A follow up email to a venue should be short, sent in the same thread, and end with two real dates and one easy question. Send it on day 3. On day 10, walk in or call during slow hours and ask for the person who books. On day 30, send one last note, then move them to next season's list.
Below: the full cadence, copy-paste follow-ups for day 3 and day 30, a day 10 walk-in and phone script, a "book next season" note, and a bad vs good teardown.
Why the venue didn't answer
Silence usually means busy, not no. The person who books music at a bar or restaurant is also covering a shift, fixing the walk-in cooler, and answering a supplier. Your email landed under a pile of other things and never came back up.
A few other reasons it goes quiet:
- It went to the wrong person. The general inbox, a bartender, or a manager who can't say yes.
- They already filled the dates you asked about. Many venues plan months ahead. More on that in how far in advance venues book.
- The first email was hard to answer. Long, no dates, ending in "let me know." If that's you, fix the pitch first with the booking email templates.
None of these are about your playing. All of them get fixed by following up on a rhythm instead of hoping.
The day 3 / day 10 / day 30 cadence
Three touches, each one a different kind of contact. Email alone gets buried, so the middle step is you in the room or on the phone.
- Day 3: a short email. Reply in the same thread so your first pitch is right underneath it. Two or three lines.
- Day 10: walk in or call. Slow hours only: 2 to 5 pm, or 10 to 11 am. Ask for the decision maker by name, like they're expecting you.
- Day 30: one last note. Friendly, two new dates, no guilt. Then move them to next season's list and set a reminder.
Write every touch in a simple log: venue, who you talked to, what they said, when the owner is usually in, next step. When a manager leaves, that log is the only thing that remembers you were there.
Follow-up #1 (day 3): copy and paste
Hit reply on your original email so it stays in one thread. Don't re-pitch. Just bring it back to the top of their inbox.
Subject: Re: [your original subject line] Hi [first name], Just bumping this up in case it got buried. I'm still holding [date] and [date] open for [venue name] for now. Want me to hold one of them for you? [Your name] [Phone]
That's the whole email. It reminds them dates fill up, gives them a yes-or-no question, and takes a moment to answer.
Bad vs good: the same follow-up, twice
Made-up example Same player, same restaurant, day 3.
Subject: Following up!!! Hi, Did you get my email from last week? I haven't heard back and wanted to make sure it didn't go to spam. I know you're busy but I'd really love to play there. I'm pretty flexible on dates and pay, I could even do a night for free if that helps. Please let me know either way!! Jordan
Subject: Re: Solo acoustic for your patio, Fridays in May Hi Sam, Just bumping this up in case it got buried. I'm still holding May 9 and May 23 open for the patio for now. Want me to hold one of them for you? Jordan Lee [phone]
What changed
- Same thread. The good one sits on top of the original pitch, so the video link and review are one scroll away.
- No guilt. "Did you get my email?" makes them feel bad. Feeling bad doesn't book gigs.
- No discount, no free night. Offering to drop your price because they didn't answer tells them that silence gets them a better deal.
- Real dates and one question. "Let me know either way" is homework. "Want me to hold one?" is a yes.
Day 10: the walk-in or phone script
Email opens the door. This is the touch that gets the yes. Go during slow hours, never during a rush. Have a short live video ready on your phone. Know your rate before you walk in (if you don't, work it out with the gig rate calculator).
ASK FOR THE DECISION MAKER "Hi, is [owner or manager's name] in? I'm following up with them about live music." IF THEY'RE NOT IN (don't leave your name) "No problem, I'll try another time. When is [name] usually in?" (Write the answer in your log. Come back then.) IF THEY COME OUT OR GET ON THE PHONE "Hi [name], I'm [your name]. I sent you a note about [solo acoustic / duo] music for your [patio / Friday nights]. [If you spoke to someone: I talked with [gatekeeper] the other day.] I play rooms like yours around [area] and keep people in their seats and ordering. I've got [date] and [date] open. Want me to hold one of them?" IF THEY ASK WHAT YOU CHARGE "For [time frame] it's $[amount]." (Say it once and stop talking.) IF THEY ASK FOR LESS "My rate stays the same for everyone. I can do a shorter set or a weeknight for $[lower amount]." IF THEY SAY "NOT RIGHT NOW" "Totally fair. When do you usually start booking next season, and is it you who handles it?"
Two things never come out of your mouth on this visit: "I can bring a crowd" and "I'll do the first one free." You can't control a crowd, and a free first gig tells them what you're worth.
Follow-up #3 (day 30): copy and paste
This is the last email in the cadence. It's friendly, it gives them fresh dates, and it quietly tells them you're filling your calendar either way.
Subject: [Month] dates for [venue name] Hi [first name], I know things get busy, so I'll keep this short. I'm setting my [month] calendar and have [date] and [date] open. If live music isn't on your plate right now, no worries at all. Just tell me when you start booking next season and I'll check back then. Thanks, [Your name] [Phone]
Notice the dates moved. Don't keep offering the dates from your first email. If they've passed or filled, offering them again looks like nobody else is booking you.
After day 30: the "book next season" note
A no today can be a yes next season. When the cadence ends, put the venue on your calendar for when they start planning their next season, and send this then. If they told you when they book, use that. If they didn't, ask the next time you're in.
Subject: Live music for [venue name], [season] Hi [first name], We talked a while back about live music. I'm booking my [season] dates now and wanted to reach out before your calendar fills. "[One line from a recent real review]" [who said it, where] I have [date] and [date] open. Want me to hold one of them for you? [Your name] [Phone]
Swap in a fresh review line each time. It shows them you've been working since you last wrote, which is the best kind of proof.
When they finally say yes
Answer the same day. Confirm every detail in writing in one email: date, load-in time, set times, the rate, who pays you and how, and who your contact is on the night. Know who's paying you before you plug in. Then, before you leave that first gig, ask for the next date while the manager is still happy. Two dates a month at one room is plenty. Weekly gets stale.
Questions players ask
How long should I wait to follow up with a venue?
Send one short follow-up on day 3 in the same email thread. If that gets nothing, walk in or call on day 10 during slow hours, and send one last note on day 30.
How many times should I follow up before giving up?
Three touches: a short email, a walk-in or call, and a last note. After that, move the venue to next season's list and pitch them again when they start planning. That's not giving up. That's timing.
Is it pushy to follow up with a venue owner?
Not if every touch is short, friendly and easy to answer. Owners are busy. A quick nudge with two real dates helps them. Guilt trips, all caps and "did you get my email?" are what read as pushy.
Should I call or email to follow up on a gig?
Both, in order. Email first, because it's easy to answer. Then call or walk in on day 10, because emails get buried and a real conversation with the decision maker is what books the date.
What if the venue says they're booked up?
Ask when they start booking next season and who handles it. Write that down, thank them, and put a reminder on your calendar for a little before that time.