should Expect From an Agent
Many musicians assume a booking agent’s job is to “make gigs happen.” While that’s part of it, Katherine explains there’s more to the relationship:
“An agent can take advantage of your audience, but they can’t create an audience. You need to bring audience development to the table — through social media, publicity, and live performances.”
For an artist, this means building your audience online, establishing a brand, and demonstrating proven ability to draw crowds. Yes, the music is part of what gets you booked, but the music business is primarily the second half; the business. Industry professionals are taking on financial risk with each show and each release, and artists who can show their value will always make more progress.
But that does not mean it’s on the artist alone to generate a huge marketing presence. At first, there is a lot of work for artists to do, but as they gradually see success and build teams around themselves, those responsibilities become shared. This is a key to the Anyone Can Book a Gig course, when performing shows, find a balance and collaborate with promoters to share the responsibility of marketing and promotion.
Lessons From a Career in Booking
Katherine’s career has taught her the importance of market knowledge, negotiation skills, and adaptability. She’s proud of tours like Herbie Hancock’s Gershwin’s World, which involved complex logistics, and creatively routing tours for artists like Norah Jones so they could avoid flights.
Her advice for musicians boils down to this:
“You have to put the same effort into your career that you put into learning your instrument. Building a career takes time. Treat it like a business, make a plan, and work strategically.”
Being a professional musican requires a balance between the two halves of that title: 50% professional, 50% musician.
How to Book a Gig: Final Thoughts
Booking gigs is more than securing a stage — it’s about building momentum, creating opportunities, and strategically growing your career. Katherine McVicker’s decades of experience show that with the right plan, regional focus, and audience development, musicians can turn gigs into a thriving career.
If you want to learn how to book better shows and take control of your career, check out Anyone Can Book a Gig, where we share step-by-step strategies for artists to build their own roadmap to success.
