Hello!

I’m excited to be at “Big” Folk Alliance in New Orleans with you in January! As always, the musical spirit will be immense, pervasive and ubiquitous!

I found myself sharing these same thoughts over and over over these past 20 years of FAI Conferences, so I drafted this collection of (hopefully) helpful nuggets of insight and wisdom I’ve gained over the years. If you have additional helpful tips for those attending “Big” Folk Alliance for the first time, or any thing that might fit in here, please share it with me! This is intended to be a living breathing document. Send your tips and comments to info@accessfilmmusic.net.

If this will be your first Folk Alliance experience, I hope it’s rewarding, joyous, filled with music and not too exhausting! I attend many music conferences, events and festivals throughout the year and “Big” FAI is hands down THE BEST: The most valuable and most fun!!!

FAI First-Timer Tips & Strategies
as offered by Chicago Mike Beck (Sinner / Songwriter)

Some of these tips are specifically Folk Alliance related, some are more general in scope.

Breathe!
Firstly, don't stress or allow yourself to feel intimidated or overwhelmed. Easier said than done, I know! But consider your first Folk Alliance International Conference a "recon mission". It can take years to fully grasp how things work and the range of amazing opportunities that the conference offers. It's not necessary to make hundreds of contacts -- Just one or two robust and valuable contacts can have massive career- and life-changing impact. Quality, not quantity.

Print your showcase schedule on mini-flyers / postcards
• Design small simple flyers or postcards (4" x 6", 4.25" x 5.5", or similar) that list the times / days / room names and room numbers of all of your showcases taking place during the conference. Nobody has time to write stuff down nor is it realistic to expect people to remember what you tell them -- There's WAY too much going on at the conference to support that expectation.

Instead, make it easy for people to find you and your showcases! Print out your vital showcase info and be prepared to give these to anybody who expresses interest in attending one of your showcases!

In addition to your showcase schedule, also include the following information on these mini-flyers / postcards:
- Your photo
- Your logo
- Your web address / URL / domain name
- A QR code that brings people directly to your website and/or music or videos

Just fyi, Office Depot (the office supply chain) offers same-day printing of full-color postcards at a very reasonable price. OfficeDepot.com
There is an Office Depot less than 10 minutes by car (26 minutes walking) from the conference hotel, the Sheraton Hotel New Orleans.

The Sheraton has a business center in the lobby next to the concierge desk that offers free computers and a printer (black + white only) to its guests. There is also a FedEx Office on-site, but their prices are ridiculous: They charge 47¢ or 79¢ per minute just to use their computers and their prices for printing are 2 - 3 times the prices at Office Depot.

Waking Days vs Calendar Days for Showcase Times
• The Folk Alliance schedule historically runs on "Waking Days"!
Even if your showcase starts at 2:00am on Friday (technically speaking), most experienced Folk Alliance folks refer to this as "Thursday night". There are some conflicts and differences of opinion with how the Folk Alliance app displays this information, but in the parlance of veteran Folk Alliance attendees, showcases are identified by the "waking day" -- If you wake up on Thursday and your showcase will take place on Thursday night, even if it's after midnight, most folks will refer to this showcase time as "Thursday night", even though it's taking place in the early morning hours on Friday.

Therefore:
- Showcases after midnight on Wednesday are typically referred to as Wednesday night, even though these showcases, technically speaking, are taking place in the early morning hours on Thursday.
- Showcases after midnight on Thursday are typically referred to as Thursday night, even though these showcases, technically speaking, are taking place in the early morning hours on Friday.
- Showcases after midnight on Friday are typically referred to as Friday night, even though these showcases, technically speaking, are taking place in the early morning hours on Saturday.
- Showcases after midnight on Saturday are typically referred to as Saturday night, even though these showcases, technically speaking, are taking place in the early morning hours on Sunday.

This has been the traditional custom at Folk Alliance for many years. It's easy to get confused and not everybody adheres to this customary convention. Double- and triple-check your schedules! I've even missed my own showcases due to the confusion caused by this difference in calendrical nomenclature!

Come back to "Big Folk Alliance" every year!
• Plan to come back to "Big" Folk Alliance every year! Returning to the conference year after year, the FAI community will come to know you and remember you. If you only attend sporadically, it's harder to build momentum.

What are your specific goals / ambitions / preferred outcomes for attending the conference?
• Consider well and at length your goals and preferred outcomes for attending the conference! And write these down in as specific a manner as possible. This first time may just truly be a “recon mission” — that alone can be incredibly valuable! But consider what other opportunities you wish to seize, and envision outcomes that move you closer to your personal, musical and career goals.

- Musical development (instrumental or vocal training, improve your songwriting)

- Professional development (better understanding how to increase your royalties, book gigs, setup a tour, break into house concerts, make videos, social media, international touring opportunities, etc.).

- Networking (co-writers, collaborators, producers, booking agents, session players, radio DJs, managers)

- Have fun and be inspired musically! Stay up all night jamming in the stairwells!!!! Some of my favorite and most memorable musical experiences in my life have happened after 5:00am in the nooks and crannies of FAI host hotels!

You have access to the list of everybody registered for the conference. Use it!
• Review the lists of conference registrants and workshops / panels / masterclasses way before the conference to identify people with whom you wish to connect.
– Festival buyers?
– Venues?
- Radio DJs?
- Managers?
- Booking agents?
- Artists from regions of the world in which you wish to tour?

Strategize your career goals and contemplate how specific people at Folk Alliance can help you achieve them. Reach out to these people before the conference with personal targeted communications. I don't recommend doing email blasts to every attendee -- This makes some people resent your uninvited "shotgun" communication and can be a big turnoff.

Here's the link to the list of conference registrants: https://www.folk.org/conference/attendee-lists

You must be registered for the conference to access the list. This list gets updated every few days, so check back frequently for new registrants.

Time off-stage is more valuable than time on-stage!
• Time off-stage is more valuable than time on-stage. Yes, we artists definitely need at least one or two (or 5 or 6!) opportunities to perform and showcase our music at the conference, and give people something to which we can invite them, but really the time off stage can easily prove as or more valuable than your time on stage performing! Figure out who you want to meet and go meet them. Talk to them (away from the showcase rooms!). Make an appointment to meet during the conference. Grab a beverage or meal together. Don’t dine alone unless you absolutely need the alone time!

Don't be shy! You're there to meet people!
• Talk to everyone! It’s easy to get over-socialized in the intense and relentless 5 days of the Folk Alliance Conference. But power through — It doesn’t last forever! Try to maximize your availability (mental, social and emotional!) during the conference!

Of course, take time for rest, naps, healthy meals, and self-care — Exercise, take advantage of the Sheraton’s gym and swimming pool (on the 8th floor), explore New Orleans myriad musical, cultural, historical and culinary offerings -- It's an incredible city with a deep and rich musical history!

Which regional Folk Alliance events can help you and your career?
• Consider which FAI regional events might be most valuable to you and your career. For a complete calendar of upcoming Folk Alliance events, including all the FA regionals events, visit: AccessFilmMusic.net/folkalliance

Host your own private showcase room! It's fun, easy and offers many benefits!
• Host your own showcase room!
- Meet people
- Save money
- Give yourself the BEST showcase times

Consider hosting your own private showcase room(s). This can be the most effective approach to growing your network of contacts, publicizing and exposing your musical projects, it guarantees that you'll get the best possible showcase times, and can also help offset some of the costs of attending the conference. Feel free to reach out to me if you want ideas how to make hosting your own showcase rooms easier and fun. You and your compadres or friends in need can also sleep in your showcase room, cutting costs. Of course, artists prefer when no one falls asleep until after the showcases are over at 3:00am!

Talk softly and carry a big easel! Showcase signage!
• Effective artists at Folk Alliance often carry an easel with them to every showcase room they play, along with a stiff-mounted large promotional poster featuring their image, artist name, web URL and QR code.

Place the easel in a location that’s easily visible from the doorway of the showcase room. It happens more often than you might think that someone will be passing by a showcase room in a hurry to get to another showcase down the hall, but something new will catch their ear as they pass by — They know they can’t stay to listen, but will look inside to see who is playing. If there’s no sign letting them know who is playing, they might not be able to stick around to find out. Having a prominent sign with branding, a QR and URL can eliminate this lost opportunity!

Don't expect for there to be time to hang a banner in the rooms in which you showcase. An easel and big stiff sign-board are the way to go.

Stay at the conference host hotel
• Stay at the host hotel. Whenever possible, I find it’s ideal to stay at the host hotel for numerous indisputable reasons: Less time spent in transit (which translates into more time for resting when needed!), WAY more convenient, greater likelihood to encounter serendipitous opportunities (the ambrosia of every Folk Alliance gathering!).

Stay for FAI's closing Sunday night party! Don't skip it!
• Stay for the Sunday night closing party! The chaos is over, no more imploring people to please come to your showcase in room #1020 at 11:15pm!

I find the that the Sunday night closing party is the MOST valuable opportunity to strengthen connections made during the festival. It’s finally possible to have conversations that last more than 5 minutes! Yes, we’re all exhausted by then. Coffee-up! (Or tea, or deep breathing or dance or whatever gives you the boost you need to make it through the home stretch!)

Don’t skip the closing party. Your body might be suggesting that you do, but your future self will thank you for showing up. It's the last event of the weekend! You can make it!

"In-the-Round" showcases are great!!! Do them!
• Consider booking an "In-the-Round" showcase or two Wednesday and / or Thursday. “In-the-Round” sessions are a great way to get the word out about your Friday and Saturday showcases (which are the busiest nights) and can often introduce your music to folks who might not otherwise see you. If you’re not already an “established name” in the Folk Alliance community (or sometimes even if you are!), near-empty showcase rooms are an occupational hazard! They happen, which can sometimes be disheartening or disappointing. Playing “In-The-Round” showcases will guarantee that you at least connect with other artists. This will also expose YOUR music to the folks that those artists draw into the showcase, people that may not otherwise be aware of you and your music.

Lobby Folk Alliance to re-introduce afternoon private showcases!
• Demand that Folk Alliance re-introduce the afternoon private showcases! The afternoons were the only private showcase times when it could be virtually guaranteed that all the presenters would be awake! These afternoon private showcases were the perfect opportunity to invite a specific venue rep, festival or house concert host to come listen to a song or two before the chaos of the evening private showcases would descend. FAI eliminated the afternoon showcases years ago. This was a big mistake that didn't serve the artists and presenters. Let your voice be heard that you want them back!

Folk Alliance hosts free private showcase rooms!
• Apply for FAI-sponosored private showcases in their First-Timers Room, Traditional Music Room, and other partner rooms. If the website says it's too late to submit for this year, there may be a wait list for cancellations -- Stop by the room(s) and talk to the hosts on Wednesday evening.

Bookmark this webpage: https://www.folk.org/conference/private-showcases and look for the heading "Book a Private Showcase Hosted by FAI". Mark it on your calendar to check for the submission link and request a showcase! This year, submissions for FAI hosted private showcases start on September 8th and are "first-come, first-served".

Apply for Official Showcases at "Big" Folk Alliance and the regionals!
• Apply for FAI and regional Official Showcases. Check here AccessFilmMusic.net/folkalliance for a full schedule of annual Folk Alliance events, including "Big" Folk Alliance, the regionals and international FAI events. The recognition, credibility, visibility and market value of an official showcase at any FAI event can not be overstated. Absolutely worth pursuing. The schedule linked above gives a rundown of important dates, submission deadlines (when known!) and links.

While at the conference this year, keep next year in mind!
• Start planning and plotting for next year!!! Seek and find showcases during the conference this year that look like a good fit for you and your music. Make sure you introduce yourself to the host(s) and let them know you'd really like to play in their showcase next year. Leave them a copy of your CD, Tappi Card or easy links to your music, and MAKE SURE you get their business card or contact info. Ask them what is their preferred method of contact. If email, get a secondary contact method or your follow-ups may go unread in spam-land. Ask them when they expect to begin programming their showcases for next year, or when you should get in touch. Then mark this in your calendars / reminders / alarms.

Followup with contacts you make right away!
• Immediately after the conference, send all your new contacts a note (email AND text AND Facebook message AND Instagram, you get what I'm saying) saying "Nice to meet you at FAI!" and send them a Facebook friend request. Put a task in your calendar scheduled for early August and another one in mid-September asking if they plan to host showcases at FAI in February, and if so, would they consider booking you in their showcase. Many private showcase hosts charge a fee for hosting your private showcase, so budget accordingly. If you host your own private showcase room (it involves some work, but is the best way to go!), you can also swap showcases with other hosts. Highly recommended.

Enter important dates into your calendars / reminders / alarm clocks now!
• Open your calendars right now and enter all the relevant event dates and their submission deadlines for upcoming “Big” Folk Alliance and the regionals into your calendars / reminders / alarms. Do it now.

Moving forward, “Big” Folk Alliance will be taking place in late January! (Sorry Sundance Film Festival! Don’t worry FAI is WAY more valuable to musicians than Sundance these days). If you’re interested in private showcases and want "prime-time" showcases (between 11:00pm - 1:00am), make a note on your calendar to start emailing showcase hosts in August each year.

At the 2026 conference in New Orleans, it will also be possible to secure pre-reserved private showcase times for the 2027 conference in Chicago for rooms hosted by Access Film Music LLC. Look for signs with a QR code and link in all the Access private showcase rooms to make pre-reservations for private showcases in .2027

If you’re contemplating hosting your own private showcase room (in my opinion, always the best idea!), make a note in your calendar or set an alarm for early August 2026 to check FAI’s folk.org website to see if they’ve opened up applications for Private Showcase Hosts.
folk.org/conference/private-showcases

Tips from others:
This excellent "first-timer" tip was contributed by Folk Alliance veteran and international touring folk artist / singer-songwriter Spook Handy:
"This conference is so chock-full of wonderful opportunities that you can't experience them all. For each cool experience, something else really cool could happen ten feet away. But the most important experience is the one you are having at the moment.  Fully immerse yourself in it and enjoy it with all of your might."
- Spook Handy, a former first-timer

Thanks Spook!

And this one from Kari Estrin of Kari Estrin Management / Consulting & Radio Promo

Be interested in others - make a real connection! When meeting someone in an elevator, in the shuttle bus, after a workshop, etc. ask them about themselves, you don’t have to dive into your story first, instead ask questions and make conversation. Establishing that human connection is more memorable than your resume to a stranger - and it can lead to a  deeper conversation, jam session, gig and potentially a lasting relationship. So don’t be afraid to extend some kindness to someone you’ve never met. You’ll be surprised how often it is truly welcome!

Thank you Kari! Beautiful and sage advice!

The following tips are more general in nature, applicable to all aspects of your music career, not just Folk Alliance:

Don't ever share your music with links to Spotify!
• When sharing your music via email, text message, on-line posts, etc., DO NOT SEND Spotify LiNKS! Instead, use DISCO, BandCamp, SoundCloud, YouTube or any other DIRECT music links. NEVER USE SPOTiFY! If someone does not have a Spotify account and you share a Spotify link, the recipient may be forced to listen to ads and other artists before they're able to hear your music. This diminishes the likelihood they'll actually listen to your music, so DON'T take that risk!

In the same vein, don't use Apple Music to share links with people unless you are 100% certain that they have (and use!) an Apple Music account.

DISCO is the ideal music delivery platform for people in the music and visual media industries. It was developed by music supervisors in the film / tv world specifically to serve their needs and was comprehensively conceived. They did a great job. DISCO.ac

Don't make the mistake of having your music play automatically when people visit your website!
• When people land on your home page or interior pages of your website, DO NOT have music play automatically. Although it's tempting to do so for many reasons, the reasons to NOT do this are far more persuasive. Don't alienate potential fans and supporters with this intrusive, annoying practice. Allow them to choose when and how they listen to your music.

Collect business cards and followup with contacts you make!
• Collect business cards and followup. This is thousands of times more valuable than handing out your own business cards or promo materials! (even though you should do this too!). The artists that enjoy the greatest success are the ones who followup with the contacts they’ve met at the conference… and who do it soon after the conference! (Ideally, I believe within 1 week, 2 weeks max). If people don’t have business cards, take their photo, ideally while they hold up their name-tag for the camera too. Then review those photos right after the conference (maybe on your flight or train ride home from the conference!) and FOLLOWUP! Even just a quick note to say “Thanks!” or “Nice to meet you!” can make a world of difference. You can even use AI to automate this process.

Thank you notes!
• Thank you notes. If someone did you a kindness, or you enjoyed their workshop or panel or showcase, a heartfelt “Thank you” note can change the course of your life. Handwritten notes sent via postal mail can often be the most impactful, but emails, texts, Facebook or WhatsApp messages or posts on social media can also prove worthwhile.

Don't trust email! Followup using at least one secondary contact method!
• Whenever I send an important email, I've learned to also send a text, WhatsApp or Facebook message saying "Hi -- Just sent you an email. Did you get it?" Only once you've consistently received replies by email can you rely upon your email messages getting through. It can sometimes be days or weeks (or never!) before you find out the person missed your critical email!

QR codes - Use them! Everywhere!
• Make a QR code that goes directly to your music and share it everywhere! On posters, business cards, showcase schedules, guitar picks, everywhere.

Don't expect people to type your name or website. It’s not that people are necessarily lazy (though some are!), people are overwhelmed with content, input and opportunities. Make it easy for them.

You can create a static QR code for free at Kaywa.com. It’s easy, quick and enormously valuable. Do it. Now.

Get your own domain name. Make sure it's easy to spell and remember.
• Have your own domain name / URL.

Your domain name should be easy to remember and hard to misspell. ChicagoMike.com is a MUCH better address than www.bit.ly/qpt654~kissy-face_emoji

Your own custom domain name typically costs less than $20 per year. It’s worth it a millions times over. Anyone who relies on addresses from Instagram, Facebook, ReverbNation, Youtube, Spotify or anything other than your own custom domain name / URL, you’re making a terrible mistake. Whole articles are published about this topic. If you don’t already have one, get your own domain name now. I use GoDaddy.com, although there are many vendors out there. If YOURARTISTNAME.COM is already taken, consider .NET, .MUSIC, .INFO, .TV or other domain extensions as alternatives. Avoid hyphens in your domain name. If your domain name might be easily misspelled, consider buying the most likely misspelings too (and have them redirect to the correct domain using URL forwarding, which is usuallly free).

Have your own website.
• Have a website, not just a Facebook, Instagram, BandCamp or ReverbNation page. Have your domain name point to your website. Have links to play your music available right on the home page of your website, highly visible, requiring only one-click to listen. DO NOT have music on your home page auto-play. This is a huge turn-off and can be very problematic. Don’t do it. One click for music. Not zero clicks. Not 2 clicks. Once they arrive at your home page, one click.

Yes, you can have your domain point to your Linktree, Instagram, Facebook, ReverbNation, Bandcamp, BandsinTown, etc. But that’s not as valuable as having it point to your home page, even if that home page only has links to your music and your other social media pages.

Give your brain a break, and make your life easier with alarms / reminders / online calendars.
• Use alarms, reminders and your calendar to make note now of all important dates for the next 10 years! Do it now! Your future self will thank you. You can even use recurring events / tasks in your online calendars to make this easier or automate the drudge work.

Don't put high-resolution images inline in emails!
• Don't put high resolution images inline in emails. Doing so can have significant and unfortunate consequences.

Putting high-resolution images inline in your emails can make the emails almost unreadable and could cause someone to simply ignore or delete your message. Instead, send high-resolution images as attachments or using links. Email me if you'd like to see an example of this terrible practice.

Song Camp Europe in Illasi, Italy will change your life -- for the better!
• Come to Song Camp Europe in Illasi, Italy: September 29 - October 5, 2025! I can give you every assurance that it will be one of the peak experiences in your life! This isn’t really about Folk Alliance, it’s more of a shameless plug / sagacious life advice. SongCampEurope.com

I hope you found this document helpful. Please let me know if there are ways it could be more helpful. Any errors are unintentional. Please point them out so I can fix them!

See you soon!

Mike Beck
Access Film Music LLC

The information contained in this document is provided for general informational purposes only, and does not constitute legal advice. The author makes no claims, promises or guarantees about the accuracy, completeness, or adequacy of the information contained herein and accepts no liability in connection with the information offered. Legal advice must be tailored to the specific circumstances and jurisdiction of each matter. No information provided herein should be acted upon without the advice of competent counsel.