Friday, August 29, 2008

On The Road - A touring workshop for the commercially-challenged musician

A three-day workshop organized by the Canada Council for the Arts for culturally diverse musicians involved with world music

* Are you a performer, manager or agent involved with world music?
* Do you perform for money in clubs, concerts and at festivals?
* Have you performed away from your home town?
* Have you spent at least one night in an uncomfortable bed in a cheap motel beside a busy highway?
* Have you wondered how you can get more gigs in front of more folks for more money?
* Would you like to travel around the country/continent/world sharing you music with cultivated and adoring fans?
* Have you recorded at least one CD that you sell during your shows?
* Are you interested in serious face time with seasoned music business professionals who are willing to share their knowledge, experience and trade secrets?
* Are you mystified by terms like EPK, PDF, JPEG, 300 DPI, Face Book, You Tube, MP3?
* Have you listened green with envy, to another musician talking about the smoked eggs benedict your hosts served on the ocean-view patio the morning after the sold-out show?

If you’ve answered YES! to these questions you should participate in On The Road. Does this mean you will learn the secret handshake that opens the door to success, wealth and fame? No! Does it mean that you will gain some insights into how and where you can build your career better? Absolutely!

On The Road brings together artists and their agents and managers with seasoned music professionals. This will be an intensive three days of discussions, presentations and hands on sessions for professional artists who want to do more.

GARY CRISTALL will lead the workshop, On the Road, and will also feature invited guests from the Canadian music community to address specific topics and issues outlined in the agenda.

Gary is the former artistic director of the Vancouver Folk Music Festival and a former Canada Council music officer. He is presently working as an artists’ manager and agent.

For more information on Gary Cristall, please visit


This workshop is designed for culturally diverse musicians in world music who have not toured outside their home market and require the basic fundamental skills and contacts necessary to increase their touring opportunities and to make them more effective.


The workshop is coordinated and sponsored by the Canada Council for the Arts in conjunction with the Lula Lounge and the Small World Music Festival and will take place in Toronto, Ontario, from 18 to 20 September 2008.


Lula Lounge
1585 Dundas St. W, west of Dufferin
Toronto, ON


Thursday, 18 September 2008, 9:00a.m. to 5:00p.m.
Friday, 19 September 2008, 9:00a.m. to 5:00p.m.
Saturday, 20 September 2008, 9:00a.m. to 5:00p.m.


This workshop will be conducted in English, with resource materials available in English.
For more information on the Small World Music Festival, please visit The festival will take place in Toronto from 18-30 September 2008. For more information on the Lula Lounge, please visit 416.588.0307.


Deadline: Friday, 5 September 2008
Registration fee: $150
The registration fee includes all resource materials, as well as lunch all three days.

Along with a completed registration form, please submit one copy of your press kit, CD or sound recording, video of live performance, if available, and a list of tours and performances from the previous 12 months.

Due to the limited space, the Canada Council for the Arts will confirm your participation in the workshop by Friday, 12 September 2008. Promotional materials and cheques will be returned to anyone who cannot be accommodated in this workshop.

Registrations without payment will not be processed.

Cheques should be made payable to the Canada Council for the Arts and mailed to:

Koba Johnson

Audience and Market Development
Canada Council for the Arts
350 Albert Street, PO Box 1047
Ottawa, ON K1P 5V8

Contact Information:
Toll-free at 1-800-263-5588, ext. 4118 or (613) 566-4414, ext. 4118
Fax: (613) 566-4390
[email protected]


First Things First

* Introduction to the workshop
* Who are you? and What do you want?

The Who, What, Why, Where and When of Touring?
To Market I’ll Go!

An exploration of the Canadian performing physiognomy:

* Festivals, concerts, clubs
* Seasons and scenes

Festivals – The Big and the Beautiful

* Where are they?
* How to get into them?
* What to do while you are there?
* What to do in between festivals?

Let’s Make a Deal

* The art of Negotiation or “You can’t always get what you want”

Your 15 Minutes Have Arrived

* Showcases: what they can do for you and how to manage the 20 minute set – official, guerilla, provincial, national – the many options

You Show Me Yours – I’ll show You Mine

* A hands-on look at your promo materials

Tools of the Trade

* Promo materials you need
* From double white glossy to MP3 – New Technologies

You Deserve a Promotion

* Publicists: What they do and how they do it
* The Media - Why should we make you famous?
* Interview Strategies – How to get them and how to do them?

Foreign Affairs

* Other continents and our neighbours to the South

You Need Professional Help - Agents and Managers

* What do they do?
* Do I need one?
* How do I find one?
* The “do it yourself” career

It’s in my contract!!

* Words on paper – what do they mean?

Moving “Merch”

* CDs, T-shirts, belt buckles and all the other consumer durables that can boost your income while leaving a pleasant memory

While you’re up, get me a grant

* The ins and out of funding for tours

Making it Easy

* Tour planning and management

Let’s do it

* A hands on tour planning exercise from conception to funding application

What did you learn?
What do you still need?


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