The music industry is often painted as a waiting game — waiting for a label to notice you, waiting for a promoter to offer you a slot, waiting for fans to find you. But for independent artists today, the truth is much more empowering: you don’t have to wait. You can create your own opportunities.
That’s exactly what Shannon (Official Shannon) has been doing since 2022. As the founder of Under The Radar London, she’s curated more than 18 live music events and the Matchstick Festival UK (2022–2024), building a community that champions female and underrepresented artists. In our latest Insider Series episode, Shannon shares a blueprint for artists ready to step up and run their own shows.
Putting On Your Own Gigs
Shannon explains that organising your own gigs doesn’t just give you stage time — it gives you control. You can shape the lineup, create the atmosphere you want, and make sure your fans have an experience that reflects your artistry.
Her advice? Start small. Book intimate spaces where the focus is on connection, not scale. Build relationships with venues who are open to working with grassroots talent.
Building a Community Around Your Shows
A gig is just one night, but a community is ongoing. Shannon stresses that successful events aren’t just about the music — they’re about creating belonging.
Encourage collaboration between artists, involve your audience in the journey, and make your shows feel like a hub rather than a transaction. This is how you turn attendees into fans who keep coming back.
Mistakes Artists Make With DIY Gigs
One of the biggest pitfalls Shannon sees? Treating gigs as one-offs. Independent artists often put in huge effort for a single show but don’t build momentum afterwards.
Instead, think long-term:
Collect contact details at every event
Document your shows for social media
Follow up with your audience and collaborators
That way, each gig becomes a stepping stone in a larger story.
Approaching Venues & Promoters
Respect and professionalism go a long way. Shannon advises artists to treat venues and promoters as partners. Do your research, understand their audience, and make it clear how your event will benefit them.
It’s about building trust — not just asking for favours.
Balancing Artist Life & Event Organising
Shannon is both an artist and an organiser, and she’s candid about the challenges. Running events is time-consuming, but the payoff is huge: not only does it give you platforms to perform, it strengthens your network and visibility.
Her mantra? Don’t be afraid to wear multiple hats — but know when to ask for help.
Why This Matters
If you’ve ever Googled “how to get more gigs as an artist” or “how to build a fanbase,” this episode gives you actionable insights. Shannon shows that artists don’t have to sit on the sidelines — they can take control, create their own stages, and build communities that sustain their careers.
? Watch the full Insider Series episode here:
