Your launch week sets the tone for your entire campaign.

Many organisers assume that once their gig is published, supporters will naturally find it. In reality, the first few days are often when your existing community helps build the momentum that attracts wider interest.

A little preparation before you go live can make a big difference.

Be ready before you hit publish

Launching isn’t just about making your gig visible — it’s about being prepared to promote it from day one.

Before publishing, make sure you have:

• Your gig page completed and reviewed
• Promotional images or videos ready to share
• Key information prepared, such as the event date, venue and ticket details
• A list of people or communities you plan to reach out to

Having these materials ready means you can focus on connecting with supporters instead of scrambling to create content after launch.

Start with your closest supporters

The people closest to your work are often the first to support your gig. Seeing familiar names among your early bookings can provide encouragement and help build confidence as your campaign gains traction.

While every launch unfolds differently, remembering that you don’t have to do it alone can make those first few days feel less daunting.

Prepare your launch announcements

Rather than writing posts at the last minute, draft a few messages in advance.

Consider preparing:

• A launch announcement for social media
• A message for close contacts who may want to support early
• An email to your subscriber list
• Follow-up reminders for later in the week

Tailor each message to the audience you’re speaking to, and clearly explain why you’re excited about the event.

Make time to engage

Launch week often brings questions from potential supporters.

Set aside time to:

• Respond to comments and messages
• Answer questions about the event
• Thank supporters who have already joined

Being active and approachable helps build trust and keeps the conversation going.

Stay flexible

Even with careful preparation, launch week may bring surprises. Some promotional efforts may generate more interest than expected, while others may need a different approach.

Rather than aiming for perfection, focus on staying responsive and continuing to show up for your supporters.

Remember: progress matters. Every gig builds momentum differently. Some gain support quickly, while others grow steadily over time.

The goal of launch week isn’t perfection — it’s to give your gig the strongest possible start and create opportunities for supporters to discover and share what you’re building.

With preparation, consistency and genuine engagement, you’ll be in a better position to reach the people who want your event to happen.