How to Handle Major Exposure

"Any time a musician or a band has an opportunity to perform in a festival setting," says Ron Opaleski, "it just makes them aware of how fortunate they are because there are so many things that go into it -- and it's so competitive to get onto festival situations. So their experience helps because they know how difficult it is and it gives them a good sense of reality of being able to appreciate the opportunity."

It's especially critical to make the most out of whatever slot you are given at a festival, the agent continues. "You behave, you're cool, you're humble, you don't ask for too much, and you don't make waves. You do your thing. That's the key, because the headliner is providing you with a platform to play in front of their fans and turn them on to what you're doing."

Humility is also important for local bands that get called on to open for a national touring act that's coming through town. "Don't have an ego," Opaleski advises. "That doesn't get you anywhere. Nobody wants to work with people who have egos, who are arrogant and are asking for too much too early in their career. Know where you're at. Sometimes you can be the biggest local band, but you've got to remember that you're popular in only one city. Don't be pushy or anything like that. Be cool with everybody and take the opportunity to say hello and meet the band. You never know when these people might help you in the future."

In fact, Biff reports that Apartment 26 is doing what it can to help new bands while on the road these days. "What we're doing on our tour right now … not to the point of Fred Durst calling himself an A&R man or anything like that, but at every show we try to talk to kids. Some of them give us demo discs. I'm guessing they do that to every band, but we'll give 'em to our A&R guys."

Lessons of Ozzfest

Ozzfest posed a tremendous challenge for Apartment 26. "Most bands start out on a more amateur scale and then build their way up to get on a big tour," explains Biff. "They learn every little step over a period of years. We basically had to learn the top things now. We didn't even have a week; it was 'do it now.' It was kind of daunting in that way, to make sure we weren't going to stick out as an amateur band or something like that."

That healthy fear proved a valuable source of motivation. "The challenge of it is what we loved. It made us step up more -- the fact that we were playing among people we looked up to, like Fear Factory or deftones, and they'd be standing at the side of the stage watching us. It made us step up beyond the point, which we'd never be able to do outside of that kind of pressure. So it really helped."

Agent Ron Opaleski agrees that exposure to other bands and to their audiences at Ozzfest helped Apartment 26 last year. "So many people came and got to witness this band and really get turned on to them, to know what they are about and actually anticipate their record coming out. It was just a great vehicle for them.

Biff insists that getting the Ozzfest tour was the key ingredient in the success of Apartment 26. "It's almost like saying, 'Well, do you think it's important to win the lottery?' Obviously, if you win the lottery, then hell, yeah, it's important and you're pretty much set for life. But the chances are very slim. So it's not as necessary as it may seem."

So what can a band do to better its chances in the event that Ozzy never calls? According to agent Ron Opaleski, the soundest advice is to get out there and play, because the more fans you bring to the party, the more attractive you are to potential bookers. "Any band that is really strong in their market or region is going to increase their chances," he says. "So the more you play, and the better your draw is locally, the more that'll help you -- not only with a festival-like tour, but also with getting support slots on any national tour. If I have a young national band that can come in to St. Louis and do 300 people on their own, but you're from St. Louis and you already do 200 people on your own, then it makes sense to put you on the bill. Your fans can come see me and vice-versa.

"If you are a local band that has a draw in a region," he continues, "that's your asset in getting into these types of situations. You gotta keep that in mind. That's why you want to have a devoted following and people who come and see you, because then you can offer that to a national act."

Also, it's not just having a powerful name behind you that helps. It's equally important to have a team in place. The more support you have -- people to make calls to radio and press -- and the more organized you appear, the more a booker will be inclined to check you out.

Real-World Advice for Bands

photo by: Aaron Lindgren/Jaymz

The key in building a successful career in music, according to Apartment 26 agent Ron Opaleski, is to get into action. "You can't wait for a big A&R guy to come see your show, or an agent to save your day," he says. "Be proactive. Do what you've got to do: Play dates, develop followings, write songs, make t-shirts, and sell 'em at shows. Then do it again. I think some bands have this idea that there's an A&R fairy who's going to come down and see their show and solve their problem.The day you get signed is just the beginning. Some people think that's the ultimate quest, but it's just begun."

It comes down to building a sales pitch, whether it's to record companies, booking agents, bookers, or even fans. "The more you do on your own, the more you can say, 'Look, we've already sold a thousand records in our hometown. We draw 500 people in these cities,'" Opaleski insists. "It just adds to why someone is going to come see you or listen or look at you. To know that you're already active and developing your own following and your own crowd is really important."

There are good ways to do that. First, look for regional bookers who know the area and can get you in the door. Another way is to check with each major festival tour and see if they are going to offer a stage for regional bands. Usually a local promoter handles the booking and is looking for the area's best and brightest. Obviously it's most important to make sure your music works within the festival's theme.