How You Promote A Show In LA (And Not Be A Dick About It)

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The first thing you hear as a musician when you move out to LA is “prepare to pay to play.”

Virtually every Sunset Strip club hires “promoters” to book bands. And nearly every deal is some form of pay to play. These shows rarely contain bands in the same genre and, because the nature of the situation, rarely are these bands any good. The bands who know better don’t take these shitty deals. And the venues’ reputation suffers because of the poor talent, poor sound quality, and poor overall experience.

+ Why Live Music Sucks

But last night I experienced something completely different. I had received an unassuming email from a guy named Andrew who seemed to be promoting an evening of music in Hollywood. It wasn’t delivered in all caps. It didn’t scream this was going to be the GREATEST SHOW OF ALL TIME. It didn’t say this was the BEST NEW TALENT. The email was a simple invitation to a private, invite only  “speakeasy-style dinner music show.” He kept the lineup secret, but mentioned “I know you’ll love the rnb/soul talent we hand picked.”

And he was right.

In the email there was a link to a PDF doc that described the event in a bit more detail. It was welcoming and enticing. It listed “Attendees In The Crowd.” All well known (and powerful) players: record labels, managers, booking agents, music supervisors and publishers. This was a true showcase. Not a promoter blowing smoke up naive bands’ asses to get them to buy 50 tickets.

After RSVPing by entering the password from the email, I received a notification of the venue location in Hollywood, dress code and the title of the event: Champagne Room.

I got another email the day of reminding me about the showcase and something stood out. One little sentence that has never been uttered by another promoter I’ve met in my life: ” Once an artist is on stage, we politely ask guests to show respect as the talent pours their heart & soul into their performance just for you.”

+ Should You Pay To Play?

I didn’t really know what to expect, but as we walked up to the venue I heard the deep groove of the first band. Even steps away from front the door I could feel the soul. Andrew was right.

The place was packed. Every table was taken (with bottle service of course – this is Hollywood). Standing room only. And the bartenders were working their butts off to keep up with the demand. But even they had to take frequent breaks to go check out the incredible talent. Which was undeniable.

People were engulfed with the performances. Each act more impressive than the last. 30 minute sets. Short and sweet. Three performers.

Andrew Cardenas has been producing these tri-monthly (that’s 3 times a month) Next2Shine Presents events in NYC and LA for the past year. He doesn’t like calling himself a “promoter” because he feels these events are so much more. has been his digital discovery platform since 2008. For all intents and purposes it’s a music blog. But Cardenas doesn’t see it that way. He profiles emerging artists he loves.

It was the first US based website to break Sam Smith, Havana Brown, UsTheDuo and Elli Ingram. Kirby Lauryn, known for her song a day YouTube channel was also first featured on Next2Shine and recently signed a publishing deal.  He featured Allen Stone and Karmin very early on in their careers and caught Gotye months before he blew up.

He curated his first live event in NYC at Oz Studios, February 2013, and brought the show to LA this past December. Every event features different emerging talent all curated by Cardenas.

“Currently, the ultimate goal is respecting the talent, giving them a platform and honing in on authentic and true talent that speaks for itself.” – Andrew Cardenas, Next2Shine

His co-host of these events, a musician himself, Anthony Hall, was the emcee of the night. He introduced the talent and kept the night moving along while the acts set up.

Cardenas wants to expand his Next2Shine Presents: The Champagne Room operation to the UK and Nashville. He’s currently looking for partners in those cities to team up with. Something tells me he won’t stop at just 4 cities. I see a Champagne Room tour down the line.

The place was packed from start to finish. There wasn’t a mass exodus after an act finished (like every other show in LA). No band paid to play. There were ‘important’ industry people in the crowd. And above all, everyone had a great time.

I got a thank you email with all the acts information today:

“Anthony and I are thankful to have you as a part of the special musically-driven community that we are growing. Each month we pour our time, energy, & passion into producing this event both in LA & NY. We hope last night you had an unforgettable experience and left the venue as a new fan of the artists below!”

Why can’t other promoters curate evenings like this? Most promoters are passionate about music. That’s why they started in the field, but somewhere through the process their passion for music faded and their greed grew.

Live music can be magical. Euphoric. Spiritual. But it takes the right environment. The right talent. And the right audience. Cardenas realizes this and others have taken notice.

+ My Response To An LA Pay-To-Play Promoter


Photo is by Next2Shine and used with permission


9 Responses

  1. xzxjennaxzx

    This is awesome to hear about!

    It’s true the majority of promoters are crap. Unfortunately, some musicians are accustomed this and I’ve seen excellent promoters get fed up with unappreciative musicians, or go broke because of them. I guess it just becomes too much work for people that don’t care. I’m a musician myself, but also coordinate events. If a band doesn’t show their own initiative to promote and work with me to make the entire event as great as it can be, I usually won’t book them. It’s a community.

    • Recording Artist Sebastian Portillo

      Thanks for this article, I was indeed considering to book venues in LA for some showcases and this article comes in very handy.

  2. Consuelo Cardenas

    Congratulations!!!!! Embrace the joy of your accomplisments and never stop dreami g.
    your archievements anticipate for future opportunities and embrace a world of infinitive possibilities
    love Mom

  3. IsaiahJ

    Amazing! Andrew is truly a visionary and Anthony is incredible!

  4. Someone

    Very cool – other cities have similar ‘secret show’ events in place as well.

    What this article fails to mention (unless I read it too fast) is whether the artists were compensated monetarily.

  5. Tamas Bodzsar

    It was really good to read that there are venues like this.

    • Ari Herstand

      Well, to be honest, it wasn’t the venue – it was Andrew. I’m sure that Andrew worked out a deal with the venue to pay him a bulk amount (or a percentage of the bar/food sales) to pack their club on a Tuesday night. Then Andrew filled the room with industry people and got fantastic bands he believes in to feature at this showcase.

      Venues don’t operate this way because they house shows every night, but some venues are smart enough to offer bands fair deals and curate evenings of quality music, consistently, building up their reputation as a quality room.

  6. Randy Foulds

    I tried a similar show here in the Palm Springs area. As a new “promoter,” I just wanted a small intimate show, with some artists that I liked. I booked the venue at no cost, paid the artist out of my own pocket, promoted it at my own cost, and still lost money. Palm Springs just isnt a big enough market to draw a crowd. My first show was John Taylor, an unsigned artist our of Scotland who has enjoyed many song placements in US TV shows, including Californication. A great singer songwriter talent and now a friend. My second effort was Peter Bradley Adams, another singer songwriter with an incredible body of work. I booked a local duo to open for him, hoping they would help draw a crowd. I still lost money.
    I abandoned my third project when it became obvious I was going to lose a lot more money.
    I did get to experience two national quality acts, in a small intimate venue. I will probably do it again, but I will try to promote outside Palm Springs, and make it a destination event.