How to Pitch a Set at a New Large-Scale Festival: A Music Creator’s Outreach Template

Want a festival slot but don’t know where to start? This guide makes promoter outreach simple, fast, and — crucially — effective.

If you’re a musician, DJ, or nightlife brand trying to break into a new large-scale festival in 2026 — whether that’s a Coachella-sidestage, a Santa Monica pop-up promoted by the team behind Coachella, or a themed set at Burwoodland — you need more than PR noise: you need a tight, credible pitch and a packed press kit that answers every promoter question before they ask it.

Quick take: the 5-step festival pitch playbook (read before you write anything)

1. Research the festival & contact — align your set with their programming and VIPs.
2. Craft a one-paragraph value pitch — what the audience gets and why you’re the best fit.
3. Assemble an EPK (press kit) with assets and metrics — video, socials, rider, setlist.
4. Send the outreach using the booking template below — concise subject, one-paragraph pitch, links to EPK.
5. Follow up and network — smart cadence, in-person touchpoints, and relationship-building.

Why this matters in 2026 (industry context)

Late 2025 and early 2026 brought two relevant trends you must account for: festival consolidation and an investor-driven push for themed nightlife experiences. Billboard reported that a Coachella-affiliated promoter is launching a large-scale festival in Santa Monica, while Marc Cuban invested in Burwoodland — a company that turns nightlife into touring themed experiences like Emo Night and Broadway Rave. That means promoters increasingly look for acts that are curated experiences, not just playlist-fillers.

At the same time, platform churn (remember Netflix’s 2026 casting changes?) has pushed audiences to live experiences for discoverability and revenue. Promoters want artists who convert viewers to ticket buyers, sponsors, and loyal repeat attendees. Your pitch must prove you drive the crowd, not just streams.

Before you pitch: research checklist

• Lineup fit: Who’s booked? Note tempos, genres, and production scale.
• Promoter profile: Are you pitching the Coachella production team, an independent promoter, or a nightlife brand like Burwoodland? Each has different KPIs.
• Venue needs: Outdoor mainstage vs. curated tent vs. branded night — differs for routing, set length, and rider.
• Sponsor match: Which brands are on the festival? Align your pitch to show sponsor-friendly elements.
• Past artist testimony: Find interviews or recaps from acts who played the festival for talking points.

What promoters actually care about (say these things)

• Audience fit: Will your fans show up in person and buy upgrades?
• Ticket conversion: Do you have a local draw or proven conversion rate?
• Production simplicity: Can your set be stage-managed smoothly?
• Sponsor/safety compliance: Are you easy for sponsors to integrate with and safe for the crowd?
• Marketing lift: Are you willing/able to promote the festival to your channels?

Build a festival-ready EPK (press kit) — what to include

Make your Electronic Press Kit (EPK) a single page that answers every operational and marketing question. Load time matters — hosts prefer one-click downloads or an accessible Google Drive link.

Core assets (must-haves)

• One-line bio (for stage managers and print): 10–15 words.
• Two-paragraph artist statement with recent notable placements and why your set matters to this festival.
• High-quality live video (MP4 or YouTube/Vimeo link) — 3–6 minute showcase; include a crowd-shot moment. If you need to capture or edit quick promo footage, see compact field cameras like the PocketCam Pro.
• Top 3 tracks with stream counts and any playlist placements.
• Social proof: follower counts, engagement rate, recent show sellouts, local meetup groups, mailing list size.
• Touring history & references: past festivals, promoter contacts, testimonials.
• Technical rider & input list: stage plot, DI lists, monitor needs, time to load.
• Merch and sponsor integration ideas (if relevant): pop-up booth needs, cross-promo concepts — think like the Activation Playbook when sketching sponsor-ready activations.
• Availability & fee: set length, blackout dates, and your booking price structure (or “TBD” with a clear negotiation window).

Polish items (pro tips)

• Include timestamps on video (e.g., crowd reaction at 1:12).
• Offer a one-sheet PDF summarizing marketing assets you’ll push (email blast, social posts, ad co-funding).
• Use a short, memorable EPK URL and UTM-tag your links so promoters see referral data.

Booking email template — use this (copy/paste friendly)

Keep subject lines punchy and specific. Promoters triage hundreds of emails; you have seconds.

Subject line options

• Short & direct: "Booking: [Your Name] — 45m DJ set (LA, Apr 2026)"
• Curated fit: "Fits your Emo/’90s slot — [Your Name] live set (Santa Monica)"
• Sponsor nudging: "Sponsor-friendly set — [Your Name] x [Brand] idea"

Email body — 3-paragraph template

Hi [Promoter Name], I’m [Your Name] — LA-based DJ/producer with a proven local draw and experience on festival stages like [past festivals]. I play a 45-minute set blending [genre descriptors], tailored to your [stage/slot] audience. Quick highlights: 5.2M combined streams; 18k IG followers (6% engagement); recent sellout at [venue]. Live video: [short link]. EPK: [link]. Tech rider and one-sheet are attached. I’m available [dates]. Typical fee: [range] (or open to revenue share for branded activations). If this sounds like a fit, I can send a promo plan (social posts, mailing list blast) and a sponsor integration mock. Thanks for considering — I’ll follow up next week. — [Name + contact + booking email + phone]

Two quick notes: 1) Attach your rider only if asked — otherwise include it in the EPK link; 2) Never paste large files into the email body.

Follow-up cadence that works

1. 48–72 hours — light, polite follow-up: “Did you see my EPK?”
2. 7 days — add value: share a new video or snippet proving momentum. If you need ideas for short, punchy short-form clips and quick edits, check field kit guides.
3. 14 days — break the email pattern: reference a recent festival announcement or mutual contact.
4. If no response after a month, move on — but keep the relationship by connecting on social and commenting on their posts so you stay visible.

Networking: where and how to build promoter relationships

Outreach converts faster when you’ve warmed the contact. In 2026, promoters juggle AI tools, brand partners, and increasingly themed experiences. Your job is to be memorable, simple to book, and demonstrably profitable for them.

Digital networking (smart and scalable)

• LinkedIn: Follow promoters, comment on announcements, send short messages referencing a recent article or event.
• Instagram/Threads: Share short-form clips and tag promoters after you play LA or industry shows. If you need inexpensive gear to capture those moments, fan and engagement kits and vlogging field kits are practical — see Fan Engagement Kits and budget vlogging reviews like the one linked above.
• Industry newsletters: Subscribe to trade outlets (Billboard, Pollstar updates) and reply to bylines with concise commentary — it gets noticed.
• Mutual contacts: Use polite intros via managers or agents; a one-sentence intro email from a mutual contact is gold.

In-person networking (highest ROI)

• Show up to festival pre-parties, industry panels, and promoter-hosted showcases.
• Bring a concise one-sheet (and a QR code pointing to your EPK).
• Ask one thoughtful question and offer one clear value proposition (e.g., “We bring a built-in 2k local niche crowd — here’s proof.”)

Pricing and negotiating fees

Large-scale festivals vary: local side stages pay modestly; branded curated nights can pay more or trade for heavy promotion. In 2026, promoters often expect flexible fee structures: base fee + performance bonus + merch revenue share or sponsor integration fees.

• Start with your baseline: what you need to cover travel, staffing, and a modest profit.
• Offer tiered options: basic (no marketing support), promoted (includes X social posts & email), premium (promo + branded activation)
• Ask about points: a small % of ticket revenue or VIP upgrades keeps you aligned with the festival’s upside.

Case study (compact, real-world style)

Artist: “Nora Flux” — LA electronic artist who wanted a 45-minute slot at a new Santa Monica festival launched by a Coachella-affiliated promoter in 2026.

• Research: Nora mapped the festival’s last three lineups and identified a gap for mid-tempo live-electronic acts with theatrical visuals.
• EPK: She produced a 90-second live video clip that included a clear crowd moment and a simple sponsor integration idea (branded light wall photo moment).
• Outreach: Sent a concise email to a promoter contact with a subject line “Nora Flux — 45m live set that boosts VIP upgrades.”
• Follow-up: Sent a one-week later DM after the promoter posted an artist announcement — congratulated them and reattached a short remix that fit the announced headliner vibe.
• Result: Booked a side stage slot + co-branded merch pop-up. Paid fee + merch split + inclusion in VIP guide. Post-event, Nora sent performance metrics (scans, merch sold) to the promoter and secured a repeat booking — a classic micro-events-to-revenue outcome.

Live booking: production and day-of checklist

• Pre-show tech call: Confirm stage plot, soundcheck times, and contact numbers.
• Hospitality & rider: Reconfirm food, water, towels, and local COVID or safety protocols.
• Promo presence: Provide the PR team with a 30-second promo clip and two promo images 48 hours before the show.
• Merch & sales: Coordinate with the merch tent manager on POS and inventory tracking.
• Post-show metrics: Save scans, merch numbers, and crowd pictures to report back — promoters love post-event ROI data.

Advanced strategies for 2026: stand out from the noise

• Offer sponsor-ready activations: Branded photo moments, exclusive VIP remixes, or small experiential pop-ups.
• Leverage AI for assets (smartly): Use AI tools to create quick promo cuts, but never fake live performance assets. Promoters will check authenticity.
• Data-driven pitching: Use UTM links and a simple tracking landing page so promoters can see click-throughs from your outreach.
• Local micro-pulls: Guarantee a local audience by partnering with local promoters, college groups, or niche communities who’ll drive 200–500 people.
• Recurring-show strategy: Aim for one festival slot + a branded night during the festival run — Burwoodland-style themed residencies are on the rise.

Common mistakes that kill festival pitches

• Overlong emails with no immediate value.
• No live video or only studio tracks — promoters want crowd proof.
• Missing technical rider or unclear setup requirements.
• Asking for a fee without offering a promo plan or partnership idea.
• Being inflexible on dates or production needs.

Template library (quick reference)

Short DM to promoter after a show

Hi [Name], loved the lineup tonight — congrats. I’m [Your Name], played at [venue]. If you’re adding curated side-stage talent for [festival], I have a 45-min live set that fits your [vibe]. Live clip: [link]. Happy to send EPK.

Two-line follow-up

Quick follow up — any interest in a 45-min set from [Your Name] at [festival]? We can co-promote and I’ll provide a VIP activation mock.

Final checklist before you press send

• One-line subject that answers “Why you?”
• EPK link works and loads fast on mobile
• Live video shows crowd and is under 6 minutes
• Fees and availability stated clearly
• Follow-up schedule in your calendar

Parting perspective: play the long game

Booking a festival set in 2026 isn’t just a transaction — it’s an invitation to join a promoter’s world. Promoters like the Coachella team and modern experiential companies like Burwoodland are investing in memory-making, not just lineup fill-ins. If you approach them as a partner — with clear metrics, sponsor ideas, and a no-nonsense EPK — you’ll cut through the noise.

"In an AI world, what you do is far more important than what you prompt." — Marc Cuban, re: investment in Burwoodland (Billboard, Jan 2026)

That quote is a reminder: live experiences are more valuable than ever. Be the act that makes people plan their week around your set — and make the promoter’s life easier while you do it.

Actionable takeaways (do these next)

1. Create a one-page EPK and host it on a fast link (Google Drive/Dropbox/webpage) — include a 90s live clip.
2. Find the exact promoter contact and send a one-paragraph pitch with a clear subject line today.
3. Set calendar reminders for follow-ups at 72 hours, 7 days, and 14 days.
4. Prepare a sponsor activation idea that costs you little but provides clear visibility to the promoter.
5. Plan an in-person touchpoint at an upcoming industry event or festival pre-party.

Ready to book your first festival slot this year?

If you want a tidy EPK checklist or a critique of your current press kit, drop your EPK link and I’ll give a frank 5-minute audit (what to cut, what to reframe) — no polished fluff, just what promoters need to see. Click the CTA below to get that audit and a copy-paste booking email tailored to your genre.

Call to action: Send your EPK link for a free 5-minute audit and a customized outreach email template. Make your next pitch impossible to ignore.

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